Loading...
Social capital and organisational performance : a case study of a professional soccer league (PSL) club in South Africa
Author(s)
Moyo, Talent
Date Issued
2015
Type
Thesis
Publisher
Cape Peninsula University of Technology
Abstract
This research investigated the relationship between Social Capital created by Corporate
Social Responsibility (CSR) initiatives and organisational performance at Ajax Cape
Town FC a professional football club in the South African Premier Soccer League (PSL).
A mixed methods approach was selected for data collection and interviews,
questionnaires and content analysis were the tools used to collect data.The data
collected suggested that Ajax Cape Town FC employed CSR initiatives that successfully
created social capital, and consequently enjoyed various benefits from these activities.
The CSR activities facilitated access to the club’s target market, developed and
improved mutually beneficial relations with the community and subsequently Ajax Cape
Town FC experienced increased trust, a positive brand image and stronger loyalty from
their fans and the broader community. The outcomes of this study provided an insight
into a South African professional football club and demonstrate how CSR initiatives can
be used to successfully improve organisational performance.
Social Responsibility (CSR) initiatives and organisational performance at Ajax Cape
Town FC a professional football club in the South African Premier Soccer League (PSL).
A mixed methods approach was selected for data collection and interviews,
questionnaires and content analysis were the tools used to collect data.The data
collected suggested that Ajax Cape Town FC employed CSR initiatives that successfully
created social capital, and consequently enjoyed various benefits from these activities.
The CSR activities facilitated access to the club’s target market, developed and
improved mutually beneficial relations with the community and subsequently Ajax Cape
Town FC experienced increased trust, a positive brand image and stronger loyalty from
their fans and the broader community. The outcomes of this study provided an insight
into a South African professional football club and demonstrate how CSR initiatives can
be used to successfully improve organisational performance.
Additional information
Thesis (MTech (Sport Management))--Cape Peninsula University of Technology, 2015.
File(s)![Thumbnail Image]()
Loading...
Name
209209992_Moyo_T_MTech_Sport_Bus_2016.pdf
Description
Thesis
Size
2.3 MB
Format
Adobe PDF
Checksum
(MD5):406fc7598240442104d87856f8651ba6