Corporate social responsibility and customer loyalty in financial institutions: a case of BRAC bank Uganda limited,

Katugume, Immaculate

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dc.contributor.author	Katugume, Immaculate
dc.date.accessioned	2025-03-25T10:02:34Z
dc.date.available	2025-03-25T10:02:34Z
dc.date.issued	2024-10
dc.identifier.uri	https://pub.nkumbauniversity.ac.ug/xmlui/handle/123456789/1301
dc.description	A Dissertation Submitted to the School of Business Administration in Partial Fulfillment of the Requirements for the Award of a Degree of Master of Business Administration (Management) of Nkumba University, Entebbe, Uganda	en_US
dc.description.abstract	This study was about the Corporate Social Responsibility and Customer Loyalty of Micro Finance institutions in Uganda: A case study of BRAC bank Uganda limited and it was guided by the following objectives: To find out whether BRAC bank Uganda limited environmental friendliness promotes customer loyalty, to examine the contribution of community support to customer loyalty and to find out whether treating employees fairly promotes customer loyalty. The study used a cross sectional study design, and this was because the researcher wanted to gather data once over a period of time in order to answer the research questions. The study population was 85 with a sample size of 70 respondents which was determined using the solven’s formula but only 50 were filled and returned. Simple random, purposive and census sampling techniques were used to select the sample. Self-administered questionnaire and the interview guide were the main data collection instrument. The study revealed that environmental friendliness contributes to customer loyalty in the following ways: encouraging customer associations with the company, making customers feel part of the company’s operations and encourage close interaction between customers and employees. The study also found that community support contributes to customer loyalty by building goodwill with support products, encouraging customer patronization and relating customers’ value with the company’s value. However, the study revealed that community support does not promote price evaluation and the study discovered that treating employees fairly contributes to customer Loyalty by promoting customer satisfaction and making employees work hard towards customer loyalty. However, the study revealed that treating employees fairly does not provide betterment of customers neither fulfilling both company and customers’ objectives. The study concluded that, corporate social responsibility contributes up to 56.3% to customer loyalty in BRAC bank Uganda limited. This means the remaining percentage (43.7%) is contributed by other factors. The study recommended that, management of BRAC bank Uganda limited should get ways of promoting price evaluation since community support has failed to contribute 100% to customer loyalty. Management of BRAC bank Uganda limited should strengthen its environment such as inviting suggestions from the community, getting more lines of customer care, extending customer care services closer to the community. And there is need for the management to come up with strategies that fulfills both company and customer objectives and this can be done by consulting customers before company strategies are formulated. The study also came up with areas of further study which include: Corporate social responsibility and performance of BRAC bank Uganda limited Uganda. Corporate social strategies and the growth of Miro Finance industry in Uganda. The effect of corporate social responsibilities to the organizational effectiveness	en_US
dc.language.iso	en	en_US
dc.publisher	Nkumba University	en_US
dc.subject	Corporate social responsibility	en_US
dc.subject	Customer loyalty	en_US
dc.subject	Financial institutions	en_US
dc.subject	BRAC bank	en_US
dc.title	Corporate social responsibility and customer loyalty in financial institutions: a case of BRAC bank Uganda limited,	en_US
dc.type	Thesis	en_US