CORPORATE SOCIAL RESPONSIBILITY AND NON-FINANCIAL PERFORMANCE OF MANUFACTURING ORGANIZATIONS IN EGBADO-SOUTH LOCAL GOVERNMENT, OGUN STATE

Degboro, O & Amusan, O.M

Abstract

Corporate Social Responsibility (CSR) activities have been recognized as a natural obligation of firms. As sustainable management has become much more important, firms have begun to recognize CSR internally as an important business strategy. This study therefore investigated the effect of legal CSR on corporate image, philanthropic CSR on customer loyalty and legal CSR on customer satisfaction with a view to improving customer base of Dangote Plc, Ibese plant in egbado-south LGA, Ogun State. The study adopted a descriptive survey research design which utilized a structured questionnaire for collection of data. The population of the study comprises of customers of Dangote Plc in Ibese area of Ogun state. A sample size of 376 respondents was determined from the population using Taro Yamane formula. A total of 376 copies of questionnaire were distributed, 361 were retrieved, however, only 350 questionnaires were valid and used for the analysis. The collected data were analyzed using simple percentage and simple linear regression. The findings revealed that ethical CSR has a significant impact on corporate image (t= 11.271; p<.05), philanthropic CSR was found to be statistically significant in impacting customer loyalty (t= 12.112; p<.05) and legal CSR has a significant impact on customer satisfaction (t= 10.108; p<.05). The study concluded that ethical CSR, philanthropic CSR and legal CSR are key ingredient to improving customer base. Based on the findings of the study, the study therefore recommended that organizations should CSR is a veritable tool for brand improvement.