Presentation6 _V1

8/6/2019 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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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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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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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

Presentation6 _V1

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