Presentation6 _V1
Transcript of Presentation6 _V1
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Course: Business Ethics and Society
Group 6 members
1. Nguyn Th Thu Ly
2. Nguyn Duy V
3. Nguyn Nht Hng
4. Phan Minh Nht
5. V Th Diu Hin6. Trn Th Tng Vi
Corporate Social Responsibility
and EmployeeCompany Identification
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OUTLINE
Introduction
Research background and hypothesis development
Method for sample and data collection and measures Results of conducting the test
Discussion
Learnings from this study
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2 identification* E-C:Employee to company
influence employees comitment to company
* C-C:Consumer to company
CSR researchers explain influence ofCSR oncomsumers attitude
competitive, company manages identification
stakeholders & employees have Demonstrate relationship ~ CSRE-C & C-C
conclusion CSR eefective way maintain positive
relationship ~ empl & com
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IntroductionIntroduction
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Research background and hypothesis development
Hypothesis 1: Employees CSR associations have a positive relationship with EC identification.
Hypothesis 2: Employees CSR participation has a positive relationship with EC identification.
Hypothesis 3: EC identification has a positive relationship with employees commitment.
Hypothesis 4: Perceived external prestige (PEP) has a positive relationship with EC identification.
Hypothesis 5: CSR associations of employees have a positive relationship with their perceived external prestige.
Hypothesis 6: CSR participation of employees has a positive relationship with their perceived external prestige.
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Research background and hypothesis development
Concept Describe TestedItems
CSR
associations
Employees CSR associations are their
perceptions of the company identity aboutimportant societal matters(perception ofexternal CSR)
CSRparticipation
Employee participation in CSR initiativesusually occurs in the form ofcorporatevolunteer programs, in which employees offertheir time and skills in service to thecommunity
ECcommitment
- Commitment is one of the critical elements ofrelational marketing
- commitment to long-term relationships
- dimensional construct involving affective,
continuous, and normative components
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Research background and hypothesis development
Concept Describe Tested
ItemsThe influence of
CSR
performance on
commitment
through ECidentification
- Employees perceptions of a firms ethical values
and social responsiveness
- Employee participation
- E-C identification reflects employees
state of mind
Hypothesis 1
Hypothesis 2
Hypothesis 3
Perceived
external prestige
(PEP)
Perceived external prestige (PEP) is the way in
which employees believe outsiders who can see
their organization
The influence of
CSR
performance on
EC identification
through PEP
- Employees identify with a company is based on
others admiration of the company
- Communicate to key stakeholders
- Employees involvement in social causes enhances
the organizations Reputation.
Hypothesis 4
Hypothesis 5
Hypothesis 6
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Method for sample and data collection and measures
1. Sample and data collectionFirms for this study were selected on the basis of two criteria.
- Engage vigorously in CSR initiatives and run employees
volunteering programs
- The second criterion concerns the diversity of industries to
maximize the variance among the variables.
Studied objects: 5 Companies of
+ Service: 3 ( B-to-B, B-to-C and B-to-C/B)
+ Manufacturers of consumer goods: 2
A total of 150 questionnaires/5 manager and distributed
among 30 employees per firm. A total of 120 responses and 109
were used for the analysis (1529/per firm).
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Method for sample and data collection and measures
2. Measure
Using 5-point Likert-type scales (1 = strongly disagree to5 = strongly agree)
Example Reliability
CSR associations my company is committed to using a portion of its
profit to help nonprofits)
0.88
CSR participation My colleagues and I work as a team on CSR
activities).
0.78
E-C identification I feel strong ties with my company 0.89
PEP my company is considered as one of the best in
the society
0.80
Commitment I am very committed to my company 0.93
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Results of conducting the test
Reliability and validity assessment of the construct measure
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Results of conducting the test
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Learnings from this study
- Corporate communication on CSR activities is necessary forstakeholders
Ex: advertisements, promotions, newsletters, sustainability or CSR reports)
- Companies should carefully develop corporate volunteer
programs
EX: Companies should consider recognizing employee contributions by
giving awards or offering a financial donation to a specific cause chosen by the
employees.
- The relationship between CSR activities and EC identification
suggests the importance of planning CSR initiatives