SUSTAINABLE CORPORATE SOCIAL RESPONSIBILITY AND PERFORMANCE SUSTAINABILITY OF SMALL AND MEDIUM SIZED ENTERPRISE IN BELLS UNIVERSITY OF TECHNOLOGY, ADO-ODO OTA, OGUN STATE, NIGERIA

Abstract

This study examines the relationship between Sustainable Corporate Social Responsibility (CSR) and the performance sustainability of Small and Medium-sized Enterprises (SMEs) within Bells University of Technology in Ota. The research focuses on environmental protection efforts, employee care efforts, and customer care efforts as predictors of performance sustainability. A survey research design was employed, and data were collected from 34 food vendors operating within the University. The collected data were analyzed using regression analysis. The results reveal that environmental protection efforts and customer care efforts have a significant and positive impact on performance sustainability, while employee care efforts do not demonstrate a significant influence. The regression coefficients indicate that environmental protection efforts have a coefficient of 0.67 (t = 4.350, p < 0.001), suggesting that for every one-unit increase in environmental protection efforts, performance sustainability is expected to increase by 0.67 units. Customer care efforts have a coefficient of 0.17 (t = 2.930, p = 0.006), indicating that an increase in customer care efforts is associated with an increase of 0.17 in performance sustainability. However, employee care efforts have a non-significant coefficient of 0.012 (t = 0.097, p = 0.923), suggesting that they may not have a substantial influence on performance sustainability. These findings highlight the importance of environmental protection and customer care efforts in driving performance sustainability for SMEs. The practical implications of the study suggest that SMEs should prioritize environmental protection efforts and invest in customer care initiatives to enhance their overall performance. The study recommend that SMEs should invest in customer care initiatives to improve customer satisfaction and loyalty. These recommendations highlight the importance of incorporating sustainable practices and customer-centric strategies into SMEs' operations to achieve long-term success.