UYO RESIDENT’S PERCEPTION OF CORPORATE SOCIAL RESPONSIVENESS OF GSM COMPANIES IN NIGERIA

This study was undertaken to examine subscribers’ perception of select GSM companies in Uyo. The research technique was survey while the research instrument was questionnaire. The population of this study consisted of subscribers of Airtel, Etisalat, Glo and MTN networks who resides in Uyo. The sample size was based on the Meyer’s guide which was approximated to 400. The study revealed that the subscribers in Uyo are fully aware of the select GSM companies’ corporate social responsiveness. Majority of the respondents perceived the corporate social responsiveness of the GSM companies as satisfactory. The corporate social responsiveness of the select GSM companies does significantly influence the way the public perceive the organization. Varying factors are necessary for the influence on perception of the select GSM companies such as the event organization, free gifts and corporate philanthropy and so on. The perception of the corporate social responsiveness of the select GSM companies impact patronage. The study thus recommends that the select GSM companies should keep up with the conducts of corporate social responsiveness, the management should improve on its attitude with the subscribers misunderstanding and the corporate social responsiveness should be strategically designed and positioned to have the desired appeal.