Effectiveness of Corporate Social Responsibility Programs in Improving Customer Relations in Tanzania:

Abstract

The study was guided by three objectives, which were intended to examine the strategies used by the TBL in implementing CSR and investigate the challenges faced by TBL in implementing CSR strategies. A sample size of this study was extracted from the population, including customers of Tanzania Breweries Limited (TBL), residents of Arusha city council, representatives from TBL (including managers, executives, and employees responsible for CSR programs and customer relations), and local community leaders. As it was a qualitative study, the sample size was determined by the saturation principle. Sampling techniques included convenience and purposive sampling. Data collection methods included interviews (semi-structured interviews) and focused group discussions. The data was analyzed using thematic analysis. Furthermore, for the acceptability of the study, the researcher adhered to ethical principles in the course of conducting research. Oral informed consent from the respondents was sought to ensure voluntary participation, and the confidentiality of the information collected from the respondents was highly observed. The researchers also avoided any conflicts of interest that could compromise the integrity of the research or harm the participants. The findings from this study show that, TBL uses variety of strategies, Foristance, conducting thorough assessments of local community needs and preferences to tailor CSR initiatives to address specific issues and contribute meaningfully to community development. The second strategy is the stakeholder Collaboration in the sense that, collaborating with various stakeholders, including local communities, NGOs, government agencies, and other businesses, to leverage collective efforts and resources for more impactful CSR programs. Also, TBL maintaining open communication and transparency about CSR initiatives, goals, and outcomes with stakeholders, including customers, employees, and the public. Since the findings from this study show that, TBL managed to perform variety of CSR Annual Farmers Field Day; Smart Agriculture Value-Chains Analysis Project Report. Road Safety Buffer Zones, water, Agriculture and employment Opportunities. The findings from this study show that, implementation of SCR is faced by the number of challenges namely, Misallocation of fund, Bureaucracy of some offices, Corruption, Poor implementation