Moderating Effect Of Personality Traits On The Relationship Between Corporate Social Responsibility And Consumer Identification Among Clients Of Safaricom In Kajiado, Kenya

Abstract

Studies on the determinants of Corporate Social Responsibility (CSR) have identified several factors like economic, philanthropic, ethical and legal. Little is known about the effect of consumer identification with these factors. Furthermore these relationships have lacked evidence on consumer’s ability to appreciate these programs, which may well depend on consumers personality trait, the surface trait that affect their everyday choices. To fill this gap the study hypothesizes that CSR (economic, philanthropic, ethical and legal) programs will have no significant relationship with consumer identification. Personality trait may also not moderate the above relationship hypothesized. Theories used to ground this study were social identification theory, social exchange theory and stakeholder theory. The main objective of this research was to examine the moderating effect of Personality Trait on the Relationship between Corporate Social Responsibility and Consumer Identification among Safaricom Limited Company Kenya clients in Kajiado County. Kajiado County was the area of study, explanatory survey was adapted where questionnaires in a seven point Likert scale were administered to 325 Safaricom clients in the month of February 2014. Cluster sampling technique was used in selecting primary schools where Safaricom clients were studied, clients were divided into administrative divisions and then simple random sampling was done. A pilot study of 60 Safaricom clients was carried out in Uasin Gishu county before the main research. Instrument reliability was tested on the pilot Cronbach’s Alpha was performed and instruments were all above the value of α= .6. Data was coded and analyzed using SPSS package .Factor analysis was done to ensure content, construct and discriminant validity. The model total variance explained was 61.1% which accounted for the four factors. There was therefore adequate evidence in the study to support the various theories that underpinned the study.The data obtained was analyzed using inferential statistics namely Pearson product moment correlation, Analyzes of Variance (ANOVA), and multiple regression methods .The statistical methods were used for testing the hypotheses at α=0.1. The study results indicated economic CSR, philanthropic CSR, ethical CSR and legal CSR, all had positive βcoefficient .This revealed that economic, philanthropic, ethical and legal CSR are positively associated with consumer identification. The results indicated that different personality traits moderated the relationship between the various dimensions of CSR differently. Self efficacy personality trait moderates the relationship of economic CSR and philanthropic CSR. The β value for economic was negative while for philanthropic was positive for the same personality trait of self efficacy. Perceived control moderated legal CSR and self esteem moderated ethical CSR. However Machiavellianism type of personality trait did not moderate any relationship. The model successfully extended personality traits to the various dimensions of economic, philanthropic, ethical, legal CSR and consumer identification relationship among Safaricom clients in Kenya . The study recommended further research on Machiavellianism type of personality trait on other CSR dimensions and consumer identification. Further recommendation on the study was that a budget be allocated for identification strategies by organisations. The CSR and consumer identification is valuable contribution in marketing profession by aiding in identifying factors that contribute to consumer relationship with an organisation.