DIVERSITY SUPPORTIVE RATIO AND COMPETITIVE ADVANTAGE IN SAFARICOM COMPANY (K) LIMITED
Abstract
The aim of this study was to investigate how diversity support ratio affects the relationship between CSR and CA. The study adopted a descriptive design with a target population of 250 employees, comprising of managers, cluster managers and departmental heads from Safaricom Company Limited. The study employed the use of a questionnaire with a Likert type question to gather primary data from the respondents. The questionnaires were administered through a drop and pick method. A pilot test was conducted prior to the main study, to test the reliability and validity of the research instrument and the results used to modify the questions to remove ambiguity, lack of clarity and test reliability. Data collected from the study was thereafter analyzed using statistical package for social sciences software and presented in tables, graphs and charts. Findings from the study showed there was also a statistically significant effect of satisfaction ratio on competitive advantage of Safaricom company, indicating that with a unit increase in satisfaction ratio, there would be a significant decrease in competitive advantage of Safaricom company by 0.062 units. The study found that there is a need for companies to emphasize on employee diversity to improve on the overall company image on the market and to able to attract more customers to the firm’s product and services. Finally, the study recommended that companies in general should strive to build their corporate reputation through corporate initiatives to attract best pool of talents that will steer the company towards achieving a competitive edge among other rivals in the industry. The study suggests that further researches may be performed on the sustainability of corporate responsibility due to its resource intensive nature, to enable companies cushion themselves from this without eroding on their gains.
Key words: Corporate Social Responsibility, Competitive Advantage, Diversity Support
CITATION: Nyang’au, F. G., &Omwenga, J. Q. (2025). Diversity supportive ratio and competitive advantage in Safaricom Company (K) Limited. The Strategic Journal of Business & Change Management, 12 (2), 476 – 487. http://dx.doi.org/10.61426/sjbcm.v12i2.3222
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DOI: http://dx.doi.org/10.61426/sjbcm.v12i2.3222
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