(Luận văn) corporate social responsibility practices and customer brand engagement, evidence from vietnam

t to UNIVERSITY OF ECONOMICS HO CHI MINH CITY ng hi International School of Business ep w n lo ad ju y th yi Tran Quoc Trung pl n ua al va n CORPORATE SOCIAL RESPONSIBILITY ll fu oi m PRACTICES AND CUSTOMER BRAND nh at ENGAGEMENT: EVIDENCE FROM z z k jm ht vb VIETNAM om l.c gm an Lu MASTER OF BUSINESS (Honours) n va ey t re Ho Chi Minh City –2015 t to UNIVERSITY OF ECONOMICS HO CHI MINH CITY ng hi International School of Business ep w n lo ad ju y th yi Tran Quoc Trung pl n ua al n va CORPORATE SOCIAL RESPONSIBILITY fu ll PRACTICES AND CUSTOMER BRAND oi m nh at ENGAGEMENT: EVIDENCE FROM z z k jm ht vb VIETNAM om an Lu SUPERVISOR: LE NGUYEN HAU l.c MASTER OF BUSINESS (Honours) gm ID: 22130089 n va ey t re Ho Chi Minh City – 2015 t to ACKNOWLEDGEMENT ng hi Firstly, I would like to express my deepest gratitude to my supervisor Assoc Prof Le Nguyen ep Hau for his professional guidance, valuable comments, and continuous encouragement as well w as helpful support that made this thesis possible n lo ad I am sincerely thankful to proposal examination committee Their valuable suggestions ju y th contributed significantly to this study and supported me in completing with best results yi Special thanks to all of my classmate in MBUS class, who gave me useful support for pl conducting this study ua al n I also would like to express my grateful thanks to my friends and people in Vietnam who va participated in filling the questionnaires for providing the valuable information to this study n fu ll Personally and finally, the deepest and sincerest gratitude go to my beloved family for the m oi boundless support, abundant love and encouragement throughout my period of study at nh Therefore, I devote this work as a gift to them all z z k jm ht vb om l.c gm an Lu n va ey t re ABSTRACT t to In the Vietnam context after Doimoi, Vietnam is one of the transition economic nations ng hi strongly affected by global market With expectation, this research explores the effect of ep customer perception of a firm’s corporate social responsibility on customer brand engagement through a survey of 226 people who live in Ho Chi Minh City The collected data was w n analyzed and evaluated by SPSS program with analysis of reliability, factor analysis, and lo ad multiple regression analysis Current study finds out that economic, legal, ethical, and y th philanthropy CSR perception have significant impact on customer brand engagement ju yi Generally, this study contributes ideas about CSR to brand owners as well as managers pl ua al Customer also identify more clearly about CSR practices and reorient their chosen These finding suggest that the brand owners, managers should carefully consider the ethical n n va practices, then philanthropy, economic and legal practices in order to engage more customer oi m about their practices ll fu Besides, the managers should state out their practices, which enhance perception of customer at nh Key words: economic CSR perception, legal CSR perception, ethical CSR perception, z philanthropy CSR perception, customer brand engagement z k jm ht vb om l.c gm an Lu n va ey t re Contents Abbreviation t to ng List of Figure hi ep List of table CHAPTER 1: INTRODUCTION w n lo 1.1 Research background .1 ad y th 1.2 Research problem ju 1.3 Research gap yi pl 1.4 Research objectives al n ua 1.5 Significance of study n va 1.6 Research scope and methodology ll fu 1.7 Research structure m oi CHAPTER 2: LITERATURE REVIEW nh at 2.1 Customer engagement (CE) z z 2.2 The concept of corporate social responsibility (CSR) vb jm ht 2.3 Corporate social responsibility (CSR) theories 10 k 2.3.1 Stakeholder theory .10 gm 2.3.2 Caroll’s CSR conceptualization-Carroll’s CSR pyramid 11 l.c 2.4 Research framework .12 om an Lu 2.5 Research Model 15 CHAPTER 3: METHODOLOGY 17 ey 3.1.2 Qualitative research .19 t re 3.1.1 Research process 17 n va 3.1 Research design 17 3.1.3 Quantitative research .19 t to 3.2 Measurement scale .19 ng hi 3.3 Research sample 21 ep 3.4 Data collection 22 w 3.5 Data analysis method 23 n lo ad 3.5.1 Descriptive statistic .23 ju y th 3.5.2 Cronbach’s Alpha 23 yi 3.5.3 Exploratory Factor Analysis (EFA) 24 pl ua al 3.5.4 Multiple Regression Analysis .25 n CHAPTER 4: DATA ANALYSIS 27 va n 4.1 Sample description .27 fu ll 4.2 The reliability analysis: Cronbach’s Alpha test 28 oi m at nh 4.3 Exploratory Factor Analysis (EFA) for measurement scale 29 4.3.1 Independent factors: CSR perceptions 30 z z ht vb 4.3.2 Dependent factor: Customer brand engagement 32 k jm 4.3.3 Validity analysis 35 gm 4.4 Multiple regression analysis: testing hypothesis 36 l.c 4.4.1 Assumption testing 36 om 4.4.2 Hypothesis testing: relationship between independent variables and dependent an Lu variable 38 5.2 Managerial implication 47 ey 5.1 Conclusion 46 t re CHAPTER 5: CONCLUSIONS, IMPLICATIONS AND LIMITATIONS 46 n va 4.5 Discussions on the results 40 5.3 Limitation and further research 49 t to References 51 ng hi Appendix Guidelines for In-depth Interview Respondents’ information 63 ep Appendix 2: English version of Questionnaire Survey .65 w Appendix Vietnamese version of Questionnaire Survey 69 n lo ad Appendix 4: Brand Frequency .73 y th Appendix 5: Charts of multiple regression analysis 74 ju yi Appendix 6: Rotated Component Matrix before removing items 75 pl n ua al n va ll fu oi m at nh z z k jm ht vb om l.c gm an Lu n va ey t re Abbreviation t to ng hi ep w n CSR Corporate social responsibility CE Customer engagement ACCA The Association of Chartered Certified Accountants lo ad CIMA The Chartered Institute of Management Accountants y th Canadian Investment Manager ju CIM yi pl WTO World Trade Organization ua al TNCs Transnational corporations n va 3-chloropropane-1, 2-diol WBCSD World Business Council for Sustainable Development CSP Corporate social performance n 3MCPD ll fu oi m at nh z z k jm ht vb om l.c gm an Lu n va ey t re i List of Figure t to ng hi Figure 1: The pyramid of Corporate Social Responsibility ………………………… .12 ep Figure 2: Concept model…………………………………………………………… … 15 w n Figure 3: Research process……………………………………………………………… 18 lo ad Figure 4: Histogram of Customer Brand Engagement ……………………………………74 y th ju Figure 5: Normal P-P plot of Customer Brand Engagement …………………………… 74 yi pl Figure 6: Scatter plot of Customer Brand Engagement ………………………………… 74 n ua al n va ll fu oi m at nh z z k jm ht vb om l.c gm an Lu n va ey t re ii t to List of table ng hi ep Table 3.1 Measurement scale …………………………………………………………… 20 w Table 4.1 Sample Characteristic ……………… ……………………………………… 27 n lo ad Table 4.2 Result of Cronbach’s Alpha ………………………………………………… 28 y th Table 4.3 KMO and Bartlett's Test……………………………………………………… 30 ju yi Table 4.4 Total Variance Explained …………………………………………………… 30 pl al n ua Table 4.5 Rotated Component Matrix ………………………………………………… 31 n va Table 4.6 KMO and Bartlett's Test ……………………………………………………….32 ll fu Table 4.7 Total Variance Explained …………………………………………………… 32 m oi Table 4.8 Component Matrix ………….………………………………………………….32 nh at Table 4.9 Cronbach’s Alpha after reducing items ………………………………….…….34 z z Table 4.10 Correlation Matrix ……………………………………………………… … 35 ht vb k jm Table 4.11 Coefficients Matrix ………………………………………………………… 37 l.c gm Table 4.12 Model Summary ………………………………………………………………38 Table 4.13 ANOVA ………………………………………………………………………38 om Table 4.14 Summary of hypotheses testing result ……………………………………… 40 an Lu Table 6.1 Rotated Component Matrix …………………………………………………… 75 n va Table 6.2 Reliability Statistic …………………………………………………………… 75 ey t re iii Schaufeli, W.B., Salanova, M., González-Romá, V., & Bakker, A.B (2002) The t to measurement of engagement and burnout: A two sample confirmatory factor analytic ng approach Journal of Happiness Studies, 3(1), 71-92 hi ep Schmeltz, L (2011) Customer-oriented CSR communication: Focusing on ability or morality? An International Journal, 17(1), 29-49 w n lo Sen, S., Bhattacharya, C.B., & Korschun, D (2006) The role of corporate responsibility in ad strengthening multiple stakeholder’s relationship: A field experiment Journal of y th ju Academy of Marketing Science, 34(2), 158-166 yi pl Shevlin, R (2007) Engagement myopia The Financial Brand Retrieved April 24, 2015 al n ua from http://thefinancialbrand.com/46392/engagement-myopia/ va So, K.K.F., King, C., & Sparks, B (2014) Customer engagement with tourism brands: n Scale development and validation Journal of Hospitality & Tourism Research, ll fu 38(3), 304-329 oi m nh Steenkamp, J.B.E.M., & Trijp, H.C.M.V (1991) The use of LISREL in validating at marketing constructs International Journal of Research in Marketing, 8(4), 283-99 z z jm ht Harper Collin vb Tabachnick, B.G., & Fidell, L.S (1991) Using multivariate statistics (3rd ed.) New York: k The Economic Intelligent Unit (2007) Beyond loyalty: Meeting the challenge of customer gm http://www.adobe.com/engagement/pdfs/partI.pdf om l.c engagement, economist intelligence unit Retrieved April 24, 2015 from Amsterdam: Triple Performance Center an Lu Van, M.M (2001) The concept and definition of corporate social responsibility ey 61 | P a g e t re Human Behavior, 48(2015), 340-357 n customer environments: An empirical study of customer engagement Computers in va Verhagen, T., Swen, E., Feldberg, F., & Merikivi, J (2015) Benefitting from virtual Vu, H.L (2012) Antecedents of shopper loyalty in the Vietnamese supermarkets t to Unpublished Master Thesis, University of Economics Retrieved December 1, 2015 ng from: http://isb.edu.vn/ISBResearch.aspx?page=1 hi ep Wang, J.S., & Pho, T.S (2009) Drivers of customer intention to use online banking: An empirical study in Vietnam African Journal of Business Management, 3(11), 669- w n 677 lo ad Waworuntu, S.R., Wantah, M.D., & Rusmanto, T (2014) CSR and financial performance y th ju analysis: Evidence from top ASEAN listed companies Social and Behavioral yi Sciences, 164(2014), 493-500 pl al ua Windsor, D (2001) The future of corporate social responsibility International Journal of n Organizational Analysis, 9(3), 225-256 va n Wirgau, J.S., Farley, K.W., & Jensen, C (2010) Is business discourse colonizing fu ll philanthropy? A critical discourse analysis of (PRODUCT) RED International m oi Journal of Voluntary and Nonprofit Organizations, 21(4), 611-630 nh at Wirtz, J., Lwin, M.O., & Williams, J.D (2007) Causes and consequences of customer z z online privacy concerns International Journal of Service Industry Management, jm ht vb 18(4), 326-348 k Wood, D.J., & Jones, R.E (1995) Stakeholder mismatching: A theoretical problem in gm empirical research on corporate social performance International Journal of om l.c Organization Analysis, 3(3), 229-267 World Business Council for Sustainable Development Center (2015) Corporate social n va program/business-role/previous-work/corporate-social-responsibility.aspx an Lu responsibility Retrieved April 23, 2015 from: http://www.wbcsd.org/work- 62 | P a g e ey responsibility Journal of Science and Technology Development, 14(2), 106-115 t re Xuan, L.T.T., & Gregory, T.A (2011) Development in defining corporate social t to ng hi ep Appendix Guidelines for In-depth Interview Respondents’ information Comment Original measurement scales Final w n Economic CSR perception from Arli and Lasmono (2010) lo I believe that this brand prioritize customer’s benefit than profit ad I believe that this brand must Respondents suggested that maximize profit instead “maximize profit”, the brand should prioritize the “benefit of customer” ju y th yi I believe that this brand using high technology for producing pl I believe that this brand must Respondents suggested that for always improve economic better economic performance, performance brand should uses high technology equipment n ua al va I believe that this brand always improves product quality n I believe that this brand must To make this clearer, plan for their long term success respondents suggested that this long term plan should focus on improve product quality ll fu oi m at nh Legal CSR Perception from Arli and Lasmono (2010) z z jm ht I believe that this brand must avoid non-abiding law even it this helps improve the performance k Ethical CSR Perception from Ho and Rashid (2003); Mulki and Jaramillo (2011) an Lu I think that this brand does not give incorrect instructions 63 | P a g e ey I think that this brand would not Respondent suggested that give deceptive instructions “deceptive” should be changed by “incorrect” t re I think this brand does commit that the product is “new and improved” n Respondent suggested that brand should commit about the “new and improved” va I think this brand would not lying that the product is “new and improved” om l.c gm I believe that this brand must Respondent suggested that refrain from bending the law “refrain from bending” should even it this helps improve the be changed by “avoid nonperformance abiding” I believe that this brand must avoid refusing their contractual obligations vb I believe that this brand must Respondent recommended for refrain from putting aside their more understanding that “refrain contractual obligations from putting aside” should be changed by “avoid refusing” t to I believe ethical problems not Respondent suggested that occur at this brand brand should not be “related” to unethical issues I think that this brand not related to unethical issues ng hi Philanthropy CSR Perception from Oppewal, Alexander and Sullivan (2006) ep I think that this brand always support scholarship for poor student I think that this brand have good Respondent suggested that activities at provision for “support scholarship for poor education in this City student” is suitable than w n lo I think that this brand supports labor safety and welfare for workers ad I think that this brand have good Respondents recommended activities at support for better “support labor safety and work condition in local industry welfare” for workers ju y th I think that this brand have good activities at helping communities yi I think that this brand have good Respondents recommended activities at helping local people “communities” more suitable in need than “people in need” pl ua al I think that this brand supports for national cultural and sport events n I think that this brand have good Respondents recommended activities at support for national deleting “good activities” cultural and sport events n va fu I think that this brand concern for protecting local environment ll I think that this brand concern for Respondents thought confusing local natural environment with “natural environment” and suggested with “ protect environment” oi m at nh z Customer Brand Engagement So et al (2014) z This item was deleted k jm ht vb When someone praises this All respondents thought this brand, it feels like a personal sentence not suitable in Vietnam compliment om l.c gm an Lu n va ey t re 64 | P a g e t to ng hi ep Appendix 2: English version of Questionnaire Survey Questionnaire w n Dear sir/madam lo ad I am Tran Quoc Trung, a student of Master Program of University of Economics Ho Chi y th ju Minh City I am undertaking the research to investigate the impact of corporate social yi responsibility practices and customer engagement pl ua al Please give me minute for answering this questionnaire, your help is very important to my n research I commit that your information responsing to this research will be secret and used va n for only statistic I am very pleasure to reply your requirement for result of this research fu ll Content of Survey oi m at nh Part A: z This part relating to your brand which you are using Among all brands below, please Nestle k jm ht Unilever vb Vinamilk z choose only one brand which you are using recently om l.c gm an Lu n va ey t re 65 | P a g e t to ng hi ep w n lo ad ju y th yi pl ua al If your answer is “Not know”, you could stop your work here Thank you for your time n spending in completing this questionnaire va n If your answer is “Yes”, please continue your work by answering the questions in Par B and ll fu part C oi m Disagree Neither agree nor disagree agree 5 5 k jm ht vb Strongly agree Strongly disagree z om l.c gm an Lu n va ey t re 66 | P a g e z To what extent you agree with each of the following statements, please indicate your answer using the following 5-point scale where 1-Strongly disagree 2-Disagree 3- Neither agree nor disagree 4- Agree 5-Strong agree I believe that this brand must control their production cost strictly I believe that this brand using high technology for producing I believe that this brand always improves product quality I believe that this brand prioritize customer’s benefit than profit I believe that this brand must ensure that their employees act within the standards defined by the law at nh Part B: the statement below relating to brand which you has chosen in Part A t to ng hi ep 5 5 5 5 5 5 I believe that this brand must avoid refusing their contractual obligations I believe that this brand must avoid nonabiding law even it this helps improve the performance I believe that this brand must always submit to the principles defined by the regulatory system I think this brand would not marketing unsafe product I think this brand does commit that the product is “new and improved” I think that this brand does not give incorrect instructions I think that this brand would not sell defectives products I think that this brand would not irritation in advertisement I believe that this brand salesperson is honest with me I think that this brand not related to unethical issues I believe this brand is a highly ethical brands I think that this brand always support scholarship for poor student I think that this brand supports labor safety and welfare for workers I think that this brand supports for national cultural and sport events oi w n lo yi pl n ua al 13 ju 12 y th 11 ad 10 n va 14 at nh z z 3 20 I think that this brand concern for protecting local environment 21 I think that this brand have good activities at helping communities I concentrate a lot on this brand I feel excited about this brand When interacting with the brand intensely, I feel happy In general, I thoroughly enjoy exchanging ideas with other people in the brand community 1 2 3 4 5 5 k jm ht 19 vb 18 m 17 ll 16 fu 15 om an Lu n va ey t re 67 | P a g e l.c 25 gm 22 23 24 t to ng hi Part C: General information ep Please tell us the following information to serve the classification and presentation of w n statistical data: lo ad Gender: Male Female y th ju Age: From 18 to 24From 24 to 30Over 30 yi pl Level of education: undergraduategraduatepostgraduate al n ua Income ( millions VND per month): less than From to 10 Over 10 n va ll fu oi m at nh z z k jm ht vb om l.c gm an Lu n va ey t re 68 | P a g e t to ng hi ep Appendix Vietnamese version of Questionnaire Survey Phiếu Khảo Sát w n Kính chào Anh/Chị, lo ad Tơi tên Trần Quốc Trung, học viên cao học Trường Đại học Kinh Tế TP y th yi khách hàng ju Hồ Chí Minh Tơi nghiên cứu thực tiễn trách nhiệm xã hội gắn bó pl ua al Rất mong Anh/ Chị dành khoảng phút để trả lời Phiếu khảo sát Sự hỗ trợ Anh/ n Chị quan trọng nghiên cứu Tôi cam kết đảm bảo thông tin va n Anh/chị cung cấp giữ bí mật sử dụng cho nghiên cứu dạng thống ll fu kê Tơi sẵn lịng hồi đáp Anh/Chị qua email Anh/Chị có nhu cầu tham khảo kết m oi khảo sát nh Chân thành cám ơn hỗ trợ nhiệt tình Anh/ Chị! at z z Nội dung khảo sát vb jm ht Phần A: k Phần liên quan đến thương hiệu anh chị sử dụng Trong nhãn hiệu Anh/ gm Chị chọn nhãn hiệu anh chị sử dụng gần (chỉ chọn nhãn hiệu) Nestle om Unilever l.c Vinamilk an Lu n va ey t re 69 | P a g e t to ng hi ep w n lo ad ju y th yi pl n ua al n va ll fu oi m at nh z z jm ht vb Nếu câu trả lời Anh/Chị “Không biết” thương hiệu trên, Anh/ Chị dừng k l.c gm việc trả lời phiếu khảo sát Chân thành cảm ơn hỗ trợ nhiệt tình Anh/ Chị Nếu câu trả lời Anh/ Chị “ Có biết”, Anh/ Chị vui lòng tiếp tục khảo sát om cách trả lời câu hỏi bên Hoàn toàn đồng ý Trung dung/Khơng có ý kiến Hơi đồng ý Khơng đồng ý ey t re Hồn tồn khơng đồng ý n 70 | P a g e va Xin cho biết mức độ đồng ý Anh/Chị với phát biểu sau cách đánh dấu vào ô tương ứng, với: 1-Hồn tồn khơng đồng ý 2-Khơng đồng ý 3- Trung dung/Khơng có ý kiến 4- Đồng ý 5- Hoàn toàn đồng ý an Lu Phần B: Các phát biểu liên quan đến nhãn hiệu mà Anh/Chị chọn bên t to ng hi ep w Tôi tin thương hiệu phải quản lí chi phí sản xuất khắc khe Tơi tin thương hiệu ln tìm cách cải thiện chất lượng sản phẩm Tôi tin thương hiệu sử dụng công nghệ cao để tạo sản phẩm Tôi tin thương hiệu ưu tiên lợi ích người mua hàng lợi nhuận bán hàng Tôi tin nhân viên thương hiệu tuân thủ theo quy định pháp luật Tôi tin thương hiệu không chối bỏ trách nhiệm cam kết Tôi tin thương hiệu không lách luật việc giúp nâng cao hiệu Tôi tin thương hiệu tuân thủ quy định hệ thống luật nước sở Tôi nghĩ thương hiệu không quảng cáo sản phẩm “không an tồn” Tơi nghĩ thương hiệu cam kết thật sản phẩm “mới có cải tiến” Tôi nghĩ thương hiệu không cung cấp thông tin lệch lạc sản phẩm Tôi nghĩ thương hiệu không bán sản phẩm lỗi Tôi nghĩ thương hiệu khơng nói q quảng cáo Tôi tin người bán hàng thương hiệu thành thật với Tôi tin thương hiệu không liên quan đến vấn đề vi phạm đạo đức Tôi tin thương hiệu thương hiệu có đạo đức Tơi tin thương hiệu có tài trợ học bổng giáo dục cho trẻ em nghèo Tơi nghĩ thương hiệu có hỗ trợ an toàn lao động phúc lợi cho người lao động Tơi nghĩ thương hiệu có hỗ trợ cho hoạt động văn hóa quốc gia kiện thể thao Tôi nghĩ thương hiệu quan tâm đến bảo vệ môi trường địa phương Tôi nghĩ thương hiệu có hoạt động tốt giúp đỡ cộng đồng Tôi ý thương hiệu nhiều Tơi cảm thấy thích thương hiệu Khi tiếp xúc (sử dụng sản phẩm của) thương hiệu này, tơi cảm thấy vui Nhìn chung, tơi thích trao đổi thơng tin với người có sở thích giống 5 5 5 5 5 5 5 5 n n ua al n va ll fu 12 pl 11 yi 10 ju y th ad lo 5 4 5 1 2 3 4 5 5 om l.c an Lu n va ey t re 71 | P a g e gm 25 k 22 23 24 jm 21 ht 20 vb 19 z 18 z 17 at 16 nh 15 oi 14 m 13 t to Phần C: Thông tin chung ng hi Phần liên quan đến thông tin cá nhân Xin Anh/ Chị cho biết số thông tin sau để ep phục vụ cho việc phân loại nhóm khảo sát w Nữ n Giới tính: Nam lo ad Tuổi: Từ 18 đến 24từ 24 đến 30Trên 30 y th ju Trình độ học vấn: Sinh viên chưa tốt nghiệpĐại học Thạc sĩ yi pl Thu nhập (triệu đồng/ tháng): Dưới Từ đến 10 Trên 10 n ua al n va ll fu oi m at nh z z k jm ht vb om l.c gm an Lu n va ey t re 72 | P a g e Appendix 4: Brand Frequency t to ng Brand hi ep Frequency w AXE Valid Percent Cumulative Percent 9 17 7.5 7.5 8.4 11 4.9 4.9 13.3 12 5.3 5.3 18.6 1.3 1.3 19.9 10 4.4 4.4 24.3 2.2 2.2 26.5 1.3 1.3 27.9 2.7 2.7 30.5 31.0 11.5 42.5 43.4 9.3 52.7 n ua Valid Percent lo Clear ad Closeup ju al Maggi pl Lifebuoy yi Knorr y th Comfort n oi Omo m Nestea ll fu Nestcafe n va Milo 11.5 21 9.3 Pond's 1.3 1.3 Sunlight 4.0 4.0 Thương hiệu khác 1.3 1.3 90 39.8 39.8 Viso 9 Total 226 100.0 100.0 z P/s at Ông thọ nh 26 z ht vb 58.0 k jm 59.3 gm Vinamilk 54.0 99.1 l.c 100.0 om an Lu n va ey t re 73 | P a g e Appendix 5: Charts of multiple regression analysis t to ng hi ep w n lo ad ju y th yi pl Figure 4: Histogram of Customer Brand Engagement n ua al n va ll fu oi m at nh z z ht vb k jm Figure 5: Normal P-P plot of Customer Brand Engagement om l.c gm an Lu n va ey t re Figure 6: Scatter plot of Customer Brand Engagement 74 | P a g e Appendix 6: Rotated Component Matrix before removing items t to ng Table 6.1 Rotated Component Matrixa hi Component ep PET5 792 w 777 n PET6 674 lo PET8 ad PET3 y th PET7 671 606 ju PET4 620 yi PET1 836 pl PPC3 825 ua al PPC5 PPC1 792 n 735 va PPC2 n PPC4 769 ll fu PLC4 650 757 m PLC3 706 oi PLC2 692 nh PLC1 822 at PEC2 805 z PEC3 z 651 vb PEC1 545 ht PEC4 jm PET2 k Extraction Method: Principal Component Analysis gm Rotation Method: Varimax with Kaiser Normalization om l.c a Rotation converged in iterations Table 6.2 Reliability Statistic Scale Variance if Item Corrected Item-Total Cronbach's Alpha if Deleted Deleted Correlation Item Deleted 440 844 PEC2 7.6991 2.469 672 585 PEC3 7.8274 2.535 683 576 75 | P a g e 761 ey Cronbach’s Alpha: t re 3.008 n 8.1372 va PEC1 an Lu Scale Mean if Item