ASSIGNMENT 01 FRONT SHEET

Qualification BTEC Level 5 HND Diploma in Business

Unit number and title Unit 19: Research Project

Submission date Date received (1st Submission)

Re-submission date Date received (2nd Submission)

Student Name Nguyễn Thanh Tâm Student ID GBH210124

Class No. GBH1115 Assessor Name Ngô Trần Thái Dương

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I certify that the assignment submission is entirely my own work and I fully understand the consequences of plagiarism.
I understand that making a false declaration is a form of malpractice.
Student Signature

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 CORPORATE SOCIAL RESPONSIBILITY

DOES CORPORATE SOCIAL RESPONSIBILITY (CSR) HAVE AN IMPACT ON

CUSTOMER SATISFACTION AND CUSTOMER LOYALTY AT MILITARY
COMMERCIAL JOINT STOCK BANK (MB BANK)?
***
NGUYEN THANH TAM STUDENT
ID: GBH210124
CLASS: GBH1115
GREEENWICH UNIVERSITY

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Table of Contents
1. Introduction...............................................................................................................................4
2. Literature Review......................................................................................................................5
2.1. Corporate Social Responsibility (CSR)................................................................................5
2.1.1. Definition and related concepts......................................................................................5
2.1.2. Theory/ importance research..........................................................................................5
2.2. Customer Sastifaction...........................................................................................................6
2.2.1. Definition and related concepts......................................................................................6
2.2.2. Theory/ importance research..........................................................................................7
2.3. Customer Loyalty.................................................................................................................7
2.3.1. Definition and related concepts......................................................................................7
2.3.2. Theory/ importance research..........................................................................................7
2.4. Relation between CSR and Satisfaction...............................................................................8
2.5. Relation between CSR and Loyalty......................................................................................8
2.6. Research Model and Hypothesis...........................................................................................9
3. Planned Research Methodology...............................................................................................9
3.1. Approach to theory development..........................................................................................9
3.2. Methodological choice........................................................................................................10
3.3. Convenience Sampling strategies.......................................................................................10
4. Timescales................................................................................................................................11
5. Research Ethics Form.............................................................................................................11
References.....................................................................................................................................16

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1. Introduction
According to Leclercq-Machado et al. (2022), the financial industry has recently shown interest
in corporate social responsibility (CSR). Businesses must evaluate their operations to identify,
plan, and implement acceptable and accurate strategies to meet customer expectations regarding
sustainability because their commercial operations have an adverse effect on the external
environment.
Boonlertvanich (2019) has demonstrated that providing banks with higher-quality services can
boost customer satisfaction with businesses. This suggests that a company's ability to
comprehend the needs of its customers can have a significant impact on its ability to succeed
commercially. Additional success elements, such as brand image, reputation, accessibility, and
dependability, are also taken into account when evaluating bank performance and client
involvement. In order to increase profitability, banks should prioritize increasing customer
happiness and cultivating enduring client relationships. According to Gallarza and colleagues
(2011), banks can foster client loyalty by focusing on obtaining satisfaction, which is shown in
intentions to repurchase and refer business to others. For this reason, businesses frequently create
plans that involve deploying instruments to compete in the market and draw clients.
From a business standpoint, organizations frequently create plans that utilize instruments for
market competition in order to draw clients. To the best of our knowledge, corporations are
always coming up with new strategies to gain a competitive edge because, in sectors like retail
banking, businesses are always trying to set themselves apart from one another. Corporate
characteristics that produce higher value and differentiation are linked to distinctive and
differentiated strategy. One of those components is corporate social responsibility, which
encompasses the obligations society places on businesses at any particular time in terms of the
economy, law, ethics, and discretion (Carroll, 1979).
Another definition, according to Mosaid and Boutti (2012), places more emphasis on how a
company's operations are integrated and adjusted to meet the needs of the community. As a
result, these activities serve as a catalyst for the business's development. It has been established
through study conducted by Jayachandran (2005) that CSR has an impact on consumer
satisfaction and loyalty transform into a tactic that promotes and strengthens product distinction.
CSR is growing in popularity in Vietnam. Recently, local branches of the Military Commercial
Joint Stock Bank (MB Bank) in Vietnam have started to pay attention and actively carry out
CSR initiatives. These initiatives are frequently viewed as a means by which businesses can
enhance their reputation as ethical and professional. The banking sector, which includes MB

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Bank, Sacombank, ACB, and many more, is crucial in the creation and execution of numerous
corporate social responsibility initiatives another financial institution.
Nonetheless, there aren't many studies that concentrate on CSR and offer extensive electronic
services and products to the Vietnamese banking industry. Furthermore, to the best of my
knowledge, no research—or very little—has been done to examine how CSR initiatives that
emphasize the financial side of things affect customer satisfaction and loyalty in Vietnam's
banking industry. As a result, this research article will address the article's primary question,
which is: Does Corporate Social Responsibility (CSR) at Military Commercial Joint Stock Bank
(MB) affect customer satisfaction and trust? Additionally, the research article will be used as a
benchmark for future articles.

2. Literature Review
2.1. Corporate Social Responsibility (CSR)
2.1.1. Definition and related concepts
Although there isn't a single definition for corporate social responsibility, Chakraborty (2015)
claims that it usually refers to open and honest business practices that uphold moral principles
and legal requirements insist on treating people, communities, and the environment with respect.
Therefore, firms need to be accountable for their entire impact on people and the environment in
addition to their profits. The lack of agreement in the literature has led to varying descriptions
from different authors. CSR is among many different actions are referred to as collectives
(Godfrey and Hatch, 2007). It might be distinct for businesses, it can signify several things and
encompass a variety of subjects (Decker, 2004).
These days, corporate social responsibility, or CSR, is a big deal for plenty of companies. The
idea is strongly linked to sustainable business growth, which calls on organizations to balance
their financial, social, and environmental obligations in order to stakeholders in business.
The relationship between business and society is complex, as Warren (2003) notes, and
corporations are under pressure from society to behave properly in both their internal and
external settings.
2.1.2. Theory/ importance research
According to Vitezic et al. (2012), the terms corporate social responsibility (CSR) and
sustainable development, corporate citizenship, corporate sustainability, corporate social
performance, and corporate ethics are frequently used interchangeably. Stakeholders may view
corporate social responsibility (CSR) as support for deserving causes, but it can also be viewed
as a marketing tactic used to raise brand awareness rather than have a positive societal impact.

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Associated parties often question whether corporate social responsibility (CSR) is genuinely
selfless or only a ploy to boost sales indirectly.
But corporate social responsibility has gained prominence and is now a top concern for
companies worldwide marketing and management. Though corporate social responsibility and
marketing ethics acknowledge the value of conducting business, concern for the benefit of
society by increasing the quality of life; while maximizing optimization, there is growing
concern among professionals and researchers in the region in spite of this their business's
earnings. However, CSR was defined by McWilliams and Siegel (2001) as "activities that appear
to further certain legal requirements for social benefits that go beyond those of the business.
Likewise, Labbai (2007) clarified Corporate social responsibility refers to an organization's
continuous pledge to act morally, promote economic growth, and enhance the standard of living
for its employees and their families as well as of local neighborhood and society in general.
(CSR) has five facets: stakeholder, economic, environmental, social, and volunteer. Given that
the parties concerned CSR is consequently concerned with elements of how businesses deal with
their suppliers, consumers, and employees is seen as a critical component of corporate success
and is significant in building a long-term image.
2.2. Customer Sastifaction
2.2.1. Definition and related concepts
Customer satisfaction is a very subjective measure that is heavily impacted by personal
expectations. Certain definitions are predicated on the finding that client contentment or
discontent stems from either the validation or denial of personal expectations with reference to a
goods or service. In order to prevent issues arising from the rainbow of given the variations in
client expectations, several experts advise businesses to "Focus on an objective that is more
directly associated with customer equity." Rather than inquiring as to whether clients are happy,
they promote businesses must ascertain how their clients hold them responsible (Wreden, 2004).
According Reed and Hall (1997), the extent to which a consumer feels that a person, business, or
organization has successfully delivered a good or service that satisfies their demands in the
situation in which they are using it is known as customer satisfaction is familiar with and/or
makes use of the good or service. Contentment is not innate in the person or the item, but is a
reaction that is socially produced in response to the connection between a buyer, the product, and
the manufacturer of the product /maker. As much as a maker or supplier might have an impact
on the different aspects of the partnership, the supplier can affect the client contentment.

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2.2.2. Theory/ importance research
According to Boshoff and Gray (2004), customer perception of the qualities of the product or
service in relation to them is the primary factor in determining customer satisfaction rather than
any intrinsic qualities of the product or service. As a result, different customers will express
varying degrees of satisfaction for the same product or service. Customer happiness has been
identified in marketing literature as a critical component of business strategy and a major factor
in the sustained increase of company profits and market value. It follows that a favorable
correlation between CSR and customer satisfaction is anticipated.
2.3. Customer Loyalty
2.3.1. Definition and related concepts
According to Mellens, Dekimpe, and Steenkamp (1996), loyalty is a biased reaction to a brand or
product that is expressed over time and is defined by the purchasing habits of a decision-making
unit, which can be a person, a household, or a business.
As a result, loyalty denotes a customer's regular repurchase of a brand as a result of their
favourable brand or product affinity. According to Jacoby and Chestnut (1978), commitment is a
necessary component of loyalty and makes a distinction between loyalty and inertia-driven
recurring purchases.
Strong and enduring customer loyalty offers a brand several benefits, such as the capacity to
maintain premium pricing, increased negotiating power with distribution channels, lower costs,
and a formidable barrier to prospective new entrants into the good or service in the same
category (Reichfeld, 1996).
2.3.2. Theory/ importance research
Building a devoted client base becomes not just a key marketing objective but also a crucial
foundation, as retaining customers is thought to be a crucial objective for a business's survival
and success vital for long-term competitive advantage growth (Dick and Basu, 1994). Due to the
fact that retaining customers can result in higher earnings over the course of their lifespan,
understanding how to foster or maintain loyalty is therefore seen as a critical component of long-
term corporate profitability (Lemon, Wine and White, 2002).
A strong desire to regularly repurchase a favoured good or service in the future, resulting in
multiple purchases of the same brand, is known as customer loyalty repeatedly, in spite of
marketing initiatives and situational circumstances that could cause behavioural change (Oliver,
1999). According to Blau (1964), giving to charity results in generalized reciprocity. Eisingerich
et al. (2011) demonstrated that the impact of corporate social responsibility (CSR) initiatives on
consumer perceptions may be explained by the general concept of reciprocity. Overall

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reciprocity is created via socially conscious economic, social, and environmental actions.
Customers gain indirectly from firms' CSR efforts, but they also reciprocate these efforts as
members of the community.
2.4. Relation between CSR and Satisfaction
Customers are the company's primary stakeholders, and they care about both the business's
ethical and financial performance, according to Polonsky et al. (2005). According to He, Li, and
Keung Lai (2011), businesses who participate in CSR programs and other ethical endeavour’s
see an increase in customer satisfaction and loyalty. He and Li (2011) investigated how
consumer satisfaction is impacted by CSR initiatives. As a result, if the business engages in CSR
activities, customers are happier. Another form of CSR activity is corporate philanthropy, which
opens the door to more favourable customer behaviours, positive brand purchase intentions, and
customer satisfaction (Sen, Bhattacharya, & Korschun, 2006). All of these factors have a positive
impact on an organization's image and brand image (Sen & Bhattacharya, 2001).Additionally,
people's ability to evaluate businesses and be happy with their services is greatly aided by
sustainable behaviours (Bhattacharya & Sen, 2003).
The relationship between CSR and customer happiness is good, according to Bhattacharya and
Sen (2004). The wealthiest Fortune 500 companies in the world understand that consumer
happiness and corporate social responsibility go hand in hand (Maignan & Ferrell, 2004).
According to Luo and Bhattacharya's (2006) findings, consumers are very satisfied with socially
conscious items. As a result, the writer conjectures:
Hypothesis 1. There is a strong positive correlation between consumer satisfaction and corporate
social responsibility.
2.5. Relation between CSR and Loyalty
Apart from proving that customer trust is a crucial precondition for customer loyalty, several
academics have contended that corporate social responsibility (CSR) plays a pivotal role in
business success. It can influence customers' perceptions of a brand, ascertain their propensity to
revisit the brand's offerings (Luo and Bhattacharya, 2006), and establish a durable bond with the
brand (Markovic et al., 2018; Singh et al., 2012). Indeed, a plethora of studies has recognized
that adhering to social responsibility principles can assist brands in creating and preserving
enduring ties with their clientele. As a result, a great deal of empirical research has linked CSR
to consumer loyalty (e.g., Castaldo et al., 2009; Diallo and Lambey-Checchin, 2017; Park et al.,
2017).
Mandhachitra and Poolthong (2011) shown that corporate social responsibility (CSR) has a
beneficial effect on customer loyalty in the banking industry. Pérez and Rodríguez del Bosque

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(2015) discovered that corporate social responsibility (CSR) positively influences customers'
propensity to repurchase in the banking sector.
Castaldo et al. (2009) discovered that consumer views of corporate social responsibility (CSR)
positively affect brand loyalty in the context of fair trade items. Consumers' opinions of a
business's dedication to corporate social responsibility (CSR) positively influence their brand
loyalty. Choi and La (2013) discovered a favorable relationship between customer loyalty and
customer awareness of corporate social responsibility (CSR) in some service industries,
including banking.
Similar to this, Stanaland et al. (2011) offered empirical evidence on the beneficial influence of
consumer evaluation of a company's CSR efforts on customer loyalty in an empirical research of
the causes and effects of CSR. In line with this research in a range of settings, we propose that:
Hypothesis 2. Consumer loyalty is positively impacted by CSR perception.
2.6. Research Model and Hypothesis

H1
Customer
Satisfaction
CSR

Customer Loyalty
H2

3. Planned Research Methodology

3.1. Approach to theory development
In order to investigate how CSR impacts customer satisfaction and loyalty at MB Bank, the
author employed the deductive technique. Seeking the truth is the aim of the deductive
approach to moral judgment. Using this study design, the author assesses the significance of a
fact when it contributes to another truth. The author also provides thorough theories from which
wide generalizations can be made. The capacity to extrapolate research findings and concepts to
a broader audience is another asset the author exploits.
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3.2. Methodological choice
In order to investigate how CSR affects consumer loyalty and satisfaction, the author used
quantitative research techniques. Because it enables the collection of quantitative data from
numerous clients in a wide range of locations and countries, the survey approach is thought to be
practical and appropriate for this study. In a comparatively short amount of time, surveys are an
efficient way to gather data from a big number of people. To guarantee reader understanding,
data correctness, and dependability, it is crucial to thoroughly investigate and create client
questionnaires. Selecting quantitative research techniques has advantages when examining how
corporate social responsibility affects customer happiness and loyalty. With the use of this
customer-focused strategy, information from a sizable sample size may be gathered to provide a
thorough grasp of customer loyalty and satisfaction. Testing hypotheses, determining statistically
significant findings, and identifying correlations between variables are made easier by objective
measurement and statistical analysis.
The qualitative research approach has limits in terms of representativeness, which is why the
author of this study chose against using it. Because qualitative approaches are frequently case-
specific, it is challenging to generalize findings to the rehabilitation process as a whole.
Additionally, evaluation biases may result from researcher prejudice and a lack of objectivity
knowledge. Furthermore, the lack of statistical approaches in qualitative methods can make it
more difficult to guarantee the validity and reliability of study findings.
3.3. Convenience Sampling strategies
In the research article, the author uses sampling for convenience and ease of usage. Is there a
relationship between customer satisfaction and corporate social responsibility (CSR) at Military
Commercial Joint Stock Bank (MB Bank)?
The author uses this sample methodology since it is the most practical method. Etikan et al.
(2016) define convenience sampling as a kind of non-probability or non-random sampling in
which target groups fit particular practical requirements, like being easily accessible, being
located in a particular area, being available at a given time, or being willing to participate in
research. The correlations between variables and constructs can be positive or negative,
statistically significant or not, depending on the particular convenience sample that was utilized.
As a result, the population study subjects that the author uses for convenience sampling are those
that are easily accessible to the researcher, which facilitates and improves the effectiveness of
research. It is important to note, nevertheless, that convenience sampling has the potential to
introduce bias and reduce the findings' generalizability in cases when a higher proportion of
consumers were surveyed.

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When study subjects are rare or hard to contact, snowball sampling is frequently used.
Nonetheless, the author did not have too much trouble in this instance contacting people and
organizations connected to the study. As a result, convenience sampling is the author's
preference rather than snowball sampling.
Volunteering is a requirement for self-selected sampling in study subjects. Nonetheless, the
author of my study sought to ensure that the sample was diverse and representative, even if some
participants may not have given their consent. This makes it possible to compare and fully
comprehend various client perspectives. For this reason, the self-selection sampling strategy is
inappropriate in this instance.
The author thinks that by using a convenient sampling strategy, the information gathered will
be adequate and pertinent to provide a comprehensive understanding of the effect of CSR on
customer satisfaction and loyalty at MB Bank. The results of this study, the authors note, are
restricted to the chosen subjects and cannot be applied to the entire population. At least forty
persons are expected to respond to this poll. The survey will be distributed by the author using a
variety of methods including distributing it via personal email and disseminating links via
Messenger and Zalo groups.

4. Timescales
Milestone one: Questionnaire/Interview Question Finalization
Target date (set by tutor): Dec 1
Milestone two: Finish the data collection
Target date (set by tutor): Dec 5
Milestone three: Numerical analysis
Target date (set by tutor): Dec 10
Milestone four: Production of final outcome (Draft)
Target date (set by tutor): Dec 15
Milestone five: Production of final outcome (Official)
Target date (set by tutor): Dec 20

5. Research Ethics Form

Research Ethics Approval Form

All students conducting research activity that involves human participants or the use of data
collected from human participants are required to gain ethical approval before commencing their

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research. Please answer all relevant questions and note that your form may be returned if
incomplete.
For further support and guidance please see your respective Unit Tutor.
Before completing this form, we advise that you discuss your proposed research fully with your
Unit Tutor. Please complete this form in good time before your research project is due to
commence.

Section 1: Basic Details

Project title: DOES CORPORATE SOCIAL RESPONSIBILITY (CSR) HAVE AN IMPACT
ON CUSTOMER SATISFACTION AND CUSTOMER LOYALTY AT MILITARY
COMMERCIAL JOINT STOCK BANK (MB BANK)?
Student name (group representative): Nguyễn Thanh Tâm
Programme: Business Administration
School: Greenwich University
Intended research start date: Nov 06, 2023
Intended research end date: Dec 22, 2023

Section 2: Project Summary

Please select all research methods that you plan to use as part of your project:
• Interviews: 
• Questionnaires: X
• Observations: 
• Use of Personal Records: 
• Data Analysis: X
• Action Research: 
• Focus Groups: 
• Other (please specify):

Section 3: Participants
Please answer the following questions, giving full details where necessary.
Will your research involve human participants? Yes

Who are the participants? Tick all that apply:

Ages 12-16:  Young People aged 17–18:  Adults: X

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How will participants be recruited (identified and approached)? Send emails randomly to
participants

Describe the processes you will use to inform participants about what you are doing: The
purpose of the research as well as data confidentiality policy will be introduced at the
beginning of the survey

How will you obtain consent from participants? Will this be written? How will it be made
clear to participants that they may withdraw consent to participate at any time? The
beginning of the survey (sent through email) will ask for the participants’ consent. This
section also emphasizes that participants may withdraw consent to participate at any time.
Studies involving questionnaires: Will participants be given the option of omitting
questions they do not wish to answer?
Yes: X No: 
If No please explain why below and ensure that you cover any ethical issues arising from
this

Studies involving observation: Confirm whether participants will be asked for their
informed consent to be observed.
Yes: X No: 

Will you debrief participants at the end of their participation (i.e. give them a brief
explanation of the study)?
Yes: X No: 

Will participants be given information about the findings of your study? (This could be a
brief summary of your findings in general)
Yes: X No: 

Section 4: Data Storage and Security

Confirm that all personal data will be stored and processed in compliance with the Data
Protection Act (1998) Yes: X No: 
Who will have access to the data and personal information? Only the researcher

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During the research:
Where will the data be stored? Personal laptop

Will mobile devices such as USB storage and laptops be used? Yes: X No: 

If yes, please provide further details: Only personal USB and laptops

After the research:

Where will the data be stored? Personal Google drive with secured password.

How long will the data and records be kept for and in what format? Will data be kept for use by
other researchers? Data will be kept in 1 year and in soft copy.
Yes:  No: X
If yes, please provide further details:

Section 5: Ethical Issues

Are there any particular features of your proposed work which may raise ethical concerns? If so,
please outline how you will deal with these:
It is important that you demonstrate your awareness of potential risks that may arise as a result of
your research. Please consider/address all issues that may apply. Ethical concerns may include,
but are not limited to the following:
• Informed consent.
• Potentially vulnerable participants.
• Sensitive topics.
• Risks to participants and/or researchers.
• Confidentiality/anonymity.
• Disclosures/limits to confidentiality.
• Data storage and security, both during and after the research (including transfer, sharing,
encryption, protection).
• Reporting.
• Dissemination and use of your findings.

Section 6: Declaration

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I have read, understood and will abide by the institution’s Research and Ethics Policy:
Yes: X No: 

I have discussed the ethical issues relating to my research with my Unit Tutor:
Yes: X No: 

I confirm that to the best of my knowledge:

The above information is correct and that this is a full description of the ethics issues that
may arise in the course of my research.
Name: Nguyễn Thanh Tâm
Date:
Please submit your completed form to ………………………

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