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The Effect Of Social Responsibility On Corporate Image Of Organization (A Study of Zenith Bank Plc)

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PROJECT TOPIC AND MATERIAL ON The Effect Of Social Responsibility On Corporate Image Of Organization

The Project File Details

  • Name: The Effect Of Social Responsibility On Corporate Image Of Organization
  • Type: PDF and MS Word (DOC)
  • Size: [105kb]
  • Length: [71] Pages


Background of the Study

Business organizations have bases of operation, in an effort to achieve their primary objectives which is profit; they interact with the larger society. Njoku (2008). In all human transactions, there are costs and benefits. Business cannot draw profits from the society without providing some social services to the same society. It is this expectation of the society from the business organization that formed the background of corporate social responsibilities.

The present-day Social Responsibility is a concept whereby business organizations consider the interest of society by taking responsibility for the impact of their activities on customers, suppliers, employees, shareholders, communities and other stakeholders as well as their environment. This obligation shows that the organizations have to comply with legislation arid voluntarily take initiatives to improve the well-being of their employees and their families as well as for the local community and society at large.

SR simply refers to strategies corporations or firms conduct their business in a way that is ethical and society friendly- SR can involve a range of activities such as working in partnership with local communities, socially sensitive investment, developing relationships with employees, customers and their families, and involving in activities for environmental conservation and sustainability.

According to Alugbuo (2002) social responsibility is frequently used to imply beyond the call of duty or contributing to society more than just through the creation of jobs, profits and valuable goods and services. Many business organizations engage in social responsibility acts of philanthropy of donating time or money to social causes such as improving our educational system, assisting the poor people, or rebuilding communities in the wave of natural or man-made disasters.

The concept of corporate social responsibility has been defined, debated, studied and prescribed by many thoughtful writers in recent years. Over the years, most organizations have been subjected to mistrust, violent protest against their operations, kidnapping of employees and poor opinion of the public following the inability of management of such enterprises to perform their social responsibility.

While organizations have been urged by various groups including the government to be socially responsible, not much has been documented on its effect on the organizations image, profitability, and brand loyalty.

Social responsibility according to Anderson (2000) refers to a set of obligations an organization has to protect and enhance the society it operates. Social responsibility implies aligning corporate behavior to the needs and aspirations of the host communities. It expectation makes it imperative for organizations as good corporate citizens, not only to obey the laws, but also try to contribute meaningfully towards the stability and growth of the society.

Companies of all sizes invest a great deal of energy in their corporate identities since the identity of a corporation influences the way people think about the company.

A positive  public  opinion  about an  organization  goes a  long way in  ensuring  its continued survival in that society,

It Is in this regard that the researcher decided to find out the effect and consequences of social responsibility on the attainment of organizational goals.

1.2    Statement of the Problem

The primary motive of business is profit maximization. Hence anything business does is measured by this primary objective. Social responsibility apparently goes against this motive. It is assumed that the objective of business is economic and not social, therefore anything that goes against this objectives, social responsibility inclusive should be stopped.

It is argued by authorities that it is actually the society that pays the cost of social responsibility and not business. This is because whatever business spends on social responsibility are added to the cost of their goods and services and transferred to the consumers by way of higher prices.

Zenith Bank lack the social skills needed in solving social problems. Business is purely economic and not social, their orientation is completely different from social organizations, Getting organizations involved in social issues is like giving somebody a task he lacks the technical competence to handle because social issues are political issues. This research work will examine the effect and consequences of social responsibility on the attainment of organizational goals in the area of commitment to quality, efficiency in service delivery and their relationship with its business environment and whether social responsibility enhances profitability, productivity and sales volume of organization.

1.3    Objectives of the study

The primary objective of this research work is to examine the  effect of social responsibility on corporate Image of organization

Specifically, this research will examine; social responsibility on the organizational commitment to quality,                                                          (a) How does social responsibility on the organizational commitment to quality.

(b)         The effect of social responsibility on the organizational efficiency in service delivery.

(c)The effect of social responsibility on organizations relationship with its business environment.

(d)         The effect of social responsibility on the sales volume of organization.

1.4    Research Questions

Based on the objectives of the study, the following research questions were formulated.

(a) How does social    responsibility relate to the organizational commitment to quality?

(b)     How does social responsibility affect organizational efficiency in service delivery?

(c)To what extent does social responsibility affect organizations relationship with it business environment?

(d)     What   is   the   effect   of   social   responsibility   on   the   sates   volume   of organization?

1.5    Research Hypotheses

The researcher formulates the following hypotheses:



Hypothesis One

Ho:   There   is   no   significant   relationship   between   social   responsibility   and   the organizational commitment to quality.

Hypothesis Two

Ho:    There    is    no    significant    relationship    between    social    responsibility    and organizational efficiency in service delivery.

1.6    Scope of the study

This study is limited to investigating the effect of social responsibility on corporate image of organization; using Zenith Bank plc. Owerri, as the study organization. The unit scope comprises of the top management, middle and lower level management of the bank.

1.7 Significance of the study

This work will be contributing to knowledge as well as assisting other researchers as some of them may review such study in the course of their own research.

It will also help management practitioners have a basic understanding of social responsibility and how it relates to organizational goals.

This research work will as well assist future researcher who might like to embark on a similar research work.

1.8    Definition of terms

Organizational Efficiency:           This    is    the    comparison    of   what is actually produced in an organization or performed with what can be achieved with the same consumption of resources,

Service Delivery: The extent to which an organization can satisfy its customers.

Social responsibility: Simply refers to strategies corporations or firms conduct their business in a w ay that is ethical and society friendly.








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