Corporate Social Responsibility and Corporate Reputation: A Study of SIC Insurance PLC

Abstract

This research assesses how corporate social responsibility influences the corporate reputation of State Insurance Corporation (SIC Insurance PLC). As its objectives, the study assessed the impact of CSR on brand image, examined the influence of CSR on customer loyalty and satisfaction from the perspective customers of SIC Insurance PLC. As a result the researcher employed the purposive sampling technique to identify the respondents of the study, from whom primary data was gathered using a structured questionnaire. Out of a sampled 90 respondents, 88 respondents responded to the questionnaire thereby creating a response rate of 97%. The researcher used both descriptive and inferential analytical techniques to analyze data collected from the respondents of the study. The findings of the study showed that CSR has a positive impact on the various conceptualized definitions of CR, specifically, brand image, loyalty and satisfaction, which implies that CSR has a significant positive influence on CR. The implication is that when companies invests makes it a conscious effort to improve CSR, in turn directly improves how customers and other stakeholder perceive the overall brand of the firm. These findings bring to the fore, the need for the management of SIC Insurance PLC should make it a conscious effort to tailor their CSR activities towards enhancing their brand image, improve customer satisfaction and loyalty, which in turn increases the firm’s reputation among its stakeholders.