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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 NGUYEN NAM NHAT HOANG Student ID GBS220355

PHAM UYEN
Class No. G1006S Assessor Name
PHUONG THAO

Student declaration
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

Grading Grid

i
P1 P2 P3 M1 M2 D1

ii
 Summative Feedbacks  Resubmission Feedbacks

Grade: Assessor Signature: Date:

Internal Verifier’s Comments:

Signature & Date:

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1. Introduction
1.1 Background Information

Nowadays, corporate social responsibility (CSR) is recognized as an essential part of business


operations. This change affects various external issues, including the environment, society, and
consumer behavior (Chung, Park, and Lee, 2022). Numerous scholars have studied the impact of
corporate social responsibility (CSR) and its relationship with performance (Dutta and Singh,
2013), as CSR is increasingly perceived as an attractive benefit (Baumgartner, 2013). To achieve
effective sustainability, a business must have a thorough understanding of the various
dimensions of consumer behavior and viewpoints (Keh and Xie, 2009). These factors have a
direct impact on corporate performance.

Corporate Social Responsibility (CSR) is becoming a trend accepted by many businesses


worldwide because it can help companies enhance their environmentally friendly image. CSR
includes concerns for the environment, ethical responsibilities, and charitable activities.
Nowadays, businesses are seeking CSR experts to develop strategies that achieve goals such as
community loyalty and trust. This strategy, influenced by globalization, not only addresses social
and environmental issues but also contributes to the long-term profitability of businesses and the
satisfaction of stakeholders.

The importance of Corporate Social Responsibility (CSR) for businesses seeking to gain a
competitive edge and sustain growth is well acknowledged. (Kramer et al., 2006). Effective
businesses skillfully incorporate social issues into their fundamental business operations and
strategies, generating value via risk and expense reduction, establishing credibility, obtaining a
favorable reputation, gaining competitive advantages, and promoting win-win results through
synergistic value generation. (Kurucz, Colbert, and Wheeler, 2009). Corporate Social
Responsibility (CSR) not only advances the welfare of society but also strengthens a company's
competitive edge by showcasing a dedication to moral and ethical business conduct that is well-
received by stakeholders and clients. Consequently, the effect of adopting ethical behavior on the
company's financial success has been covered in some past studies. ( Aupperle & Hatfield,
1985). The impact of CSR on consumer trust has been the subject of many previous
investigations in the world of marketing research. (Ball et al., 2004; Swaen & Chumpitaz, 2008).

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1.2 Topic Introduction

There is an increasing amount of research about the way corporate social responsibility (CSR)
affects consumer trust. Examining Corporate Social Responsibility (CSR), Vlachos et al. (2009)
suggested a model that connects different company motivations for CSR activities, such as
stakeholder, strategic, egoistic, and value-driven motives, with the trust customers place in the
company. The research aimed to investigate the influence of these motives on customer trust
levels. Another study shows that customer trust will be positively correlated with customers'
perceptions of CSR.(Choi and La, 2013). Similarly, García de los Salmones et al. (2009)
discovered that a services business's ethical conduct positively affects confidence in the services
sector. These studies suggest that CSR might be have positive impact on customer trust.

1.3 Research question and objective


What is the impact of Corporate Social Responsibility (CSR) initiatives on customer trust at
Vietnam Airlines, and What specific mechanisms influence this interaction and function as
mediators?
These research goals are the main objectives of this study:
- Evaluate the impact of CSR on customer trust at Vietnam airline
- Provide theoretical and practical recommendations for future studies, as well as ways that
Vietnam Airlines might increase employee trust through CSR initiatives.
1.4 Significance of this study
1.4.1 Practical significance

Engaging in socially responsible practices enhances a company's image and fosters trust among
customers. Prioritizing CSR leads to increased transparency in business operations, and building
trust through open communication about both successes and challenges. As societal awareness of
social and environmental issues grows, meeting or exceeding customer expectations for ethical
business conduct through CSR initiatives is vital. This aligns the company's values with those of
its customers, reinforcing a commitment to responsible practices and further strengthening trust.

1.4.2 Theoretical significance

Theoretically, this study adds to the corpus of information already available on customer trust
and corporate social responsibility (CSR). This study contributes to our understanding of how
CSR policies affect consumer attitudes and actions by delving into the particular context of

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Vietnam Airlines. The findings have the potential to expand upon and refine current beliefs on
CSR and how it affects gaining the trust of customers.

2. Literature Review
2.1 Customer trust
The definition of consumer trust is the belief that the supplier of a good or service will act in a
way that will best suit the customers' long-term interests. (Crosby et al., 1990). The
establishment and maintenance of enduring connections between a business and its customers
are contingent upon trust, according to scholarly research. (Morgan and Hunt, 1994).
Furthermore, in the hospitality sector, connections are said to be formed mostly through trust.
The concept of trust is divided into two parts: performance or credibility trust and benevolence
trust. (Singh and Sirdeshmukh, 2000). Within the airline sector, Customer-facing airline rules
and procedures for locating and reclaiming misplaced baggage can serve as proof of their
reliability. The customer's faith in the aviation's kindness, compassion, integrity, and care is
known as benevolent trust. Consumers' trust in aviation's goodness is based on their impression
that, in addition to acting effectively and consistently, the establishment would operate with their
best interests and satisfaction in mind when making judgments about services.
2.2 The relationship between corporate social responsibility and customer trust
Customers and the brand may be viewed as business partners, and their collaborative exchange
relationships are shaped by how much each of them believes in the other. (Singh et al.,2012).
Thus, the belief that every business partner would act ethically and reliably in their dealings
could be characterized as trust. (Delgado-Ballester, 2003; Morgan and Hunt, 1994b). Several
academics have suggested that reliability and are important prerequisite for trust. (Iglesias et al.,
2018) The building of trust also depends on the assumption that business partners do not act in
an attempt to profit and that the brand performs responsibly, fairly, and accountably toward its
customers. (Singh et al., 2012b). Socially conscious conduct is crucial because consumers are
more inclined to trust a brand or business that they consider to be mindful of society. (Swaen and
Chumpitaz, 2008b). According to these results from many fields and to bring more clarity to the
services industry, where confidence is crucial. Thus, the four components of corporate social
responsibility (CSR) are environmental responsibility, ethical behavior, economic responsibility,
and legal responsibility. (Hai and Anh, 2023)

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2.3 Research model

3. Methodology
3.1 Research philosophy
positivism

The value of empirical data and generalizations is given top priority by positivism, a
philosophical viewpoint that natural scientists use to explain observable situations in society.
The purpose of this strategy is to reduce the impact of human judgment or prejudice by
prioritizing objective data and facts. By emphasizing the objectivity and universality of scientific
discoveries, positivism aims to get knowledge from quantifiable and observable occurrences. A
more rigorous and methodical knowledge of the universe is therefore promoted by concentrating
on the observable features of reality and attempting to construct general rules and principles
based on actual findings. ( Ryan& Gemma, 2018)

Interpretivism

Positivism's attempt to treat social phenomena as physical realities was met with opposition from
interpretivism, which emerged as a response to positivism's shortcomings. Interpretivism
encourages a thorough examination of factors, context, and individual viewpoints while rejecting
the idea that people can be studied using the same techniques as the natural sciences. In contrast
to positivism, which looks for universal principles, interpretivism acknowledges that social
phenomena are complex and influenced by a variety of cultural backgrounds, historical events,
and personal experiences. The method forgoes the notion of imposing strict, universal rules in
every circumstance in favor of capturing subjective meanings. Interpretivism, on the other hand,
values the depth of insights obtained via qualitative investigation in social science research and

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aims to embrace the complexity of human behavior by taking into account the subtleties of
particular settings and individual opinions. ( Ryan& Gemma, 2018b)

The positivist philosophy of this research emphasizes the use of scientific techniques to the study
of human behavior. Positivism is consistent with science as it uses laws-like generalization. It
entails evaluating several types of data, making use of measurements, deductions, and well-
organized samples, and frequently applying quantitative analytical methods.

3.2 Research approach


The technique of deduction that has been selected for theory creation is based on the prediction
of outcomes by hypotheses that are tested through experiments. On the other hand, induction
entails gathering data that allows for the generalization of inferences on how the item functions.
When the premises of an induction are true, the conclusion of a deduction is definite, while the
conclusion of an induction is only maybe true, contingent upon the caliber of the supporting
evidence and the viability of the premises. (Bara, Bucciarelli and Lombardo, 2001)

3.3 Research Strategy

The two most popular research approaches are quantitative and qualitative. Using data and
statistics to make connections between prospective study results and current knowledge is a key
component of qualitative research. Throughout the data collecting and analysis process, a
detailed grasp of the connections between the variables is essential, as determined by descriptive
or inferential statistics. (Poggenpoel et al., 2001). Graphs, charts, tables, plots, and other visual
presentations are common ways in which the qualitative method is graphically displayed.
(Poggenpoel et al., 2001). On the flip side, research undertaken in a natural environment is
referred to be qualitative. The responsibility lies with the researcher to gather responses and
explore thematic similarities in the answers for analysis. In essence, the researcher poses broad,
general questions to identify common themes among responses in a subjective and biased
manner. (Creswell et al., 2017)

Since this may be quantified and is best shown graphically for comprehension, the study decides
to measure the research using a quantitative method. Although a qualitative approach to
employee performance evaluation may not entirely capture the trend or provide a complete
picture of all employees, it is more suited for understanding the motives underlying workers'
actions than for assessing their performance.

3.4 Research design

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This research will use the questions as below:

Demographic questions:

No. Demographic Response


Questions
1 Gender: Male / Female
2 level of education: Intermediate level/College/University/After University
3 marital status Single/ Married / Divorced
4 monthly income Under 5 million VND / From 5-10 million 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


productive? 1 = strongly disagree to 5 = strongly agree

VNA is trying to offer more competitive prices for 1 = strongly disagree to 5 = strongly
customers? agree

Economic VNA continually enhances service quality to meet the 1 = strongly disagree to 5 = strongly
Responsibility demands of its customers. ? agree

VNA regularly carries out special programs to


minimize negative impacts on the natural 1 = strongly disagree to 5 = strongly
environment.? agree

VNA is trying to allocate resources to offer services 1 = strongly disagree to 5 = strongly


compatible with the environment? agree
Environmental
Responsibility VNA often sponsors pro-environmental programmes? 1 = strongly disagree to 5 = strongly

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agree

VNA is trying to reduce its wastes and uses more 1 = strongly disagree to 5 = strongly
eco-friendly materials? agree

1 = strongly disagree to 5 = strongly


VNA has a detailed code of conduct? agree

1 = strongly disagree to 5 = strongly


VNA's employees adhere to professional standards? 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 = strongly
responsibility 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


Legal requirements?
Responsibility 1 = strongly disagree to 5 = strongly agree

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VNA always provides accurate information about its
products to its customers?
1 = strongly disagree to 5 = strongly agree

VNA aims to comply all regulations relating to


employment and benefits for employees.? 1 = strongly disagree to 5 = strongly agree

4.Participants
4.1 Participant description
This study will cover the individuals who responded to the survey. Diverse selection criteria are
employed to guarantee a variety of viewpoints. Participants will be selected at random, and the
study will maintain participant privacy and security.

4.2 Sampling method


The Snowball approach will be used in this article to choose many different individuals from a
wide range of age and gender categories to get a large number of responses to the research.

4.3 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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6. Conclusion
Overall, the study seeks to provide theoretical and practical insights, making recommendations
for further research as well as strategies Vietnam Airlines may use to increase employee trust
through corporate social responsibility programs.

7.References
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social responsibility: attributions, loyalty, and the mediating role of trust. Journal of the
Academy of Marketing Science, 37(2), 170-180
Choi, B. and La, S. (2013) The impact of corporate social responsibility (CSR) and customer
trust on the restoration of loyalty after service failure and recovery, Journal of Services
Marketing, 27(3), pp. 223–233, [online] Available at:
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García de los Salmones, M. D. M., Perez, A., & Rodríguez del Bosque, I. (2009). The
social role of financial companies as a determinant of consumer behaviour. The
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combining values, strategies and instruments contributing to sustainable development,

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