Ảnh hưởng của trách nhiệm xã hội doanh nghiệp đến lòng trung thành của khách hàng nghiên cứu điển hình tại ngân hàng shinhan bank việt nam

ĐẠI HỌC QUỐC GIA HÀ NỘI KHOA QUẢN TRỊ VÀ KINH DOANH - CHO KWANGMAE A STUDY ON THE EFFECT OF CSR ACTIVITIES ON CUSTOMER LOYALTY: THE CASE OF SHINHAN BANK’S IN VIETNAM ẢNH HƯỞNG CỦA TRÁCH NHIỆM XÃ HỘI DOANH NGHIỆP ĐẾN LÒNG TRUNG THÀNH CỦA KHÁCH HÀNG NGHIÊN CỨU ĐIỂN HÌNH TẠI NGÂN HÀNG SHINHAN BANK VIỆT NAM LUẬN VĂN THẠC SĨ QUẢN TRỊ KINH DOANH HÀ NỘI - 2019 ĐẠI HỌC QUỐC GIA HÀ NỘI KHOA QUẢN TRỊ VÀ KINH DOANH - CHO KWANGMAE A STUDY ON THE EFFECT OF CSR ACTIVITIES ON CUSTOMER LOYALTY: THE CASE OF SHINHAN BANK’S IN VIETNAM ẢNH HƯỞNG CỦA TRÁCH NHIỆM XÃ HỘI DOANH NGHIỆP ĐẾN LÒNG TRUNG THÀNH CỦA KHÁCH HÀNG NGHIÊN CỨU ĐIỂN HÌNH TẠI NGÂN HÀNG SHINHAN BANK VIỆT NAM Chuyên ngành: Quản trị kinh doanh Mã số: 60 34 01 02 LUẬN VĂN THẠC SĨ QUẢN TRỊ KINH DOANH NGƯỜI HƯỚNG DẪN KHOA HỌC: PGS.TS NGUYỄN NGỌC THẮNG HÀ NỘI - 2019 DECLARATION The author confirms that the research outcome in the thesis is the result of author’s independent work during study and research period and it is not yet published in other’s research and article The other’s research result and documentation (extraction, table, figure, formula, and other document) used in the thesis are cited properly and the permission (if required) is given The author is responsible in front of the Thesis Assessment Committee, Hanoi School of Business and Management, and the laws for above-mentioned declaration Date 25/06/2019 ACKNOWLEDGEMENT Firstly, I would like to make the most of this opportunity to thank my company, Shinhna Bank which has given me a lucky chance to study at HSB In addition, they have also reassured me all the time through their knowledge and experiences in order to accomplish this project Secondly, I would like to thank my wife who always supports me and takes care of children without my help in South Korea Thirdly, I would like to show my sincere gratitude to Assoc Prof Dr Nguyen Ngoc Thang for his enthusiastic support throughout the process of composing this project Without his valuable advices, I would not be able to accomplish the project with a clear orientation Lastly, big thanks to all my colleagues at work, all my friends at HSB, especially all HSB - MBA15 classmates, who have supported me with laughter and joy, and comforted me when I was depressed Owing to the fact that limited time and ability so it can not avoid some mistakes in my research topic I look forward to receiving comments from lecturers and colleagues in order have more accomplished and better achieved of research result and application in my career Thank you again for those who have supported me, and best wishes to all th Date: June, 2019 Cho Kwang mae TABLES OF CONTENTS LIST OF TABLES i LIST OF FIGURES ii INTRODUCTION CHAPTER 1: THEORETICAL BACKGROUND 1.1 Concepts of Corporate Social Responsibility 1.1.1 Concept of Corporate Social Responsibility 1.1.2 The scope of corporate social responsibility (CSR) 11 1.1.3 The Significance and Importance of Corporate Social Responsibility (CSR) 16 1.2 Advanced research of Corporate Social Responsibility(CSR) 18 1.3 Definition and Advanced research of Customer Trust 20 1.4 Concepts of Resistance to Negative Information and Advanced research 23 1.5 The Concept of Customer Loyalty and Advanced research 26 CHAPTER 2: ANALYSIS OF SHINHAN BANK`S CSR AND ITS EFFECT ON CUSTOMER LOYALTY IN KOREA 29 2.1 Research Methodology 29 2.1.1 Research Model 29 2.1.2 Research Hypothesis 29 2.2 Survey Design 35 2.2.1 Sample Design 35 2.2.2 The composition of the questionnaire 35 2.2.3 Operational definition and measurement of variables 36 2.3 General characteristics of a sample 40 2.4 Reliability and Feasibility Analysis 41 2.4.1 Reliability analysis 41 2.4.2 Confirmatory Factory Analysis 43 2.4.3 Evaluating a measurement model 44 2.5 Correlation analysis 47 2.6 The verification of the theory of research 48 2.6.1 Path analysis result 48 2.6.2 The verification of the theory of research 48 2.7 Discussion and Implication of Research 50 CHAPTER 3: THE SOCIAL RESPONSIBILITY (CSR) ACTIVITIES OF SHINHAN BANK 52 3.1 Economic Corporate Social Responsibility of Shinhan Bank 52 3.1.1 Product that puts customer revenue first 52 3.1.2 Customized solution based on big data & Transform digital channels and services 52 3.1.3 Customer-centric management 53 3.1.4 Financial Consumer Information Protection 55 3.2 Legal Corporate Social Responsibility of Shinhan Bank 56 3.3 Ethical Corporate Social Responsibility of Shinhan Bank .56 3.3.1 Implementation of strict ethics compliance principles 56 3.3.2 Internal Control and Insider Reporting System 57 3.3.3 Anti-mononey lundering system 57 3.4 Charitabal Corporate Social Responsibility of Shinhan Bank 58 3.4.1 Social contribution activities/ Sponsorship 58 3.4.2 Support for small business owners / small businesses 59 3.4.3 Financial support for low-income people/financial education .60 3.4.4 Expending eco-friendly work services 61 3.4.5 Development of eco-friendly financial products 62 CONCLUSION 63 REFERENCES 65 SURVERY 69 LIST OF TABLES Table 1.1: Definition of Corporate Social Responsibility Table 1.2: Different Concepts of Academies for Social Responsibility 10 Table 1.3: Definition of Corporate social responsibility of Carroll .14 Table 5.1: Data analysis procedure and analysis method 35 Table 5.2: The composition of the questionnaire 36 Table 6.1: General characteristics of a sample 40 Table 6.2: Reliability Analysis of Each Research Unit 42 Table 6.3: Measurement Model Analysis Results 44 Table 6.4: Correlation analysis results 47 Table 6.5: Result of the verification of the theory of research 48 Table 2.1: Shinhan Financial Group's client complaint handling 54 Table 2.2: Customer personal information leakage status in Korea .55 Table 2.3: Strengthen ethics education 57 Table 2.4: Current status of volunteer activities of Shinhan bank 58 Table 2.5: Low-interest small business loans 60 Table 2.6: Support for disabled companies 60 Table 2.7: Financial support for low-income people 61 Table 2.8: Shinhan Bank Energy Usage 62 i LIST OF FIGURES Figure 1.1: Carroll's Corporate Social Responsibility (CSR) Pyramid Materials: Carroll, A B (1979), "A Three-dimensional Conceptual Model of Corporate Performance", Academy of Management Review, vol Figure 1.2: Kang's analysis level, business entity, and corporate responsibility model Figure 1.3: Firm’s Sustainable Competitiveness Pyramid, Source: Hoang Dinh Phi, 2015 Figur 4.1: Research Model Figure 6.1: Path analysis result Figure 2.1: Percentage of deposits subscribed by mobile in Shinhan bank Figure 2.2: Customer Satisfaction of Shinhan Bank(three research companies) Figure 2.3: Shinhan Bank's Greenhouse gas emissions ii INTRODUCTION Background Information and Rationale After several crises around the world, capital markets and consumer markets have lost confidence in efficiency As a result, managers face the challenge of improving corporate image or reliability (Marin & Ruiz, 2007), to solve the problem of such a decline in reliability, companies are focusing on and strengthening corporate social responsibility (CSR) Corporate social responsibility is to demonstrate business management activities, exchange with stakeholders, and corporate activities related to society and the environment that arise from pursuing sustainable businesses (Carroll, 1999) Nevertheless, in the '90s, the corporate social responsibility began to be used pragmatically as a business term (Carroll, 1999) Over the past decade, in most industries, companies have invested and made efforts to develop corporate social responsibility with the aim of improving the intangible characteristics of the brand image (McDonald & Rundle - Thiele, 2008) For example, 90 percent of Fortune 500 companies already carry out their social responsibilities and more than 80 percent of them post their activities on their websites This trend is expanding to most developed countries or to many developing countries (KPMG, 2011) The company's ability to improve the company's image, reputation and trust depends on the degree to which the company's social responsibility is consistent with its stakeholders' expectations for the sector (form) of corporate social responsibility performed by the company (Dawkins & Lewis, 2003; McDonald's & Hung Lai, 2011) In this regard, scholars said that resources should be distributed not only to society but also to stakeholders such as customers, employees, investors, suppliers, strategic partners, and governments (Poolthong & Mandachita, 2009) This is because when stakeholders' expectations of corporate social responsibility coincide, firms can generally increase their friendly attitudes from stakeholders (Vassilikopoul, Siomucos, & Mylonakis, 2005) Conversely, failure to get stakeholders to understand the means of corporate social responsibility results in 안안안안/ 안안안안안/ 안안안안안안안안안안안안안안안안안안 안안안 안안안 안안 안안 안안 안안안 안안안 안안 안안안 안안안 안안안안 안안 안안 안안안안 안안안 안안안 안안 안안안 안안 안안안 안안안 안안 안안안 안안안 안안안 안안 안 안안안 안안안 안안안 안안 안안안 안안 안안안 안안안 안안 안안안 안안안 안안안 안안안 안안안 안안안 안안안 안안 안안안 안안안 안안 안안안 안안안 안안안 안안안안 안안안안 안안안 안안안 안안안안안 안안안안안안안안안안안안안안안안안안안안안안(V)안안안안안 77 How are you? Thank you very much for responding to this survey while you are busy The study on the impact of CSR activities on customer loyalty is conducted by the Master's Degree thesis: A study on the case of Shinhan Vietnam Bank All of your responses will be valuable research materials, and no personal information will be assessed by any particular respondent, and the findings will be used only as academic research materials I'm sure you're busy, but I think it would be very helpful if you could answer this survey This survey will be treated as an unknown and will be completed in order to increase the level of completion of the survey results I would be very grateful if you could answer every question honestly and honestly There is no right or wrong answer to the survey, and I would appreciate it if you could just answer what you think and feel Thank you so much December 1st to December 31st, 2018 78 The question of Corporate Social Responsibility (CSR) Shinhan Bank is building system to deal with custom financial complaints Shinhan improving the quality of its financial products Shinhan satisfaction as an indicator business performance Shinhan jobs Shinhan costs Shinhan Bank strives to provi satisfactory employees The senior management Shinhan Bank has a long-te management strategy The executives of Shinhan Ba know about the legal matters banking All activities of Shinhan Bank are carried out in accordance with the law 10 Shinhan under fully fulfilled 11 The Bank tries to abide by the law 12 Shinhan Bank is in compliance with the employees 13 Shinhan Bank has a program to hire its employees fairly 14 Shinhan Bank has regulation to prevent employees from compensation and promotion Please check (V) the extent to which you feel about each survey item The question of Corporate Social Responsibility (CSR) Ethical CSR 15 Shinhan ethical standards 16 Shinhan falsehood 80 17 The Bank always keeps an eye on the negative effects the bank has on society 18 Shinhan Bank values trust 19 When Shinhan Bank its employees, its employees are evaluated by its employees by fair dealing with customers or suppliers 20 Shinhan corruption corruption harassment transparently 21 Shinhan employees to provide sufficient and customers' requests 22 Employees of Shinhan Bank are getting higher salaries compared to other banks 23 Shinhan Bank additional opportunities for its employees 24 Shinhan employees such as volunteer work banking employees' personal lives contribution to society the environment 28 Shinhan partnership companies and schools 29 Shinhan and cultural activities Please check (V) the extent to which you feel about each survey item Customer Trust/customer loyalty/resistance to negative information Customer Trust 30 Shinhan Bank is trustworthy 31 Shinhan Bank keeps its promise to me 32 Shinhan Bank always treats me honestly 33 I believe in provided by Shinhan Bank 34 Shinhan Bank personal information 35 Shinhan Bank will never fail to meet its expectations Customer Loyalty 36 Even if other banks recommend me continue to business with Shinhan 37 I would Shinhan Bank to people around me 38 As business with Shinhan Bank, I have become more attached to Shinhan Bank 39 I plan to increase the volume of business with Shinhan Bank 40 Shinhan that loyal Please check (V) the extent to which you feel about each survey item 83 Customer confidence/customer loyalty/resistance to negative information Resistance to negative information 41 The Shinhan Bank will not change my Shinhan Bank 42 Even information Bank, I will not change my assessment to that bank 43 Negative Shinhan Bank me at all 44 The Shinhan Bank will not affect the way I think of my bank Please check (V) the extent to which you feel about each survey item 84 ... ĐẾN LÒNG TRUNG THÀNH CỦA KHÁCH HÀNG NGHIÊN CỨU ĐIỂN HÌNH TẠI NGÂN HÀNG SHINHAN BANK VIỆT NAM Chuyên ngành: Quản trị kinh doanh Mã số: 60 34 01 02 LUẬN VĂN THẠC SĨ QUẢN TRỊ KINH DOANH NGƯỜI HƯỚNG... KINH DOANH - CHO KWANGMAE A STUDY ON THE EFFECT OF CSR ACTIVITIES ON CUSTOMER LOYALTY: THE CASE OF SHINHAN BANK? ??S IN VIETNAM ẢNH HƯỞNG CỦA TRÁCH NHIỆM XÃ HỘI DOANH NGHIỆP ĐẾN LÒNG TRUNG. .. financial products Shinhan Bank uses customer satisfaction as an indicator of business performance Shinhan Bank strives to create jobs Shinhan Bank strives to cut costs Shinhan Bank strives to provide