The impact of corporate social responsibility On an image of an organization: A case study of maasai mara university

Abstract

The purpose of this research project was to assess the perception created by CSR to an organization, using a case of Maasai Mara University across Narok County and the surrounding region. The objectives of the study were to evaluate Corporate Social Responsibility program the, respondent has accessed, how they gained from the program and their perception towards Maasai Mara University after accessing its CSR program. Descriptive research design was used and a population of 51 respondents answered to the questionnaires.A sample of 5 Maasai Mara University CSR programs was randomly arrived at and Primary data was collected using questionnaires and interviews where possible. Secondary data, like records at the University on beneficiaries of its CSR program was also used in collecting data. Interpretation and presentation of data was mainly through the use of tables although pie charts and graphs were also used. The research findings then revealed that publics had a positive perception towards Maasai Mara University following its CSR programs. Most of them perceived the university as an organization which was education oriented, while others considered it to be aimed towards helping the disadvantaged and wildlife and environment conservancy. Agriculture was found to be the least perception that publics had on Maasai Mara University following its CSR programs.Most publics seemed to have developed loyalty to the University products and services and they felt proud to be associated with the University following the positive image they had about it.Given the chance to rank with other universities, a big percentage of respondents seemed to have no doubt as to whether Maasai Mara University is their University of choice and whether it ranks well among others.