Corporate social responsibility and institutional reputation in selected private universities in Kigali, Rwanda

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Kampala International University
This study examined the relationship between CSR and institutional reputation of two private universities in Kigali namely ULK and RTUC. It was carried out with the specific objectives to determine the profile of the respondents as to age, gender, highest level of education, and professional experience, to determine the degree of CSR, to determine the level of institutional reputation and establish if there is a significant relationship between CSR and institutional reputation. This study has been conducted through the use of Descriptive survey design and involved quantitative approach. The research population was 6125 among who a sample of 375 individuals was selected using Slovin formula. The sample included 290 students, 20 members of the staff, 2 share holder and 63 members from the neighboring community. The random sampling technique was used to select individuals to be given questionnaires. Data gathered were collated, encoded into the computer and statistically treated using the Statistical Package for Social Sciences (SPSS). The findings of the study showed that the degree of CSR was satisfactory in the institutions under study with the average mean of 2.84. The study also found out that the level of Institutional Reputation was satisfactory with the average mean of 2.91. The study further showed that there was indeed a significant positive relationship between CSR and Institutional Reputation. Findings showed a strong correlation of 0.702 at significance level of 0,000. It also revealed that the coefficient of determination was 0.491) meaning that 49,1 % of variations in reputation levels in the institutions studied are due to variation in CSR; the rest being determined by other factors of reputation such as product quality, marketing effectiveness, innovativeness and quality of workplace. The study further recommended institutions to develop and adopt CSR strategies that are in line with societal goals and to regularly report on their CSR activities. Staff should always be reminded of the importance of CSR. It is finally recommended that adequate and universally accepted regulations should be put in place and adopted by governments to guarantee that the business are conducted in fair way.
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Institutional reputation, Kigali, Rwanda