ASSIGNMENT 01 FRONT SHEET

Qualification BTEC Level 5 HND Diploma in Business

Unit number and title Unit 19: Research Project

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Student Name Nguyen Dinh Sang Student ID GBS210723

Pham Uyen Phuong

Class No. GBS1006 Assessor Name
Thao

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I)Introduction
.The concept of Corporate Social Responsibility (CSR) has gained traction among
businesses globally. According to the World Business Council for Sustainable
Development (2000), CSR is defined as "businesses' ongoing commitment to
behave ethically, contribute to economic development, and improve the quality
of life for employees and their families, as well as the local community and society
at large." (CSR) as a way to create and implement sustainable methods and
strategies in their company's operations. It is a broad notion that includes a
variety of ideas, such as environmental concerns, ethical obligations, and charity.
Most recently, the strategic advantages of CSR have given many businesses a
competitive edge as a means of maximizing stakeholder value and expectations.
In order to gain a competitive advantage and cultivate stakeholder trust and
loyalty, businesses today hire CSR managers, specialists, and consultants in
tandem with the growth of globalization.

.To support businesses in making informed decisions that will increase their
competitiveness, stakeholder trust, and loyalty, you, as a Graduate Trainee -
Market Researcher in a multinational market research and consulting firm, are
asked to develop a research proposal, complete a research ethical approval form,
and obtain participant consent for studies related to "Corporate Social
Responsibility."I can select an airline-related study topic. The goal of this research
is to identify four CSR factors that influence Vietnam Airlines' customer trust. The
findings of this study will establish how CSR initiatives impact consumer trust.

.Over the last two decades, there has been a significant increase in the number of
CSR rating organizations that evaluate firms based on their social and
environmental performance. This article explores the influence of CSR ratings on
individual corporate conduct. To what degree do firms alter their conduct in
response to their ranking? Our main result is that being removed from a CSR
ranking appears to do nothing to motivate companies to recognize and fix issues
connected to their social and environmental performance. Specific rankings tend
to have little influence on corporations' willingness to admit unfavorable CSR
incidents and publicly articulate plans and measures to resolve them. Regardless
of whether a corporation is highly or poorly scored, it appears that it focuses on
and publicly discusses its "positive" CSR initiatives. We address the broader
implications of these findings, as well as the general importance of CSR rankings
for a global economy (Scalet & Kelly ,2010).

. We reviewed the literature on CSR to learn how it may affect consumer views
and corporate performance. Furthermore, these theoretical investigations have

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resulted in the development of a model for how CSR might influence consumer
views and, as a result, corporate performance. This concept is influenced by the
Service-Profit Chain developed by Heskett, Jones, Loveman, Sasser, and
Schlesinger (1994), as well as Carroll's (1991) Pyramid of CSR and Levitt's (1980)
Total Product Concept. The model is known as the Value Linking Chain, and it
demonstrates how many parts are combined to create an offer. Furthermore,
how customers rate this offer both before and after purchase, and how such
views effect company success. We interviewed representatives from
corporations, customers, and non-governmental groups in order to
experimentally evaluate this approach.

II)Literature review
1. The connection between economic performance and corporate social
responsibility.
Relationships between arguments supporting and opposing the notion that
corporate social responsibility (CSR) benefits businesses economically (George,
Phillips, and Lyall, 2015) will be separated into two categories: prior economic
performance and current and future economic performance (George, Phillips, and
Lyall, 2015).

Connection to both present and future (to CSR) financial performance:

Proponents of the theory that asserts an inverse relationship between economic
efficiency and social responsibility argue that significant costs related to social
duty lead to further costs. The greater expenses may be caused by activities like
making large philanthropic contributions, funding community development
initiatives, maintaining industries in economically challenged areas, and
implementing environmental protection measures. When compared to
companies with less social responsibility, these expenses may place them at a
financial disadvantage (McGUIRE, SUNDGREN , and SCHNEEWEIS, 1988). On the
other hand, those who agree with this situation have a positive association.
Customers may view a company that practices high social responsibility more
favorably or there may be fewer labor disputes or negative customer perceptions
of the company's products. CSR initiatives can also improve a business's standing
and connections with financiers, investors, and public servants. Enhanced
relationships with them may result in financial gains (McGUIRE, SUNDGREN , and
SCHNEEWEIS, 1988).

Relationship with past economic performance : Companies with comparatively

strong historical financial performance might be more inclined to absorb these
costs in the future if a company's social responsibility is deemed to be a
significant expense. Furthermore, it is expected that those who favor higher-yield,

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shorter-term investments could do so in order to satisfy their need for rapid
satisfaction rather than long-term, typically unpredictable CSR investments
(Lawrence, James, 1992). First, the corporation needs to reach an economically
feasible level of efficiency before committing its resources to social needs. The
assertion that companies with strong financial performance typically have higher
degrees of social transparency supports this (ULLMANN, 1985).

Hypothesis: Results from prior research (Anderson and Frankle, 1980; Shane and
Spicer, 1983) support the idea that corporate social actions have an influence on
the financial market.The association between social disclosure and economic
success suggests that companies are more likely to disclose social responsibility
when their financial statements show favorable economic performance (Mills and
Gardner, 1984). A hypothesis was developed on the impact of Vietnam Airlines'
financial economy on customer trust, based on the aforementioned study papers.
It's an airline with a solid financial history that will develop and adapt to meet the
requirements of its patrons in order to earn their trust.

2. How corporate social responsibility and the environment are related.

Theoretically, no organization can function effectively outside of a high-pressure
setting. When an organization is put under pressure from outside sources and
doesn't respond appropriately, it puts its own existence in danger (Selznick,
1949). Meyer and Rowan (1977) and DiMaggio and Powell (1983) contend that an
organization is an open system, meaning that its environment exists both inside
and outside its system.

The interaction between CSR and the environment: As a result, the organization
and the outside world have an interactive "input-output conversion" relationship.
Culture, science and technology, education, politics, the legal system, natural
resources, demographics, the social environment in the typical social setting, and
customer, supplier, competitive, socio-political, and technological factors in a
special mission environment are examples of environmental external factors. This
element influences the environment on a variety of levels and provides
inspiration for system modifications and adjustments. Thus, in this cycle, the
external environmental component (pressure) might be a significant factor.

Correlation with previous environmental performance: Environmental

Management Systems (EMS) are one of the active environmental policy tools that
the European Community has supported since the 1990s [43]. Businesses may
show that they take environmental protection seriously by putting such
procedures into place [44]. These economic mechanisms are meant to guarantee
[47] the following: the responsible use of the environment and its resources; the

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ecological and economic efficiency of economic activity; the enforcement of
legally-mandated environmental protection laws; and the efficient and successful
absorption of EU aid intended for ecological purposes. These days, it's well
acknowledged that using and safeguarding the environment are crucial
components of corporate operations that cost businesses money. Enterprises'
expenses related to environmental protection can be separated into internal and
external expenditures [38] (p. 55). The enterprise's entire internal costs of
environmental protection are the most significant from an economic perspective.
The total cost of an enterprise's investment outlays and ongoing expenses for
mitigating its environmental impact—whether through safe storage, pollution
prevention, neutralization, reduction, or elimination of environmental damage—
is the cost of environmental protection.

Hypothesis: How customer perceptions of environmental friendliness affect CCB

intentions Empirical research has demonstrated that the establishment of CCB
intentions is significantly influenced by consumer sentiments. For instance,
Spector and Fox (2002) discovered that consumers are more likely to exhibit
voluntary and discretionary behaviors when they have a positive view about a
particular brand. Furthermore, Han and Hyun (2017) demonstrated how, in the
setting of an ecologically conscious museum, consumer attitudes support
behavioral intentions. In a recent study, Han, Yu, and Kim (2018) made the case
that, in the context of young tourism, customers are more likely to exhibit greater
levels of behavioral intentions when they have a positive attitude. According to
Trang, Lee, and Han (2018), pro-environmental attitudes have a significant impact
on people's intentions to visit green hotels and engage in ecologically beneficial
behavior. The following theories are put out in light of these arguments:

3. How ethical performance and corporate social responsibility are related.

The economic advantages of company operations are the ethical justifications
used by businesses (Saha, Shashi, Cerchione, Singh, & Dahiya, 2015). These
benefits may be split into two categories: ongoing and simultaneous economic
efficiency. as per (with CSR); and historical financial results (Howe, Hoffman &
Hardigree, 1994).
Contemporaneous and later relationships (to CSR) Moral performance: The
domains of company performance, corporate social responsibility (CSR), and
ethical leadership have garnered significant attention from both academia and
industry in recent times. Actually, a great deal of research has been published on
these three areas in journal special issues and research papers. This study looks at
the concepts of corporate social responsibility (CSR) and moral leadership in this
context and how they impact company success. In fact, six main hypotheses that
indicate possible routes for future study may be derived from the core data. More

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precisely, research indicates that financial barriers are the main hindrances to the
implementation of CSR initiatives. Finally, the results show how CSR and company
success are impacted both directly and indirectly by ethical leadership. This
involves personal ideals.

Relation to prior ethical performance: The impact of the SOCO scale (Saxe and
Weitz, 1982) on the yearly premiums that the agents produce as well as its
measurement of moral and customer-focused conduct are also examined.
Salespeople who prioritize the needs of their customers have been found to act
more morally than their counterparts who prioritize sales. Furthermore, it has
been noted that sales-oriented agents also see greater levels of unethical activity
from their partners. Remarkably, agents with unethical behavior typically enjoy
greater amounts of sales premiums:

4. Connection between legal obligations and corporate social responsibility

The elements of the market that encourage corporate social responsibility (CSR)
are a topic of much debate. (Barnet, 2009).

The relationship between corporate social responsibility (CSR) and legal duties:
is one of complementarity, as following the law can shield a person from
penalties and other disciplinary measures from monitoring and regulatory
bodies.CSR is important not just for businesses but also for governments in
developing and welfare nations. Corporate social responsibility can help
governments accomplish legally and politically mandated welfare state objectives.
This participation might encompass helping immigrants integrate, providing
education and training, facilitating access to healthcare, and improving the post-
retirement financial security of staff members. In conclusion, CSR serves as a
vehicle for coordinating business activities with more general societal and political
goals. Customers may thus have greater faith in the company that follows the
law. When perceived corporate social responsibility has a legal component,
consumer trust is likely to increase La and Choi (2013).

Connection to previous legal obligations:

How can we be accountable to certain individuals and not have to answer to

everyone else? In our daily lives, there are several justifications offered for these
"special" jobs. We commonly discuss a discussion or other interaction we had
with the person we are responsible for. Perhaps we made him a commitment, or
we signed a contract. Alternatively, we may feel obligated to him for all of his
previous kindness. On the other hand, it's conceivable that we believe we should

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compensate him for any harm we have caused. In all of these cases, it is believed
that our actions or those of the "beneficiary" of the responsibility are what first
gave rise to the liability (SAMUEL and SCHEFFLER,2006).
However, not all of our arguments are made in this fashion. Sometimes, rather
than discussing any particular encounters we may have had with the beneficiary,
we utilize our nature to express unique duties. Whether someone is our neighbor,
sibling, or friend, we sometimes feel obligated to give them more. This method
makes use of a wide range of connections. A person may be a client instead of a
neighbor, a teammate instead of a friend, or a coworker instead of a family
member. Our friendship may occasionally be predicated just on the fact that we
both belong to the same group (SCHEFFLER and SAMUEL, 2006).

Research Model
Based on this discussion, we developed the following hypotheses:
H1: A company's economic responsibility activities have an impact on customer
trust.
H2: A company's environmental responsibility activities have an impact on
customer trust.
H3: A company's ethical responsibility activities have an impact on customer trust.
H4: A company's legal responsibility activities have an impact on customer trust.

III)Planned Research Methodology

1.Research philosophy
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Positivism-A considerable number of nursing research publications are based on
critiques of logical positivism, with the philosophy being mistakenly equated with
empirical technique. These critiques are frequently founded on a shaky
foundation, advocating an alternate way to those linked with the quantitative
paradigm. This study focuses on post-positivism, an alternative philosophy to
positivism that may also underlie empirical research. Post-positivism is contrasted
with positivism, which is seen as an outdated and discarded philosophy that
should no longer guide research. Though there has been some recognition of
post-positivism in the nursing literature, it has yet to seep into mainstream
nursing research. Many people continue to base their arguments on a positivistic
understanding of science. (Alexander ,2002).
Interpretivism:Quantitative social science has long been dominated by overtly
positivist approaches to research philosophy, language, and technique. This
article describes a different approach based on interpretative research
approaches. Interpretative techniques are often linked with qualitative social
science, although they are also relevant to quantitative data analysis. Statistics
are employed in interpretative quantitative research to give insight on the
unobservable data producing processes that underpin seen data. The
triangulation of research results obtained by analyzing data from multiple
perspectives, the integration of measurement and modeling into a more holistic
process of discovery, and the need to think reflexively about how data came to
exist are key tenets of interpretive quantitative methodology. Interpretive
quantitative research has the potential to produce outcomes that are more
meaningful, more intelligible, and more policy-relevant than traditional positivist
methodologies (Salvatore ,2015).

Positivism was selected for this investigation. Positivism was the preferred
philosophy because it advocated the use of scientific means to investigate human
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behavior. Positive thinking, like rules, is generalized and follows the scientific
process.

2.Research approach
For the past 40 years, the study of deductive reasoning has been a key paradigm
in psychology. According to research, people make many logical mistakes on such
tasks and are heavily impacted by problem content and environment. It is
believed that this paradigm arose in an era of logicist thought that is now
obsolete. Few reasoning scholars feel logic is an acceptable normative framework
for most human reasoning, let alone a model for capturing the process of human
reasoning, and many utilize the paradigm to investigate pragmatic and
probabilistic processes. It is advised that the methodologies employed to
investigate reasoning be reconsidered, particularly the instructional context,
which inevitably classifies pragmatic factors as biases (Evan ,2002).
3.Research strategy
Choosing an appropriate research strategy is critical to ensure that research
questions are answered in a valuable and coherent manner with the overall topic,
questions, and goal of the research. This paper will suggest that there are times
when using a case study technique in palliative care research is suitable. When
complex situations must be addressed; context is central to the study; multiple
perspectives must be recognized; the design must be flexible; the research must
be congruent with clinical practice; there is no strong theory to which to appeal;
and other methodologies may be difficult to conduct. The rigorous and
appropriate use of case study methodologies can add to knowledge in a way that
is sensitive to the complex, context-dependent, and multiprofessional character
of palliative care (Catherine ,Ann and Chris ,2004).

4.Research design
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 This research will use questions as below:

Demographic questions:

No Demographic Response
. Questions
1 Gender: Male / Female
2 level of Intermediate level/College/University/After
education: University
3 marital status Single/ Married / Divorced
4 monthly Under 5 million VND / From 5-10 million
income VND /Over 20 million VND

Main questions:

Construct Questions Scale

VNA always tries to build solid relations with
its customers to assure the long-term
economic success? 1 = strongly disagree to 5 = strongly
agree
VNA always tries to do its best to be more 1 = strongly disagree to 5 = strongly
productive? agree
VNA is trying to offer more competitive 1 = strongly disagree to 5 =
prices for customers? strongly agree

Economic VNA continually enhances service quality to 1 = strongly disagree to 5 =

Responsibility meet the demands of its customers. ? strongly agree
VNA regularly carries out special programs to
minimize negative impacts on the natural 1 = strongly disagree to 5 =
environment.? strongly agree
VNA is trying to allocate resources to offer 1 = strongly disagree to 5 =
services compatible with the environment? strongly agree

Environmental VNA often sponsors pro-environmental 1 = strongly disagree to 5 =

Responsibility programmes? strongly agree

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 VNA is trying to reduce its wastes and uses 1 = strongly disagree to 5 =
more eco-friendly materials? strongly agree
1 = strongly disagree to 5 = strongly
VNA has a detailed code of conduct? agree
VNA's employees adhere to professional 1 = strongly disagree to 5 =
standards? strongly agree

VNA always want to create a better life for

future generations? 1 = strongly disagree to 5 =
strongly agree
VNA is known as a reliable airline? 1 = strongly disagree to 5 =
strongly agree
Employees can report any workplace
wrongdoing (such as theft or sexual
harassment) in a private manne?
Ethical 1 = strongly disagree to 5 =
responsibility strongly agree

VNA always complies with legal regulations

completely and promptly? 1 = strongly disagree to 5 =
strongly agree
VNA always pays its taxes on a regular and
continuing basic? 1 = strongly disagree to 5 =
strongly agree
VNA respects consumer rights beyond the
legal requirements? 1 = strongly disagree to 5 = strongly
agree
VNA always provides accurate information
about its products to its customers? 1 = strongly disagree to 5 = strongly
agree

Legal VNA aims to comply all regulations relating to 1 = strongly disagree to 5 = strongly
Responsibility employment and benefits for employees.? agree

5.Participants

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Participant description
Those who completed the survey will be included in this study. Individual
selection criteria differ to ensure a range of opinions. Participants will be chosen
at random, and their identities and confidentiality will be protected throughout
the study.

Sampling method
Participants in this study will comprise those who completed the survey.
Individual selection criteria differ to ensure a range of opinions. Participants will
be chosen at random, and their identity and confidentiality will be protected
throughout the study.

6.Data collection plan

Plan and procedure for data collection:
Step Activity Description
1 Define Clearly state the research's aims and scope.
2 Planning Create a questionnaire and a survey design.
3 Distribution Send the survey to the persons you've chosen.
4 Gather Gather comments from participants.
5 Analyze Analyze data and generate valuable insights.
6 Report Compile and write a complete report.

5.Time scale
This research project will start on October 11, 2023 or October 11, 2023 and will last over a
month until December 20, 2023. Time can be adjusted to suit research deadlines and research
subjects.

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IV.conclusion
To put it briefly, understanding how practice influences theory and cognition is crucial for
enhancing how people see and understand the world in general and their professional
endeavors in particular. For this reason, in order to avoid the illnesses of subjectivity,
voluntarism, dogmatism, mechanism, and bureaucracy, each individual must be fully aware of
the practical point of view and apply it in a way that is consistent with science. To avoid veering
into pragmatism or empiricism, do not absolutize the importance of practice.

V.References
(No date a) The qualitative‐quantitative debate: Moving ... - wiley online library. Available at:
https://onlinelibrary.wiley.com/doi/abs/10.1046/j.1365-2648.1998.00651.x (Accessed: 10
December 2023).

(No date b) The qualitative‐quantitative debate: Moving ... - wiley online library. Available at:
https://onlinelibrary.wiley.com/doi/abs/10.1046/j.1365-2648.1998.00651.x (Accessed: 10
December 2023).

(No date c) Interpretive quantitative methods for the Social Sciences. Available at:
https://journals.sagepub.com/doi/abs/10.1177/0038038515583637 (Accessed: 10
December 2023).

(No date d) Case studies: A research strategy appropriate for ... - sage journals. Available at:
https://journals.sagepub.com/doi/abs/10.1191/0269216304pm962ra (Accessed: 10
December 2023).

(No date e) Ullmann, A.E. (1985) data in search of a theory a critical examination of the
relationship’s among social performance, social disclosure and economic performance of
US firms. Academy of Management Review, 10, 540-557. - references - scientific research

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 publishing. Available at: https://www.scirp.org/reference/referencespapers?
referenceid=1905307 (Accessed: 10 December 2023).

(No date f) McGuire, J. B., sundgren, A., & schneeweis, T. (1988). Corporate Social Responsibility
and firm financial performance. Academy of Management Journal, 31, 854-872. -
references - scientific research publishing. Available at:
https://www.scirp.org/reference/referencespapers?referenceid=1508014 (Accessed: 10
December 2023).

Apa PsycNet (no date) American Psychological Association. Available at:

https://psycnet.apa.org/record/2002-18663-006 (Accessed: 10 December 2023).

Hub (no date) Sci. Available at: https://sci-hub.hkvisa.net/ (Accessed: 10 December 2023).

Turker, D. (2008) How corporate social responsibility influences organizational commitment -

journal of business ethics, SpringerLink. Available at:
https://link.springer.com/article/10.1007/s10551-008-9993-8 (Accessed: 10 December
2023).

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