Authors : Rono Kipngeno Kevin; Dr. Jennifer Wanjiku

Volume/Issue : Volume 9 - 2024, Issue 5 - May

Google Scholar : https://tinyurl.com/akj3aux3

Scribd : https://tinyurl.com/msrh9zfd

DOI : https://doi.org/10.38124/ijisrt/IJISRT24MAY1987

Abstract : Corporate social responsibility has become a great topic of discussion in recent years, sparking a variety of studies on how it might affect companies' competitive advantage. Corporate social responsibility will have an effect on Safaricom's ability to compete by will be the primary focus of this study. The study targets approximately 250 people within Safaricom using a descriptive research approach and collects data using a Liker-type questionnaire. The survey states unequivocally that establishing corporate social responsibility initiatives is essential to building a strong business reputation. Concurrently, an independent investigation conducted on Safaricom Kenya Limited highlights the noteworthy impacts of corporate social responsibility on the company's reputation, client contentment, allegiance, and overall operational efficiency. This highlights the long- term significance of corporate social responsibility. Acknowledging the existing gap in empirical research linking corporate social responsibility to Safaricom's competitive advantage, the study delineates its primary objective: to investigate corporate social responsibility's impact, specifically focusing on bench marking, diversity supportive ratios, and satisfaction ratios. These goals include characterizing and assessing the influence of bench marking on the competitive advantage of Safaricom determining the deductive impact of evaluating the inferential influence of satisfaction ratios, analyzing the impact of diversity on the competitive advantage of Safaricom Company Limited, and methodically investigating opportunities and challenges in implementing corporate social responsibility initiatives at Safaricom for competitive advantage. The study will incorporate extensive assessments and industry benchmarks to enable comparison and evaluation of the logical relationship between Safaricom's corporate social responsibility activities and competitive advantage in the telecommunications sector. The main goal of this research is to provide insightful information that will ultimately improve the effectiveness of corporate social responsibility policies and have a favorable effect on businesses and society as a whole. The study acknowledges the possible impact of satisfaction ratios and investigates potential relationships between bench marking and diversity ratios with Safaricom's competitive advantage. The ultimate objective of the study is to maximize the efficacy of corporate social responsibility programs by providing useful advice and insights to industry stakeholders, legislators, and Safaricom.

Keywords : Competitive Advantage, Corporate Social Responsibility, Customers, Safaricom.

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