Influence of Philanthropic Corporate Social Responsibility Strategy on Perceived Firm Performance in Telecommunication Sector in Rwanda

This study is concerned with Influence of philanthropic Corporate Social Responsibility strategy on Perceived firm Performance in telecommunication sector in Rwanda. To analyze the influence of strategic philanthropic on the targeted telecom firms’ performance is the specific objective of the work. Qualitative and quantitative research design are used and performed by primary and secondary data collected from the targeted companies’ managers and staff in charge of CSR through interview and questionnaires, and reports provided by these telecom companies and RURA recorded during years 2012-2016. Targeted population of the study was 228 managers and CSR related staff from MTN Rwanda (110), TIGO Rwanda (80) and AIRTEL Rwanda (38) to give sample size of 145 staff in question found by using stratified random sampling and all questionnaires were distributed where 114 of them were retrieved representing 79.1%. This work used both inferential and descriptive statistics, and data are treated by using Excel and SPSS package while regressed model and correlation coefficients were utilized to analyze the relationship between variables. Results found show that all the telecommunication companies in Rwanda had the focus of improving the education, health and economic empowerment system in accomplishment of government priorities and they gained the public confidence, thus improve firm’s image and reputation, increasing or retention of potential customers, benefited competitive advantage, and then after their profits. The findings revealed that, in combination with other factors like quality management, committed staff, quality and quantity of products, business environment, etc., CSR practices may improve perceived firm’s performance.