Corporate Social Responsibility as a Practicality of Ubuntu to Build Brand Loyalty: A Case of Mobile Telecommunication in South Africa

Abstract

This study contributes to an understanding of corporate social responsibility (CSR) as a tool that can be used to build brand loyalty within the framework of Ubuntu. Despite intermittent research illustrating the importance of CSR within an African context, there is a knowledge gap with regards to how CSR can be implemented from a humanist perspective which values ‘supportiveness, cooperation and communism’ and how this can be used to foster loyalty amongst consumers. The purpose of the paper is to operationalise CSR as an application of Ubuntu rather than as a western business tool. Insights are drawn from a quantitative survey that included 246 customers of the South African mobile service provider Vodacom. The findings revealed that most consumers believe that companies are morally obligated to be socially responsible. Furthermore, it was determined that customers view organizations as being part of society and are therefore obligated to contribute as humans would. Drawing from the findings, it is recommended that companies need to take a more proactive approach to CSR and position it within the Ubuntu framework. Implications for managers and future research directions are also discussed.

DOI: 10.5901/mjss.2014.v5n25p167