Effect of Community Relations on Competitive Advantage of Telecommunication Industry in Rwanda

Abstract

The competitive advantage of telecommunication companies depends on how well they are able to manage their relationship with stakeholders. The objective of this study was to analyze the effect of community relations on competitive advantage of Airtel-Tigo. In this study; the researcher adopted a descriptive research design where quantitative approach was used. The target population of this study was 205 employees of Airtel-Tigo Rwanda. A sample size of 136 respondents was determined from total population of 205 employees by using Slovenes formula. Stratified random sampling was used to select respondents. The study used close ended questionnaires. The data was analyzed for both descriptive and inferential statistics. The study concluded a negative relationship between community relations and competitive advantage of Airtel-Tigo Rwanda because the results of correlation between them Was at the level of - 44.4% which suggest negative relationship between community relations and competitive advantage of Airtel-Tigo Rwanda. Based on the findings the study concludes that the current community relations strategies in the telecommunications sector in Rwanda drain the gains instead of adding value to the sector. Consequently, the study recommends for more innovative community relationship strategies that will go along enhancing the performance of the telecommunications sector in Rwanda.