Trách nhiệm xã hội của doanh nghiệp, chất lượng mối quan hệ thương hiệu – khách hàng và ý định chuyển đổi thương hiệu trong thị trường hàng tiêu dùng ở việt nam tt tiếng anh

MINISTRY OF EDUCATION AND TRAINING UNIVERSITY OF ECONOMICS HO CHI MINH CITY TRAN NGUYEN KHANH HAI CORPORATE SOCIAL RESPONSIBILITY, BRAND – CUSTOMER RELATIONSHIP QUALITY AND SWITCHING BRAND INTENTION IN THE CONSUMER GOODS IN VIETNAM Major: Administrations Code: 9340101 SUMMARY OF ECONOMIC DOCTORAL THESIS Ho Chi Minh City - 2019 The research was completed at University of Economics Ho Chi Minh Scientific instructors: Assoc Prof Ph.D Nguyen Quang Thu Reviewer 1: …………………………………… Reviewer 2: ……………………………… Reviewer 3: …………………………………… The dissertation will be defended in front of thesis scoring council at the University of Economics Ho Chi Minh City at … hour … day … month … year … The thesis can be found at the library: …… …………………………………………………………… PUBLISHED SCIENTIFIC WORKS Tran Nguyen Khanh Hai and Nguyen Quang Thu, 2018 The role of brand identification in the relationship between corporate social responsibility and intent to transform brand Economic Studies Vol (479), pp.50 - 59 Nguyen Quang Thu and Tran Nguyen Khanh Hai, 2018 The impact of brand identification on brand – consumer relationship quality and switching brand intention External Economics Vol 103, pp.30 - 42 Tran Nguyen Khanh Hai and Nguyen Quang Thu, 2018 The impact of corporate social responsibility on brand – customer relationship quality and brand switching intention in Vietnam Journal of Science Vol 60, no 3, pp.106 - 119 Tran Nguyen Khanh Hai, 2018 Consumers’ perceptions of corporate social reponsibiliy: A review of the literature and discuss directions for future research Journal of Finance and Marketing Studies Vol 46, pp.52-64 Tran Nguyen Khanh Hai and Nguyen Quang Thu, 2018 Corporate social responsibility, brand identification, and brand switching intention in Vietnam Journal of Finance and Marketing Studies Vol 45, pp.52-64 Tran Nguyen Khanh Hai and Nguyen Quang Thu, 2018 Impact of corporate social responsibility on brand identification and brand switching intention in Vietnam CHAPTER 1: OVERVIEW 1.1 Research background In the highly competitive service sector, it is important that service providers have a developing differentiated service brands to create a sustainable competitive advantage (Sreejesh and Roy, 2015) In reality, recently researches have shown that consumers distinguish the brand based on the relationship which they have developed Therefore, it is essential to establish a relationship with customers through the marketing strategy of the business (Veloutsou, 2015) To begin with, corporate social responsibility (CSR) plays a pivotal role in the context of customer interest in CSR The power of a brand depends on what the customer has learned, felt, seen and heard about the brand through their experience, that is, depending on customers’ mind (Hoeffler and Keller, 2002) Therefore, related images that derived from CSR can influence the brand through customers’ reaction In addition, when customers are skeptical about the brand, along with the diminishing value of traditional media in branding, questions related to branding identification are more important in brand management (Tuškej et al., 2013) To evaluate brand-customer relationships, the brand identification (BI) and brand relationship quality (BRQ) are key factors (Lam et al., 2010; Bruhn et al., 2012; Kieu, 2016) BI is known as "the key psychological foundation for the profound, committed, and meaningful relationships that marketers increasingly desire to build with their customers" (Bhattacharya and Sen, 2003, p 76) can be a useful dimension to understand the underlying mechanisms that explain the interaction between the brand and the customer While it is rare research of switching brand intentions to mention about the customers’ emotional, state of relationship even though it has impacted on the switching (Lin, 2010) Kieu (2016) examined the relationship between brandcustomer relationship quality and other relationship structure such as brand trust, brand identification, loyalty Future research may explore the prefix of brand identification because it is not included in the theoretical model In addition, as the theory proposes other results of brand identification and brandcustomer relationship quality, such as brand switching (brand name, Lam et al., 2010), Further research should also consider the results of this relationship Thus, the exploration of customers’ perceptions about CSR is based on the triple-bottom line theory (TBL) in the BRQ and the result of this relationship is switching brand intention is not interested Therefore, the study identifies the relationship between customers’ perception of CSR based on TBL theory with BRQ and switching brand intention in the consumer goods in Vietnam, namely supermarket service is necessary Especially in the context combination of TBL theory, social identification theory, relationship marketing theory to build the relationship between CSR concepts, brand identification, substance brand relationship - the customer is still a gap Briefly, BRQ is interested in growing; so BI, BRQ, and the impact of CSR on the switching brand intention in Vietnam is a new study 1.2 Research objectives - Research theories: CSR, brand identification (BI), brand relationship quality (BRQ), switching brand intention - Identify and measure the impact of CSR, BI, BRQ on the switching brand intention; - Verify differences in the influence of variables: CSR, BI, BRQ on the switching brand intention; - Contribute a suggestion to brand managers, marketers in raising customer’s perception about CSR 1.3 Objects and scope of the research The research objects are CSR, brand identification, brand relationship quality and switching brand intention Theoretical scope: This thesis focuses on CSR and its results, namely: BI, BRQ, switching brand intention in the consumer goods in Vietnam The author is based on the customer’s perception of the above concepts The survey scope: The study conducted a survey of customers who regularly shop at the general retail supermarket in Ho Chi Minh City, in the context of the consumer goods, namely retail supermarkets Time frame: Its data were collected from 2014 to 2018 1.4 Research implications Theoretical significance: CSR has been implemented quite a lot in developed countries, but in developing countries it is still quite new Especially in Vietnam with specific demographic characteristics, orientations and policies, there may be differences The combination of these theories synthesized the fundamental theories: sustainable development, TBL, social identification, relationship marketing and the concepts of CSR, brand identification, brand - customer relationship quality, brand switching intention This has contributed to the consumer behavior theory system Practical significance: The research results show managers and marketer in the field of retail supermarkets summarizing the situation of customer awareness about CSR Since then, they set out suitable CSR plans, programs and actions to reduce their intention to switch brands Research also helps managers and marketers understand the benefits of being aware of CSR by customers It makes customers increase trust, satisfaction, commitment and reduce switching brand intention Research supports the viewpoint in developing economies, businesses should invest in CSR strategies and activities to enhance brand identification, strengthen brand-customer relationship quality and reduce switching brand intention 1.5 Structure of the thesis The thesis includes five chapters: Chapter 1: Overview; Chapter 2: Theoretical Foundations and Research Models; Chapter 3: Research Methodology; Chapter 4: Research results and Chapter 5: Conclusions CHAPTER 2: THEORETICAL FOUNDATIONS AND RESEARCH MODELS 2.1 CSR theory The TBL theory (triple-bottom line theory) is used to verify and reflect the effectiveness of businesses in three factors: economy, environment and society Accordingly, corporate must ensure both economic, social benefits and environmental protection benefits 2.2 Social identity theory Social identity is the person’s perception that he belongs to a certain social group, which has the same meaning of affection, interests, characteristics and values with himself (Tajfel, 1972) It helps to predict customers' behaviors and ability to move through other groups based on their perceptions of differences (Escalas, 2004) A social identity theory is an appropriate approach to research customers and brands; so many researchers have proposed a consumer social identity-brand model that illustrates the relationship between brand and customer; between customers and social identity; and between social identity and branding (Nguyen et al., 2015) This combination occurs when there is a match between the customer, social identity and the brand they own 2.3 Relationship quality theory Crosby et al (1990) argue that the quality of the relationship is the customer's perception of trust and satisfaction with the seller to reflect their positive relationship Since then, many scientists have inherited and developed based on this definition when conducting research on relationship quality (Bejou et al., 1996; Dorsch et al., 1998; Roberts et al., 2003; Golicic, 2007) 2.4 Reasonable action theory Theory of Reasoned Action - TRA was first researched and introduced by Fishbein - Ajzen in 1967, continued to be revised and supplemented twice in 1975 and 1987, showing that consumption trend was the factor best guess consumer behavior The author has studied the impacted of the social responsibility to switching brand intention through brand identification and brand - customer relationship quality in the perspective of customers; so only focusing on customer’s perception about corporate social responsibility, the relationship between awareness, attitudes and behavioral intentions This is shown in figure 2.4 below: Figure 2.4: Compact theoretical behavior model (Source: Author's synthesis) 2.5 Research model 2.5.1 Research concepts CSR concept This thesis has inherited the CSR concept stated by Du et al (2011, page 1) “CSR is a company's commitment to maximize the economic, social and environmental long-term benefit through activities, business, policies and resources" for research CSR perception of customers referred to CSR is customer’s perception about CSR For a comprehensive study of CSR, this study has incorporated many components in a multidimensional approach based on sustainable development theory to measure CSR through three responsible issues: economic, social, environment with CSR perspective according to customers' perception Brand identification concept Brand identification is a person who realizes that he has "the mentality associated with the fate of the group, sharing the common destiny and experiencing the success and failure of the brand" (Mael and Ashforth, 1992, p 104- 105) In this view, brand identification is a sense of personal similarity with a social group Brand - customer relationship quality concept Quality of brand-customer relationship is defined as "strength" and "depth" in brand-customer interaction (Smit et al., 2007; Hudson et al., 2015) It increases when customers feel the brand's program meets their expectations and wants to continue to stick with it The model of brand commitment seems to be the most appropriate framework to investigate the impact of both cognitive components (trust, satisfaction) and affective (brand 10 From the above arguments, author has hypotheses H2a and H2b as follows: H2a: Brand identification has a negative impact on switching brand intention H2b: Brand identification has a positive impact on brand customer relationship quality The impact of CSR on switching brand intention, brandcustomer relationship quality, brand identification Stanaland et al (2011) suggested that CSR encourages consumers to trust the brand Garcia de los Salmones et al (2005) pointed out that customer trust in a company's products or services is directly affected by their perception of CSR McDonald and Lai (2011) and Pérez and Rodríguez del Bosque (2015) found a significant positive relationship between CSR and customer satisfaction Besides, CSR also affected the customer’s commitment (Inoue et al, 2017) It means, when customers trusted through CSR, they tended to bind more brands, switching brand intention will become rare and the brand - customer relationship quality will be strengthened The attitude of customers would be more positive for businesses that perform CSR activities than for businesses that not implement CSR (Murray and Vogel, 1997) and when planning or conducting purchases they based on CSR images of businesses (Vlachos et al., 2009; Choi and Ng, 2011; Du et al, 2011) Obviously, CSR of enterprises affected the decision to own customers' goods directly and indirectly through customer identification with enterprises (Pérez et al, 2013) In this view, many scholars have shown that CSR affects brand identification 11 (Lichtenstein et al., 2004; Marin et al., 2009; He et al., 2011, Mobin Fatma et al., 2016) From the above analysis, the hypotheses H3a, H3b, H3c are set as follows: H3a: CSR has a negative impact on switching brand intention H3b: CSR has a positive impact on of brand - customer relationship quality H3c: CSR has a positive impact on brand identification Since then, the author has proposed the research model as follows: Brand – H2a consumer relationship quality Brand identification H2b H3c Switching brand intention H1 H3b H3a Corporate social responsibility Figure 2.5: Recommended theoretical research model (Source: author) 12 CHAPTER 3: RESEARCH METHODOLOGY 3.1 Research design The study was conducted in two steps: preliminary research and primary research Preliminary research was conducted by qualitative research and quantitative research Based on theoretical and hypothetical frameworks developed in Chapter 2, with in-depth interviewing techniques for exploration Then, discussing group to develop, adjust the measurement scale in accordance with the characteristics of Vietnam A quantitative preliminary research was conducted by direct interviewing with 115 samples through a detailed questionnaire The Cronbach's alpha reliability and the Exploratory Factor Analysis (EFA) were used Primary study was conducted by quantitative method It uses direct interview technique with detailed questionnaire with regular customers in the retail supermarket in Ho Chi Minh city It used convenience sampling with 507 samples The collected data was measured by the Cronbach alpha reliability and the EFA Then, analyzed the CFA to measure all the research, measurement scales Finally, the theoretical model and hypotheses in the model were tested through the SEM, Bootstrap models and multi – group analysis 13 3.2 Measurement Measure of CSR The CSR used in this study is a second-order concept consisting of three responsible components: economic, social and environmental They were measured by 20 items based on Alvarado-Herrera et al (2017) and qualitative research results Table 3.1: Scale of CSR Cod e Economic responsibility Ec1 Items I believe brand X tries to maximize profits to sustain business I believe brand X tries to build solid relations with its customers to assure its long-term economic success I believe brand X tries to continuously Ec3 improve the quality of the services that they offer I believe brand X tries to have a competitive Ec4 pricing policy I believe brand X tries to its best to be Ec5 more productive I believe brand X tries to Ec6 organize its services: security, car, fire protection, hygiene to meet customer needs Social responsibility I believe brand X tries to sponsor educational So1 programs I believe brand X tries to sponsor public So2 health programs I believe brand X tries to be highly So3 committed to well-defined ethical principles I believe brand X tries to sponsor cultural So4 programs I believe brand X tries to make financial So5 donations to social causes Ec2 So6 I believe brand X tries to help to improve quality of life in the local community Author Alvarado-Herrera al (2017) et Alvarado-Herrera al (2017) et Alvarado-Herrera al (2017) et Alvarado-Herrera et al (2017) Alvarado-Herrera et al (2017) author synthesized from discussion group’s conclusion Alvarado-Herrera al (2017) Alvarado-Herrera al (2017) Alvarado-Herrera al (2017) Alvarado-Herrera al (2017) Alvarado-Herrera al (2017) et Alvarado-Herrera al (2017) et et et et et 14 So7 I believe brand X tries to provide products that meet food hygiene and safety standards, quality assurance, provenance author synthesized from discussion group’s conclusion So8 I believe brand X tries to create jobs for local people author synthesized from discussion group’ conclusion So9 I believe brand X tries to sponsor programs: Vietnamese people use Vietnamese goods, gratitude author synthesized from discussion group’s conclusion Environmental responsibility I believe brand X tries to sponsor proEn1 environmental programs I believe brand X tries to allocate resources En2 to offer services compatible with the environment I believe brand X tries to carry out programs En3 to reduce pollution I believe brand X tries to recycle its waste En4 materials properly I believe brand X tries to use only the En5 necessary natural resources Alvarado-Herrera al (2017) et Alvarado-Herrera al (2017) et Alvarado-Herrera al (2017) Alvarado-Herrera al (2017) Alvarado-Herrera al (2017) et et et Note: X is the supermarket brand name ((Source: Author's synthesis)) Measure of Brand identification Some researchers have passed the Mael and Ashforth (1992) initial organizational identification scales in the context of the consumer goods brand (He and Li, 2011; Keh and Xie, 2009; Kuenzel and Halliday, 2008, 2010; Zhou et al., 2012) and the results were good The brand identification scale of 05 items was based on the Mael and Ashforth (1992) scale and group discussion results (table 3.2) Table 3.2: Scale of brand identification Cod e Bi1 Items Author When someone criticizes brand X, it feels like a personal insult (no happiness) Mael and Ashforth (1992) 15 Bi2 I am very interested in what others think about brand X Bi3 X’s successes are my happiness Bi4 When someone praises brand X, it feels like a personal compliment Bi5 When I want to shop, I think of the brand X Mael and Ashforth (1992) Mael and Ashforth (1992) Mael and Ashforth (1992) author synthesized from discussion group’ conclusion Note: X is the supermarket brand name (Source: Author's synthesis) Measure of BRQ The BRQ scale consists of three components: trust, satisfaction and commitment This conceptual scale is based on the Nyffenegeer et al (2015) and Lo et al (2017) scales and was revised after qualitative research (table 3.3) Table 3.3: Scale of BRQ Code Trust Items Tr1 I rely on brand X Tr2 X is an honest brand Tr3 X is a safe brand Tr4 X acts in customers’ best interests X group makes an effort to know its Tr5 customers Satisfation I am consistently satisfied with my decision to Sa1 fly with X Sa2 Sa3 Sa4 I am completely satisfied with X X offers exactly what I expect from a supermarket Brand X always create sympathy with customer: giving birthday gifts, Tet gifts, Author Nyffenegger et al (2015) Nyffenegger et al (2015) Nyffenegger et al (2015) Lo et al (2017) Lo et al (2017) Nyffenegger et al (2015) Nyffenegger et al (2015) Nyffenegger et al (2015) author synthesized 16 from discussion group’ conclusion programs for loyal customers Commitment Co1 I am emotionally attached to the hotel group I am committed to the relationship with Co2 brand X Lo et al (2017) Lo et al (2017) Note: X is the supermarket brand name (Source: Author's synthesis) Measure of switching brand intention After the two groups discussed, switching brand intention was measured by seven – point Likert on three item scales, developed by Shin et at (2008) (see Table 3.4) Table 3.4: Scale of switching brand intention Cod e Sw1 Sw2 Sw3 Items I intend to switch supermarket Next time, I shall buy in another supermarket I would not continue to buy at X Author Shin et al (2008) Shin et al (2008) Shin et al (2008) Note: X is the supermarket brand name (Source: Author's synthesis) 3.3 Measurement Validation Measuring reliability of the scale used the Cronbach alpha The results of the analysis showed that the scales of the research concepts are reliable with Cronbach’s alpha > 0.6 and the itemtotal correlation coefficient > 0.5 following the exclusion these items scalers: Ec1, Ec6, Bi3, Bi4, So5, So9 The EFA outcomes showed that there are total eight factors is extracted at 67.858> 60%, Eigenvalue = 1.093 This proves 17 that these scales will explains the research concepts In other words, the EFA model is appropriate and the research concepts are of distinct value The factor loadings of the items are in the range of 0.583 to 0.911, all > 0.5, practical significance 18 CHAPTER 4: RESEARCH RESULTS 4.1 Characteristics of samples Statistical sampling included 396 females, accounting for 78.1%; 111 males accounted for 21.9% The number of respondents aged 25-34 is the majority, 205 people make up 40.4%; Next is the group of people aged 35-44 with 105 people, accounting for 20.7% Most of them have college degrees 476 (93.9%) In terms of income, the prevailing income is 10-20 million VND / month, 181 people make up 37.5%; Next is from 5-10 million per month, 127 people make up 25% 4.2 The reliability and exploratory factor analysis Results of Cronbach's alpha analysis showed that 33 items had the item – total correlation coeffiencey > 0.5 and a high Cronbach's alpha coefficient > 0.6, ranging from 0.813 to 0.897 So that, all 33 items of scales were tested the exploratory factor analysis There were eight factors extracted at 61.092> 60%, Eigenvalue = 1.018 Thus, the concepts were well explained, or in other words, the EFA model is appropriate and the research concepts are worth distinguishing The factor loadings of the items were > 0.5, practical significance 4.3 Confirmatory Factor Analysis (CFA) CFA performed in the following order: CFA CSR concept; CFA brand relationship quality concept; and CFA the final measurement model The results showed that the scales are both valid and relevant to the market statistics (Table 4.1) 19 Table 4.1: The final measurement model testing Factor Scaler CSR Number observe d variable s Co de The reliability Cronba ch alpha Genera l Average Variance Extracte d Factor Loading Economical responsibility Ec 0.813 0.8142 0.5229 0.7230 Social responsibility So 0.890 0.8904 0.5373 0.7327 Environment responsibility En 0.845 0.8444 0.5206 0.7212 Bi 0.862 0.8618 0.6755 0.8213 Brand Identification Trust Tr 0.896 0.8961 0.6334 0.7950 Satisfaction Sa 0.897 0.8973 0.6861 0.8280 Commitment Co 0.881 0.8820 0.7892 0.8880 Switching brand intention Sw 0.830 0.8313 0.6217 0.7883 BRQ Agreeme nt Agreement Agreement Agreement Agreement Agreement Agreement Agreement Agreemen t (Source: Research results) 4.4 Theoretical Model Testing 57 79 75 BRQ 83 -.14 BI 79 20 85 78 -.41 29 71 SW -.38 CSR 78 91 77 76 89 Figure 4.1: SEM results (standardized) (Source: Research results) 20 The model showed in Fig 4.1 with 484 degrees of freedom, in accordance with the set of survey data Because, it has a chi-square value = 667.378 (p = 0.000), Chi-square / df = 1.379 TLI = 0.978, CFI = 0.980, GFI = 0.929 and RMSEA = 0.027 are all satisfactory The unnormalized estimation result of the parameters is shown in Table 4.1 With the value of p Bi 0.901 0.063 14.356 Bi -> BRQ 0.198 0.059 3.343 CSR -> BRQ 0.171 0.076 2.241 Bi -> Sw -0.134 0.065 -2.071 CSR BR Q -> Sw -0.451 0.084 -5.347 -> Sw -0.574 0.082 -6.962 P-value 0,000** * 0,000** * 0.025 0.038 0,000** 0,000*** * 21 estimates in the model are reliable because the differing rates of the study was within acceptable limits 4.5 Testing multi-group models Multi-group analysis results show that the relationship between corporate social responsibility factors, brand identification, quality of customer brand relationships varies by gender and income In other words, there is a difference between female customers and male customers; between customers with incomes below 10 million VND and customers with incomes of more than 10 million VND in the relationship between corporate social responsibility factors, brand identification, brand - customer relationship quality, switching brand intention 22 CHAPTER 5: CONCLUSION 5.1 Research results With the reliability rate of 95%, the results of the SEM analysis confirm that the hypotheses given are exactly The theoretical model completely matches with the market statistics and concepts in the model are accepted 5.2 Significance of the research Theoretical Significance The author has developed a theoretical model based on the combination of TBL, social identification, and relationship quality The results show that CSR impacted on the brand identification, the brand relationship quality and the switching brand intention At the same time, the brand identification, brand relationship quality plays an intermediary role in the relationship between CSR and switching brand intention This is a remarkable theoretical significance of this thesis Research has contributed to the scale of concepts: CSR, brand identification, brand relationship quality, switching brand intention The addition of 04 new items to adjusting the scale makes the measurement scales fit with the characteristics of Vietnam market These are the points to consider when building CSR, brand identification, brand relationship quality, switching brand intention scale in Vietnam Practical Significance - The three components of responsibility: economic, social and environmental are felt and distinguished quite well with the customer Therefore, cooperate should be taken, investing in 23 activities demonstrates these responsibilities In addition, research results showed that consumers are most aware of the social responsibility component, so it is important to pay special attention to it - This research determines the level of the perceive of customers on CSR is increasing This finding has practical implications for enterprises in the consumer market It gives them solutions to improve the quality of service, enhance the implementation of CSR strategies and promote them - This research has demonstrated the positive impact of CSR on brand-customer relationship quality At the same time, it has indicated the role of BRQ in the interaction between CSR and brand switching behavior in the consumer market in Vietnam Also, since it helps managers and marketers understand clearly the benefits of CSR activities It makes customers more confident, more satisfied, more committed and less switching brand intention As well as, the results have also shown customers’ perception of CSR From there, they would set out the appropriate plans, programs, and actions of CSR to reduce switching brand intention - This study has adjusted the scale of concepts: CSR, brand identification, brand-customer relationship quality and switching brand intention in the consumer goods market in Vietnam 5.3 Limitations and directions for further research Although there are many efforts, but the research still has the following limitations: 24 Firstly, the study was conducted only in Ho Chi Minh City Secondly, the convenient sampling method is limiting representative Thirdly, this study focuses on the retail sector in the supermarkets without taking into the other service and products in commodity markets Further studies should be carried out in other business sectors to ensure their universality Fourthly, switching brand intention is also influenced by many factors such as barriers to change, quality of service, finance, conversion costs Therefore, this study is limited to considering only the relationship between customer perceptions of CSR, brand identification, brand relationship quality, and other factors is unchanged Fifthly, this study considers only the role of BI and BRQ in the relationship between CSR and the switching brand intention Therefore, next research could consider other factors, such as: brand value, service quality, or elements of mixed marketing components such as product, price, services, … So that they can compare their importance to brand identification and the brand relationship quality ... 42 Tran Nguyen Khanh Hai and Nguyen Quang Thu, 2018 The impact of corporate social responsibility on brand – customer relationship quality and brand switching intention in Vietnam Journal of Science... brand Economic Studies Vol (479), pp.50 - 59 Nguyen Quang Thu and Tran Nguyen Khanh Hai, 2018 The impact of brand identification on brand – consumer relationship quality and switching brand intention... Studies Vol 46, pp.52-64 Tran Nguyen Khanh Hai and Nguyen Quang Thu, 2018 Corporate social responsibility, brand identification, and brand switching intention in Vietnam Journal of Finance and Marketing