Viec thffc hien td't 4 yd'u to' trach nhiem ndy trach nhiem kinh te', trdch nhiem phap ly, trdch nhiem dao dffc va trdch nhiem tff thien gdp phan lao nen ldng trung thanh cua nhan vien d
Trang 1PHAN TICH ANH HlJCfNG
THlTC HIEN TRACK NHIEM XA HOI DEN CAM KET GAN BO CUA NHAN VIEN
KHACH SAN TAI CAN THCf
• NGO TH! THOAI AN - HO LE THU TRANG
T 6 M TAT:
Bai viel lien h^nh danh gia lac dpng cae hoat dpng trach nhiem xa hgi anh hifcing de'n niem tin va eamkd't gan bo cua nhan vien lai cac khach san khu vifc Thanh pho Can Thd
NghiSn ciJu su" dung phifdng phap ehpn mfiu thuan lien de lie'p can va phong va'n 300 ngifdi dang lam viec tai cde khach san Can Thd Sau do, su" dung cac phu'dng phap bao gom: he so' tin cay Cronbach's Alpha, phan tieh nhan to'kham pha, phan tich nhan to'khang dinh va mo hinh ca'u true tuy§'n tinh; nham kilm tra m6'i quan h6 nhan qua giffa cac khai niem trong nghien cffu
Ke't qua eho thay, traeh nhi6m phap ly, trach nhiem kinh te va trach nhiem dao du'c lan lu'dt Snh hffdng theo mffcdS giam ddn d6'n sffgdn ket tinh cam va duy tri cua nhan vien thong qua ni^m tin cua ho Tif dfiy, tac gia cung de xua't mpt so dinh hu'dng giiip nang cao mu'c dp gan ke't cua nhan vien vdi cac khdch san tai TP Can Thd
Tijf khoa: Trach nhiem xa hpi, niem tin cua nhan vien, gan ke't tinh cam, gan ket duy tn, khdch san
1 D§t vS'n de
Trach nhiem xa hpi doanh nghiep (CSR
Corporate social responsibility) la va'n de rat dffdc
quan tam tren con dffdng hgi nhap eua eae doanh
nghiep Viet Nam va the gidi Viec thffc hien hoat
ddng CSR giiip dffa ra cde chien Iffdc phd hdp nhdm
thoa man nhu cau ciia nhan vien do'i vdi to chffc
(Solomon va Hanson, 1985; Lee va cgng sff, 2012)
Hi&n nay da phan cdc bai vie't mdi chi di sau vao
nghien cffu anh hffdng cija viec thffc hien CSR de'n
niem tin va cam ke't gan bo cua nhan vien 6 cdc Iinh
vffc nhff giao due ngan hang , ma chffa quan tam nhieu den nganh du Iich, trong do cd ITnh vffc kinh doanh khdch san
Nam 2019, TP Can Thd da thu hiil 8,8 trieu Iffdt khdch du lich doanh thu dat dffdc hdn 4.435 ty dong (Hiep hpi Du lich Thanh pho Can Thd, 2019) Ciing vdi td'c dp phdt trien cua cac diem du lich, he tho'ng cac khaeh san (KS) cua thanh pho' da tang trffdng nhanh chong vdi long so' la 264 KS dang hoal dgng
Khong nam ngoai quy luat chung, mgt KS
Trang 2muo'n ton lai \ a phat trien bdn vffng can cd dgi ngii
nhan vien chuven nghiep luon tan tam tan Iffc va
gan bo lau dai vdi doanh nghiep Mot trong nhffng
\eu lode hoan thanh dffdc mue lieu na\ do la thffc
hien CSR
Tuy nhien hien na\ tai TP Can Thd hoat dgng
CSR chi dffdc thffc hien 6 edc KS 4 5 sao \ a con
ton tai mpl so' han che nhai dinh VI \ a \ nghien
cffu dffdc thffc hien nham ddnh gia tac dpng cua
viec thffc hien trach nhiem xa hpi cua KS lai
TP, CSn Thd den niem lin va giin ket cua nhan
vien vdi to chffc iff do de xua'l mpt so giai phap
phCi hdp
2 Tong quan ly thuye't va mo hinh nghien
cii'u
2.J Trdch nhif in xd hgi (CRS)
Theo Carroll (1979) trach nhiem xa hpi la tat
ca cdc va'n de kinh te, phdp ly dao dffe va tff
ngu>en mii \a hpi trong ddi d doanh nghiep (DN)
trong moi thdi diem nhat dinh Traeh nhiem xa hpi
cd the dffdc djnh nghTa ia cde cong ly nen chiu
trach nhiem ve kel qua eiia ba't ky hanh dpng nao
ciia hp doi vdi cgng dong va moi trffdng
(Freder-ick va cgng sff 1992) Ben canh dd trach nhiem \a
hgi cua DN la mot cd che trong dd cac DN ganh
vac cac traeh nhiem kinh te, phap luat daodffc\a
edc trach nhiem khae ma cac ben iien quan da dp
dat len cac hoat ddng ciia DN (Maignan va cpng
sff, 1999) Theo mo hinh kim iff thap Carroll
(1979) CSR bao gom 4 yeu id; Traeh nhiem kmh
te, Traeh nhiem phap luat Traeh nhiem dao dffc
Trach nhiem nhan dao/tff thien Ngoai ra trach
nhiem mdi trffdng cung la mot ye'u quan irgng
trong CRS (Khah va cgng sff, 2014; Park va cpng
sff 2014)
2.2 Niem tiu vdo td chdc
Niem lin vao to chffc lii he qua eua mo'i quan he
con ngffdi trong id' chffc d cung mgl ca'p va giffa
nhieu cap do khae nhau (Nguyen Manh Quan
2013) Niem lin vao id chffc ddng vai trd ra'l quan
trgng trong viec nang cao hieu sua't cdng tac/hoat
done ciia td chffc (Bateman va Strasser 1984;
Malhebuhu 20041 Chathoth va cdng sff (2011) da
\ac djnh niem tin td chffc bao gdm cdc khia canh
chmh !a: unh loan \en, cam ket \i!i do dn ca\
2.3 Cam kcl gdn bd vdi id chiic
Cam kcM g.in bo \oi lo ^liuc la sif kien dinh ciia
mot ea nhan mong muo'n lam thanh \ieii '-'ua to chffc va sff tham gia lieh cifc vao cdc hoat ddng cua mpl id chffc cu the (Mouda> va cdng sff 1979) Theo Meyer va Allen (1991) gan bo id chffc phan dnh md'i quan he cua nhan vien \ di mpt td chffc vd
cd anh hffdng den quyd'l dinh duy tri \ iec ISm lau dai vdi td' chffc Muthuveloo (2005) eho ihay, sff gdn ke't vdi id chffc anh hffdng quan trpng den ket qua cua id' chffc sff ga'n kel cang cao dan de'n sff trung thanh edng cao giam edng thdng do edng viec va khuynh hffdng rdi bd to chffc thap hdn Meyer va Allen (1997) da dffa ra hai thanh phan cua sff cam ke't ga'n bd: Cam ke't gan bd \i tinh cdm
\ j cam ke't gdn bd de duy tri
2.4 Quan h? ciia viec thiic hien CSR den ni$m tin vd cam ke't gan bd cua nhdn vien
Theo Mohammad va cdng sff (2014) sff tham gia vao eae boat ddng CSR cua td chffc Id mgl lien ke't eho nhan vien, hg mud'n tff xdc dinh minh vdi mdt Id' chffc cd trdch nhiem xa hdi giup hg nang cao hinh dnh cua minh va tff do ho cd thdi do tich effc hdn trong cdng viec Ben eanh dd, viec thffc hien eac hoat ddng trdch nhiem kinh te irdch nhiem phdp ty, trdch nhiem dao dffc va trdch nhiem tff thien lao nen sff tin iffdng ciia nhan vien dd'i vdi to chffc (Hoang La Phffdng Hien va Tran Ngoe Trung, 2015; Ha Nam Khdnh Giao vd Trinh Thi Hdng Tien, 2017)
Viec thffc hien td't 4 yd'u to' trach nhiem ndy (trach nhiem kinh te', trdch nhiem phap ly, trdch nhiem dao dffc va trdch nhiem tff thien) gdp phan lao nen ldng trung thanh cua nhan vien d khia canh
y dinh manh me gdn bd vdi Id' chffc va niem tin manh me vao cac gid tri va muc tieu ciia td chffc (Gholam va ddng sff, 2014) Ben canh dd, Hodng Thi Phffdng Thao & Huynh Long Ho (2015) tim tha'y, viec thffc hien cac boat ddng trdch nhiem kinh te, trach nhiem phdp ly trdch nhiem dao dffc
va traeh nhiem tff thien tao nen dffdc niem tin cua nhan vien vao td chffc va cud'i cung Id cam ketg^n
bd Clia nhan vien dd'i vdi td chffc bao gdm gan k^t tinh cam vd gan ke't duy tri
2.5 Quan h§ giUa niim tin vd su gdn bd cam kel vdi to chtic
Sff hai ldng va niem tin td chffi In hai ti^n de quan trgng ciia sff cam ket irong cJt nnVi quan he
^i ml, 1994; cua nhan vien vdi td chffc f Morg:
Trang 3Lee va edng sff, 2012) Nyhan (2000) cho tha'y
ni^m tin ciia nhan vien vao td ehffe se lam gia tdng
hi^uqua lam viec va gia tang stf gan ke't cua nhan
vi^n \di id chffc Ngoai ra theo Yilmaz (2008)
niem tin trong td chffc se lam tdng sff gan bd cua
nhan vien vdi td chffc dd Niem tm vdo td chffc
ciing Id nhan to' quan trpng ihiic day sff hdp tde
trong td chffc, giiip cdi thien hanh vi va hoat ddng
hieu qua ddng thdi duy tri eae md'i quan he lau ddi vdi nhan vien (Malhebula 2004)
2.6 Mo hinh nghien ciiu
Dffa vdo cde nghien cffu trong va ngodi nffdc \ e thffc thi traeh nhiem xa hdi den mem tin va cam ke't gdn bd ciia nhan vien nhdm nghien cffu xay dffng md hinh nghien cffu nhff sau; (HTnh 1, Bang
1 Bdng 2)
Hinh 1: Mo hinh nghien cdu d4 xuat
{ Gan ket duy tri j
Bang 1 Gia thuyet nghien cifu
G\k thuySl
H1
H2
H3
H4
H5
H6
H7
L
Ndi dung gia thuyet
Viec thyc hien trach nhiem kinh te cua to chile cd anh hudng tich cue den mem tin
vao td chdc cua nhan vien
Viec Ihyc hien trach nhiem phap ly cua td chdc cd anh hudng tich cyc den niem tin
vao td chifc cua nhan vien
Vi^c thyc hi&n trach nhiem dao diic cua td chyc cd anh hudng tich cue den niem
tin vao td chdc cCia nhan vien
Viec thyc hien trach nhiem tff thien cua to chdc cd anh hudng tich cue den niem tin
vao to' chffc cua nhan vien
Viec thyc hien trach nhiem moi trudng cua td chyc cd anh hUdng tich cue den niem
lin vao td chyc ciia nhan vien
Niem tin vao td chdc cd anh huc)ng tich cue den gan ket linh cam
CLia nhan vien
Niem tin vao td chdc cd anh hUong tich cyc den gan ket duy tri
cLia nhan vien
Dau ky vpng
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Trang 4mudn Idn tai \ a phat men ben vffng can cd dpi ngii
nhan vien ehu\en nghiep ludn tan iJm tan Iffc va
gdn bd lau diii vdi doanh nghiep Mui irong nhffng
yeu id'dC- hoan ihdnh dffdc muc tieu na> do la ihffc
hien CSR
Tu> nhien, hien nay lai TP Can Thd hoat ddng
CSR chi dffdc thffc hien d ede KS 4 5 sao va edn
ldn tai mdt sd' han che nha't dinh \T vay, nghien
cffu dffdc thffc hien nhdm ddnh gid tac ddng cua
viec thffc hien irach nhiem xa hdi ciia KS lai
TP Can Thd dd'n niem tin \a gan kei cua nhan
vien \di to chffc, tff dd de xua'l mdt so giai phap
phu hdp
2 Tong quan l>' thuye't va mo hinh nghien
ctJu
2.1 Trdch nhifm xd hgi ICRS)
Theo Carroll (1979) trach nhiem xd hdi la tat
ca cac vd'n de kinh le phdp ly dao dffc va iff
nguyen md \d hpi trdng ddi d doanh nghiep (DN)
trong mdi thdi diem nha'l dinh Trach nhiem xd hdi
cd the dffdc dmh nghia la eac cdng ty nen chiu
trach nhiem ve ke't qua ciia ba't ky hdnh ddng nao
Clia hg dd'i vdi cdng dong va mdi trffdng
(Freder-ick vd cdng sff, 1992) Ben canh dd traeh nhiem xa
hdi Clia DN lii mpl ed ehe irong dd cdc DN ganh
vdc cdc trdch nhiem kinh te, phdp luat dao dffc \ a
cdc trdch nhiem khae ma eae ben lien quan da dp
ddt len cdc boat ddng cua DN (Maignan vd edng
sff 1999) Theo md hinh kim iff thap Carroll
(1979) CSR bao gdm 4 ye'u id': Trdch nhiem kinh
te Trdch nhiem phap luai, Trach nhiem dao dffc
Trdch nhiem nhan dao/iff thien Ngoai ra trach
nhiem mdi trffdng cung Id mgt ye'u quan trgng
irong CRS (Khah va edng sff 2014: Park vd cdng
sff 2014)
2.2 Niem tin vdo td chiic
Niem lin vdo td chffc la he qua ciia md'i quan he
eon ngffdi trong td chffc d cung mdt cap \'a giffa
nhieu ca'p do kh.ic nhau iNgu>en Manh Quan
201.^), Niom tin \ ao td chffc ddng vai trd rat quan
trpng trong \iec nang cao hieu sua't cdng tdc/hoai
ddng eiia id chffc (Bateman va Strasser 1984;
Malhebula 2004) Chathoth va cdng sff (201 Dda
vac dinh, niem tin tii chffc bao gdm cde khia eanh
ehinh la: tinh loan \en cam kel \a do tin Cd\
2.3 Cam ke't gdn bd vdi td chiic
Cam ket gdnbd \di i6 chffc la sff kien dinh ciia
mot cS nhan mong mud'n lam thiinh \ icn eua to
chffc va sff tham gia tich cffe vao edc hoai ddng ciia mdt id chffc cu the (Moud.i\ va edng sff 1979) Theo Mover \ a Allen (1991) gan bd td ehffe phan dnh md'i quan he cua nhan \ ien vdi mpt td chffc vd
ed anh hffdng den quye't dinh duy tri s iec lam lau dai vdi id chffc Muthuveloo (2005) cho tha'y sff s:in kel vdi td chffc inh hffdng quan trpng de'n ke't qua Clia td chffc, sff gdn kel cang cao ddn de'n sff trung thanh cang cao, giam cang thdng do cdng
\iec \a khuynh hffdng rdi bd td chffc tha'p hdn Meyer \ a Allen (1997) da dffa ra hai tiianh ph^n eua sff cam ke'i gan bd; Cam ke't giin bd vi tinh cam
va cam ke't gan bd de' duy tri
2.4 Quan h^ cua vifc thiic hifn CSR de'n niem tin vd cam ket gan bd ciia nlidn vien
Theo Mohammad vd cdng sff (2014), sff tham gia vao cdc boat ddng CSR cua td chffc Id mpt lien ke't cho nhan vien hp mud'n Iff xae dinh minh vdi mdt td ehffe ed trdch nhiem xa hdi, gulp hg nang cao hinh dnh eiia minh va tff dd hg cd thai do tich cffe hdn trong cdng viec Ben canh dd, viee thffc hien cde boat dpng trach nhiem kinh te', trdch nhiem phdp ly, trdch nhiem dao dffc vd trdch nhiem iff thien lao nen sff lin iffdng eua nhan vien dd'i vdi td chffc (Hoang La Phffdng Hien vd Tran Ngoe Trung, 2015; Ha Nam Khdnh Giao va Trinh Thi Hdng Tien, 2017)
Viec thffc hien td't 4 ye'u td' trdch nhiem nay (trdch nhiem kinh te', trach nhiem phdp ly, Irdeh nhiem dao dffc va traeh nhiem tff thien) gdp phan tao nen ldng trung ihanh cua nhan vien d khia canh
y dinh manh me gdn bd vdi td chffc vd niem tin manh me vdo ede gid tri va muc tieu cua td chffc (Gholam va ddng sff, 2014) Ben canh dd, Hoang Thi Phffdng Thao & Huynh Long Ho (2015) lim thay, viec thffc hien edc hoal ddng trdch nhiem kinh te, trdch nhiem phap Iy, trdch nhiem dao dffc
va trdch nhiem iff thien tao nen dffdc nidm tm cua nhan vien vdo td chffc va cud'i cung Id cam ke't gdn
bd cua nhan vien dd'i vdi id chffc, bao gdm gdn ket tinh cam va gdn ke't duy iri
2.5 Quan hf giUa niem tin vd sU gdn bd cam ket vdi ti) chiic
Slf hai long vd niem tin td chffc la hai tien de quan trong cua sff cam ke't trong cac nifn quan he Clia nhan vien vdi td chffc (Morgan , Hunt, 1994;
Trang 5Lee \a cpng sff 2012) Nyhan (2000) cho thay,
niem tin eua nhan vien vao td chffc se lam gia tdng
hidu qua lam viec va gia lang sff gdn ke't ciia nhan
vidn vdi td chffc Ngodi ra, theo Yilmaz (2008)
niem tin trong td chffc se lam tdng sff gan bd ciia
nhan vien vdi id ehffe do Niem tin vdo td chffc
ciing Id nhdn id'quan trpng ihiic da'y sff hdp tde
trong id chffc giiip cai thien hanh vi vd hoat ddng
hieu qua ddng thdi duy tri cdc md'i quan he lau dai vdi nhan vien (Mathebula 2004)
2.6 Md hinh nghien ciiu
Dffa vdo cde nghien cffu trong va ngodi nffdc ve thffc thi trach nhiem xa hdi de'n niem tin vd cam ke't gdn bd eua nhan vien, nhdm nghien cffu xay dffng md hinh nghien cffu nhff sau: (Hinh I Bang
1 Bans 2)
TRACH NHIEM XA HOI
CUA KHACH SAN
Trach nhi^m kinh
D
( Trach nhi§m phap ly \
( Trach nhifem d^o ddc j
>
c
(jYdci
Trach nhi&mtd thien
)i trudng \
Hinh 1: Mo hinh nghien c(fu <34 xuat
{ Gan ket duy tri j
Bang L Gia thuyet nghien cifu
1 GIS thuyet
HI
H2
H3
H4
H5
H6
H7
Ndi dung gia thuyet
Viec thyc hien trach nhiem kmh te ciia to chifc cd anh hudng tfch cue den niem tin
vao to chdc cCia nhan vien
Viec thyc hien trach nhiem phap iy ciia to chyc cd anh hudng tich eye den mem tin
vao to chffc cua nhan vien
Vi§c thyc hien trach nhiem dao dffc ciia to chffc cd anh hudng tich cue den niem
tin vao to chdc ciia nhan vien
Vifec thyc hien trach nhi&m lii thien cua to chdc cd anh hudng tich cue den niem tin
vao to chffc cLia nhan vien
Vide thyc hien trach nhiem mdi trudng cua td chyc cd anh hudng tich cyc den niem
tin vao to chue cua nhan vien
Niem lin vao to chiic cd anh hudng tich cue den g§n ket tinh cam
cua nhan vien
Niem tin vao to ehiic co anh hudng lich cyc den gan ket duy tri
cLia nhan vien
D3u ky vpng
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Trang 6mud'n ton tai va phat trien ben \'irng can cd dpi ngu
nhan \ien chuyen nghiep ludn tan tam tan Iffc \a
giin bd lau ddi vdi doanh nghiep Moi trong nhffng
yeu id'de' hodn thanb dffdc muc tieu ndy dd la thffc
hien CSR
Tu\ nhien hien nay tai TP Can Thd hoai Jong
CSR chi dffdc thffc hien d eae KS 4 5 sao \d cdn
ton lai mpl sd ban che nha't djnh Vi vd\ nghien
cffu dffdc thffc hien nhdm danh gia tac ddng eua
\ice thffc hien trdch nhiem \a hdi cua KS tai
TP Can Thd de'n niem tin \a gdn kci ciia nhan
vicn vdi td chffc iff dd dc \iiai mpl so giai phdp
phii hdp
2 Tdng quan 1\' thuye't va md hinh nghien
cii'u
2.1 Trdch nhi fin xd hgi (CRS)
Theo Carroll (1979) trach nhiem xa hdi la tat
ci cac va'n dc kmh le' phap 1\' dao dffc \a iff
nguyen ma xa hdi trdng ddi d doanh nghiep l D \ i
trong mdi thdi diem nha'l dinh Trdch nhiem xa hoi
cd the' dffdc dmh nghTa Id cdc cdng t\ nen cbiu
trdch nhiem ve kd't qua cua ba'i ky hanh ddng nao
Clia hp dd'i vdi cdng ddng \a mdi trffdng
(Freder-ick va cpng sff 1992) Ben canh do trdch nhiem \a
hpi Clia DN la mdt ed ehe' trong dd cde DN gdnh
vdc cdc trdch nhiem kinh le phdp luat dao dffc vd
cac trdch nhiem khde md cdc ben lien quan da dp
ddt len cdc hoal ddng cua DN iNLiignan \a cdng
Slf 1999) Theo md hinh kim iff thap Carroll
(1979) CSR bao gdm 4 ye'u td Traeh nhiem kinh
le' Traeh nhiem phdp luat, Trdch nhiem dao dffc
Trdch nhiem nhan dao/lff thien Ngoai ra trdch
nhiem mdi trffdng cung la mdt ye'u quan trong
trong CRS (Khah va cdng sif 2014: Park va cong
Slf 2014)
2.2 Mi'in lin vdo to chtic
Niem tin vao td chffc la he qua cua md'i quan he
con ngffdi trong td ehffe d eiing mdt cap \d giffa
nhieu c.i'p dp khde nhau iNgu\en Manh Quan,
2013) Niem iin vdo id chffc ddng \3i trd ra'l quan
trong trong viec ndng cao hieu sua't edng tdc/hoai
dong Clia td chffc (Baleman \d Strasser 1984:
Malhebula 2004) Chalhoth \a edng sff (2011) da
vac dinh nicm tin td chffc bao gdm cdc khia canh
ehinh la: tinh loan \en cam kel \a dd tin eav
2.3 Cam kct gdn bd vcti td chdc
Cam kdl g.in bd \di id chffc la sff kien dinh eiia
mdt ca nhdn mong mud'n lam thanh Men cua to chffc \ a sff tham gia tieh effc \ do cde ho.it ddng ciia mgt id ehffe cu the" iMouda> va cdng sff 1979) Theo Meyer \ a Allen (1991) gan bo td chffc phan inh mdi quan he ciia nhan vien vdi mgt td chffc vd
ed anh hffdng den quyet dinh duy tri \ iec ldm lau ddi \di td chffc Muthuveloo (2005) cho thay sU gdn ke't \ di id chffc anh hffdng quan trgng de'n kci
qua ciia id ehffe sd gan ke't cang cdo dan de'n sff
trung thdnh cang cao giam cang thang do cdng viec va khuynh hffdng rdi bd td ehffe tha'p hdn, Me\crva Allen (19971 da difa ra hai thiinh phiin Clia sff cam kel gan bd: Cam ke't gdn bd vi tinh cdm
va cam ke'i giin bd de duy tri
2.4 Quan ii? cita vifc thiic hifn CSR de'n niem tin vd cam ke't gan bd ciia nhdn vien
Theo Mohammad vd cgng sff (2014) ,sff tham gia vdo cac hoal dgng CSR eiia to chffc la mdt lien ke'i cho nhan vien, hg mud'n Iff xdc dinh minh vdi mdt td chi'fc cd irdch nhiem xa hdi, giup hp nang eao hinh dnh cua minh vd tff dd hp cd thai do lich cffe hdn trong cdng viec Ben canh dd viec thffc hien cac hoat ddng trdch nhiem kinh te, trach nhiem phdp ly, trdch nhiem dao dffc va trach nhiem tff ihien tao nen sff tin iffdng eiia nhdn vidn dd'i vdi td chffc (Hoang La Phffdng Hien va Tran Ngoc Trung, 2015; Ha Nam Khanh Giao va Trinh Thj Hdng Tien 2017)
Viec thffc hien td't 4 ye'u to' trdch nhiem nay (trach nhiem kinh te, trdch nhiem phdp ly, trdch nhiem dao dffc va trach nhiem Iff thien) gdp phan lao nen long irung thanh eua nhan vien d khia eanh
y dmh manh me gan bd vdi td ehffe va niem tin manh me vdo cdc gia tri vd myc lieu ciia td chffc fCholam va ddng sff, 2014) Ben canh dd, Hoang Thi Phffdng Thao & Huynh Long Ho (2015) tim thdy, viec thffc hien cde hoal dpng trach nhiem kinh te, trdch nhiem phap ly trach nhiem dao dffc
vd trdch nhiem tff thien lao nen dffdc nidm tin cua nhan vien vao to chffc vd cud'i ciing la cam ke't gan
bd cua nhan vien dd'i vdi td chffc, bao gom gdn ket linh cam vd gan ket duy tri
2.5 Quan hf giUa niem tin vd stf gdn bd cam ket vdi td chiic
Sff hdi Idng vd niem lin id ehfft- ) i hai tidn de quan trong cda sff cam ke't trong ci^ : ,di quan he cua nhan vien vdi to chffc (Morgai, • i i^,]
Trang 7j994-Lee vd edng sff 2012) Nyhan (2000) eho tha'y
niem lin cua nhan vien vao td chffc se lam gia tang
hi?uqua Idm viec va gia tdng sff gan ke't ciia nhan
Mcn vdi td chffc Ngoai ra, theo Yilmaz (2008)
niem lin trong td chffc se lam tang sff gan bd ciia
nhdn vien vdi td chffc do Niem tin vao td ehffe
ciing Id nhdn to' quan trong thiic day sff hdp lac
irong td chffc giup cai thien hdnh vi vd boat ddng
hieu qua ddng thdi duy tri eac md'i quan he lau dai vdi nhan vien (Malhebula 2004)
2.6 Mo hinh nghien ciiu
Dffa vao cac nghien cffu trong va ngodi nffdc ve thffc thi trach nhiem xa hdi de'n niem tin vd cam ket gdn bd ciia nhan \ien nhdm nghien cffu xay dffng md hinh nghien cffu nhff sau (Hinh I, Bang
1 Bang 2)
Hinh J: Mo hinh nghien cOu de xua't
{ Gan ket duy tri j
Bang 1 Gia thuyet nghien cCfu
Gilhuye)
H,
j H2
H3
H4
H5
H6
H7
N$i dung gia thuyet
Viec thyc hien trach nhiem kinh te ciia to chdc c6 anh hudng tich cyc den niem tin
vao to chdc cua nhan vien
Viec thyc hien traeh nhiem phap ly ciia to chyc c6 anh hudng tich cyc den mem tin
vao td chdc ciia nhan vien
Viec thyc hien trach nhiem dao ddc ciia td chdc ed anh hudng tieh cue den niem
tin vao td chdc cua nhan vien
Viee thyc hien trach nhiem td thien cua to chdc co anh hudng tich cue den niem tin
vao td chffc cua nhdn vien
Viec thuc hien trach nhiem moi trudng ciia td chyc cd anh hudng tich cue den niem
lin vao td chyc ciia nhan vien
Niem tin vao td chdc ed anh hudng tich cue den gdn ket linh cam
Clia nhan vien
Niem tin vao to chdc cd anh hudng tich cue den gan ket duy tri
cua nhan vien
Da'u ky vpng
+
*
*
+
+
+
+
Trang 8mudn ton tai \a phai men ben vffng caned dpi ngu
nhan \ien chuyen nghiep ludn tan lam tan life vi
gan bd lau dai vdi doanh nghiep Mdt irong nhffng
\eu lode hodn thanh dffdc muc tieu na\ dd la ihffe
hien CSR
Tuy nhien, bien nay tai TP Can Thd hoai ddng
CSR chi dffdc thffc hien d cdc KS 4 5 sao \a cdn
tdn tai mdt sd'han che nha't dinh M vay nghien
cffu dffdc thffc hien nhdm danh gia idc dgng ciia
viec thffc hien trdch nhiem xd hdi cua KS tai
TP, Can Thd den niem tin \a gan kci cda nhan
vien \ di td chffc, iff dd de xua't mdt sd' giai phap
phu hdp
2 Td'n^ quan I\ Ihuyel vd ni6 hinh nghien
cffu
2.1 Trdch nhifm xa hgi (CRS)
Theo Carroll (1979) irdch nhiem \a hdi la lat
ca cac va'n dc kinh te phap ly dao dffc \a Iff
nguydn ma xa hdi irdng ddi d doanh nghiep iD.Ni
trong moi ihdi diem nha'l djnh Trdch nhiem xa hdi
cii the dffdc dinh nghTa la cdc cdng ty nen chju
trach nhic-m \c kc'l qua ciia ba't ky hanh ddng nao
eiia hp dd'i vdi cdng ddng \a mdi trffdng
(Freder-ick \a cgng sff 1992) Ben canh dd, trdch nhiem xd
hpi ciia DN la mdi cd che', trong dd cac DN gdnh
vac cdc trdch nhiem kinh tc' phdp luat dao dffc va
cac trach nhiem khae ma cac ben lien quan da dp
ddi len cae hoat ddng ciia DN (.Maignan \a cpng
sir 1999) Theo md hinh kim tff thap Carroll
(1979) CSR bao gdm 4 ye'u to: Trdch nhiem kinh
te Trach nhiem phap luat Traeh nhiem dao dffc
Trach nhiem nhan dao/tff ihien Ngoai ra, trdch
nhiem mdi trffdng eung Id mdt yeu quan trpng
irong CRS (Khah vd cdng sff 2014; Park va cdng
sir 2014)
2.2 \ieni tin vdo to chiic
Nicm tin \."R> id ehffe la he qua ciia mdi quan be
con ngffdi trong td chffc d cung mdt cap \d giffa
nhieu ca'p do khac nhau i Nguyen Manh Qudn,
2013) Niciii tin vdo id chffc ddng \ai trd rd'iquan
trgng trong viec nang cao hieu sua't cdng tdc/hoai
ddng ciia td chffc (Bateman vd Strasser 1984;
Malhebula 2004) Cliathoih va cdng sff (2011) da
\,ic dinh niem lin id chffc bao gdm cdc khia canh
chinh la: tinh loan \en cam ke't va do tin ea\
2.3 Cam ke't gdn bd rdi to chitc
Cam ke't gdn bd \di id chffc la sff kien dinh eiia
mpl ed nhdn mong mud'n lam thanh vien ciia Id chffc va sff tham gia iich effc vao edc ho.ii ddng ciia nicii td chffc cu the (Mowday \d cdng sff 1979) Theo Meyer va Allen (1991) gd n bo td chffc phan anh mdi quan he ctia nhan \ icn \ di mgt td chffc \a
ed anh hffdng den quyel dinh duy tri \ idc lam lau ddi vdi td ehffe Muthu\e!oo (2005) cho thd'y sif iidn ke't vdi td chffc anh hffdng quan trgng de'n kel qua ciia id chffc sff giin ket cang eao dan den sff trung thdnh eang cao giam cang thang do cdng
\iec va khuynh hffdng rdi bd td chffc tha'p hdn Mc\er va Allen (1997) da dffa ra hai thanh phan eua sff cam kel gan bd: Cam ke't gdn bd vl tinh cam
va cam ke't gdn bd de duy tri
2.4 Quan h$ cua vifc thiic hifn CSR den niem tin vd cam ke't giin bd ciia nhan vien
Theo Mohammad vd cdng sif (2014) sff iham gia vdo cdc hoat dgng CSR eua id chffc la mpl Hen kel eho nhan vien, ho mud'n tif xdc dinh minh vdi mpl to chffc cd trach nhiem xa hpi, giup hg nang eao hinh dnh ciia minh vd tff dd hp ed thai dp lich cffe hdn trong cdng viec Ben eanh do, viee thifc hien cac hoat ddng trdch nhiem kinh le', iraeh nhiem phdp ly, trdch nhiem dao dffc va traeh nhiem tff thien tao nen sff tin iffdng ciia nhdn vien dd'i vdi td chffc (Hoang La Phffdng Hien va Tran Nggc Trung, 2015; Ha Nam Khdnh Giao va Trinh Thj Hdng Tien 2017),
Viee thffc hien td't 4 ye'u id trach nhi^m nay (trach nhiem kinh le', trdch nhidm phap ly, trdch nhiem dao dffc vd trach nhiem tff thien) gdp ph^n lao nen long trung thanh eua nhan vien 6 khia canh
y dmh manh me gan bd vdi td chffc va niem tin manh me vao cde gia tri vd mye tieu ciia td chffc (Gholam va ddng sff, 2014) Ben canh dd, Hodng
Thi Phffdng Thao & Huynh Long Ho (2015) tim
thay, viec thffc hien cdc boat ddng trach nhiem kinh te, trdch nhiem phdp ly, trach nhiem dao dffc
vd irach nhiem tff thien tao nen dffdc nidm tin cua nhan vien vao td ehffe va cudi cung la cam ke't gan
bd cua nhan vien ddi vdi id chffc, bao gdm gan kel dnh cam vd gan ke't duy tri
2.5 Quan he giffa niem tin vd sU gdn bd cam ket vdi td chiic
Sff hai ldng \a niem tin to chffi i , hai tien dl quan irong ciia sff cam ket trong CIL nidi quan he Clia nhan vien vdi id chffc f.Morg.' ;; ,„[ J994;
Trang 9Lee \a cdng sff 2012) Nyhan (2000) cho thay
niem lin cua nhan vien vao td chffc se Idm gia tang
hidu qua lam \iec vd gia tdng sff gd'n ke't cua nhdn
\ien vdi td chffc Ngoai ra, theo Yilmaz (2008)
niem tin trong id chffc se ldm tang sff gdn bd ciia
nhan vien vdi td chffc dd Niem tin vao to chffc
Cling la nhan to quan trgng thuc day sff hdp tde
trong id chffc giiip cai thien hdnh vi va boat ddng
hieu qua ddng thdi duy tri ede md'i quan he lau dai vdi nhan vien (Mathebula 2004)
2.6 Mo hinh nghien ciiu
Dffa vao eac nghien cffu trong va ngoai nffdc \ e thffc thi trdch nhiem xa hdi de'n niem tin va cam ket gdn bd ciia nhan vien nhdm nghien cffu \ a \ dffng md hinh nghien cffu nhff sau: (Hinh 1 Bang
1 Bang 2)
TRACH NHIEM XAHQi
CUAKHACHSAN
Hinh 1: M6 hinh nghien cdu di xuat
Trach nhiem kinh
( Trdch nhi^m phap ly ) •
( Tr^ch nhi§m d^o ddc
f Tr^chnhi^mtdthign
TTrdch nhi^m mdi trudng \
B a n g 1 G i a thuye't n g h i e n cCfu
1 GiSthuygl
HI
1
H2
! H3
H4
NOi dung gia thuyet Viec thuc hien trach nhiem kmh te cua to chdc cd anh hudng tfch eye den niem tin
vao to chdc cua nhan vien
Viee thyc hien trach nhiem phap iy cua to chdc cd anh huong tich cyc den niem tin
vao to chdc cua nhan vien
Vide thyc hien trach nhiem dao dffc ciia to chdc cd anh hudng tich cue den niem
tin vao to chdc cua nhan vien
Wee thyc hien Irach nhiem tff thien cua to chdc cd anh hudng tich cyc den niem tin
vao to chffc cua nhan vien
Dau ky vgng
*
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+
+
I Viec thyc hien trach nhiem mdi truong ciia td chyc cd anh hudng tich cyc den niem
tin vao td chdc ciia nhan vien
: Niem tin vao id chyc co anh hudng tich cue den gan ke't tinh cam
cCia nhan vien
; Niem tin vao to chyc cd anh hudng tich cyc den gan ket duy tri
I eiia nhan vien
Trang 10Bang 2 Thang d o v d c a c bie'n q u a n sat STT Ky hl$u
I TNKT
1 TNKT1
2 TNKT2
3, TNKT3
4, TNKT4
5 ' TNKT5
6, I TNKT6
7, I TNKT7
II TNPL
Thang do
Trach nhi^m kinh te
KS luon cd gang dgt duoc loi nhuan toi uu
KS ludn cd' gang tiel kiem chi phi trong cac hoat ddng
KS luon cd' ging mang lgi ngudn thu nhap dn dmh cho nhSn vi§n ,
KS ludn thiet lap ehien luoc dai ban ciK) tang trudng vS doanh thu va cha'l lUpng
dich vu
KS ludn nang cao chat lupng dmh vy
• KS xem su hai Idng ciia khach hang nhu mdt chi so danh gia hieu qua kmh doanh,
KS ludn cung ca'p cac san pham dich vu chS't luong cao cho du khaeh,
I Trach nhi^m phap ly
Ngu5n
Park va cdng sy(2014):
Hoang Th|
Phuong Thao
va cdng sy (2015): Choi va cdngsy (2018)
TNPL1
TNPL2
KS ludn Ihyc bi^n theo dung cac quy dmh cua phap lu^t trong kinh doanh
KS ludn ludn thii cae nguyan tSc cdng khai minh bgch v§ tuyen dyng va phue lOi
KS luon thyc hi§n nguyen Ike cdng bSng, khong phan bi?t ddi xir trong vi§c khen
thudng va thdng tien cua nhan vien
Lanh dgo KS luon nSm ro cac lu&t 16 Ii6n quan vd thudng xuySn cgp nhgt cho
nhSn vien
12 TNPL5
13, TNPL6
III I TNDD
14 I TNDD1
15,1 TNDD2
Ta't ca san pham dich vy eua KS deu dap dng cac tiSu chuSn ciia phap luat
NhQng dieu khoan trong hgp dong ludn dupe KS tuin thu
16 1 TNDD3
17 TNDD4
18 1 TNDD5
I 20 ' TNDD7
IV
21
22
TNTT
TNTTI
TNTT2
, 23 TNTT3
24 T N n 4
25
Trach nhi$m dao dilc
Ta't ea nhan vien trong KS deu luan thii cac tieu chud'n nghe nghiep
KS duoc eong ddng xa hdi cfing nhgn la KS uy lin, dang tin cay
KS luon hop tac vdi khach hang va ddi lac theo quy t^c cdng bdng, ddi ben cung
cd Ipi
KS ludn cung cap thong tin day du, chinh xac cho doi tac va khach hang
KS ludn luan theo chuan myc dgo due trong kmh doanh i
Nhdn vien trong KS cd tae phong, dien mao chuan myc, phu hop vdi moi Irudng j
j lam viec va xa hdi
' Lanh dao KS luon quan tam va cd trach nhiem ve nhOng hoat ddng cua KS doi vdi i
I c6ng dong j
I Trach nhi$m tff thi$n
Park va cdng sy(2014);
Hoang Th I PhUdng Thao
va cdng sy (2015); Choi va cpng sy (2018)
Park va c6ng sy(2014);
Hoang Thi Phuong Thao
va cpng sy (2015); Choi va cong sy (2018)
j KS ludn quan tam hd'biD giai quyet cac van de xa hdi gdp ph3n phat t r i ^ cdng dong
Park va cdng , sy(2014);
I KS ludn trich/phan chia mdtsd ngudn kmh phi cho cac hoat dong cdng tac xa hgi 1 ^oangThi
1 _ _ _ _ ^ — _ _ _ — _ • , Phuong Th^o
' va cdngsy
! (2015), Choi va ' cdngsy(2018) I
: KS ludn khuyen khich va tgo dieu kien cho nhan vien tham gia hoat ddng vi cdng ddng
KS ludn ndlyc ddng gdp cho xa hgi chd ktxmg dOn thuan la kinh doanh vi ipi nhuSn
TNTT5 ' KS luon the hien trach nhiem xa hpi mgnh me trong cac hoat ddng hgng ngay