tóm tắt: Trách nhiệm xã hội của doanh nghiệp và chất lượng quan hệ giữa người tiêu dùng với doanh nghiệp: Vai trò trung gian của giá trị khách hàng và công bằng giá

Trách nhiệm xã hội của doanh nghiệp và chất lượng quan hệ giữa người tiêu dùng với doanh nghiệp: Vai trò trung gian của giá trị khách hàng và công bằng giá.Trách nhiệm xã hội của doanh nghiệp và chất lượng quan hệ giữa người tiêu dùng với doanh nghiệp: Vai trò trung gian của giá trị khách hàng và công bằng giá.Trách nhiệm xã hội của doanh nghiệp và chất lượng quan hệ giữa người tiêu dùng với doanh nghiệp: Vai trò trung gian của giá trị khách hàng và công bằng giá.Trách nhiệm xã hội của doanh nghiệp và chất lượng quan hệ giữa người tiêu dùng với doanh nghiệp: Vai trò trung gian của giá trị khách hàng và công bằng giá.Trách nhiệm xã hội của doanh nghiệp và chất lượng quan hệ giữa người tiêu dùng với doanh nghiệp: Vai trò trung gian của giá trị khách hàng và công bằng giá.Trách nhiệm xã hội của doanh nghiệp và chất lượng quan hệ giữa người tiêu dùng với doanh nghiệp: Vai trò trung gian của giá trị khách hàng và công bằng giá.Trách nhiệm xã hội của doanh nghiệp và chất lượng quan hệ giữa người tiêu dùng với doanh nghiệp: Vai trò trung gian của giá trị khách hàng và công bằng giá.Trách nhiệm xã hội của doanh nghiệp và chất lượng quan hệ giữa người tiêu dùng với doanh nghiệp: Vai trò trung gian của giá trị khách hàng và công bằng giá.Trách nhiệm xã hội của doanh nghiệp và chất lượng quan hệ giữa người tiêu dùng với doanh nghiệp: Vai trò trung gian của giá trị khách hàng và công bằng giá.Trách nhiệm xã hội của doanh nghiệp và chất lượng quan hệ giữa người tiêu dùng với doanh nghiệp: Vai trò trung gian của giá trị khách hàng và công bằng giá.1 MINISTRY OF EDUCATION AND TRAINING UNIVERSITY OF ECONOMICS HOCHIMINH CITY Nguyen Nhan Nhu Ngoc CORPORATE SOCIAL RESPONSIBILITIES AND RELATIONSHIP QUALITY BETWEEN CONSUMERS WITH CORPORATE MEDIATING R.

Nguyen Nhan Nhu Ngoc

-CORPORATE SOCIAL RESPONSIBILITIES AND RELATIONSHIP QUALITY BETWEEN

CONSUMERS WITH CORPORATE:

MEDIATING ROLE OF CUSTOMER VALUE

AND PRICE FAIRNESS

Specialization: Management

Code: 9340101

SUMMARY OF PHD THESIS

Hochiminh City - 2023

1 Dr Nguyen Huu Lam

2 Dr Ngo Thi Anh

Reviewer 1: ……….……… Reviewer 2: ……….………

The thesis will be defended at:

Place: ……… ……

On ……… …………dd………mm………yyyy.

The thesis can be found at the library: University of Economics Ho Chi Minh City, 279 Nguyen Tri Phuong st., Ward 5, District 10, Ho Chi Minh City

CHAPTER 1 INTRODUCTION 1.1 Reasons for choosing research topic

1.1.1 Basis from reality

The irresponsible behavior of some corporates in Vietnam over the past timehas created a negative reaction of consumers towards businesses Therefore, in thecurrent context, the main issue is to understand consumers’ awareness of corporatesocial responsibility, thereby encouraging corporate to pay attention to socialresponsibility activities as a business strategy to create added value for thecorporate This is the reason why the author chooses the topic of corporate socialresponsibility from the consumer’s perspective

1.1.2 Basis from the literature review

The systematic review method was selected to identify the research gap of thistopic, based on the three-stage process of Tranfield et al (2003)

Of the 29 studies that mentioned to one of three factors; such as relationshipquality, customer value, and price fairness; none of them examined thesimultaneously effects of social responsibility on these factors, or examined theimpact of corporate social responsibility on customer value, price fairness, and one

of the components of relationship quality (satisfaction, trust, and commitment) inthe same study

Therefore, a gap on the research of social responsibility has been found:

“Corporate social responsibility and relationship quality between consumers withcorporate: Mediating role of customer value and price fairness.”

Figure 1.1: Reference selection process for literature review

Source: Author’s research

1.2 Research objectives

The overall objective of this study is to examine the influence of corporatesocial responsibility activities on the relationship quality between consumers andcorporate; thereby, defining three specific research objectives First objective is tostudy the direct effect of corporate social responsibility activities on the relationshipquality between consumers and corporate Second objective is to assess the indirectimpaction of corporate social responsibility activities on the relationship quality

Collecting references by keywords (n = 391) Identification

between consumers and corporate through the mediating role of customer value andprice fairness Third objective is to examine the influences of corporate socialresponsibility activities on (1) the relationship quality between consumers andcorporate, (2) customer value, and (3) price fairness whether are difference in a 10%price change?

1.3 Research object

The object of this research was the relationship between corporate socialresponsibility activities with the relationship quality between consumers andbusinesses, customer value, and price fairness Survey subjects were Vietnameseconsumers over 18 years old

1.4 Research scope

Scope of content: the relationship between corporate social responsibilityactivities with consumer-corporate relationship quality, customer value, and pricefairness

Spatial scope: Vietnamese consumers, specifically consumers in Ho Chi MinhCity and Mekong Delta provinces; such as Can Tho, Vinh Long, Dong Thap, AnGiang, Kien Giang

Time range: from 2016 to 2020 Primary data sources were collected inAugust 2020

1.5 Research method

The general research method was a mixed method, with a combining design,

in which the main research method was quantitative and the secondary researchmethod was qualitative (Nguyen Dinh Tho, 2013) The two research phases werepre-test and main

CHAPTER 2 THEORETICAL BASIS AND RESEARCH MODEL 2.1 Corporate social responsibility

This study used a broad definition of corporate social responsibility fromBrown and Dacin (1997): Corporate social responsibility associations reflect theorganization's status and activities with respect to its perceived societal obligations.Barnett (2007) argued that social responsibility included business-specificinvestments which he called operations Peloza and Shang (2011) argued that therewas a recent tendency to view social responsibility as a set of corporate activities.This study identified three common areas of social responsibility activities, whichwere charity activities, environmentally responsible activities, and activities thatwere responsible to customers because customers were one of the most relevantparties to the corporate

2.2 Relationship quality

Although there was no consensus on the definition of relational quality, therehas been an agreement that relationship quality was a higher-order constructconsisting of many different components that were related to each other (Vieira et

al 2008) to reflect the general nature of the relationship between corporate andconsumers (Lages et al., 2005; Palmatier et al., 2006) The three main components

of relationship quality which were frequently used in this field were customersatisfaction with the corporate, the trust of customers in the corporate, and thecommitment of customers to the corporate

2.3 Customer value

This research focused on the value created for consumers, called consumptionvalue Value was perceived, therefore was also called perceived value (Thomson etal., 2003)

This study relied on an empirical approach to define customer value Thisapproach asserted that the essence of value was the customer experience, which was

in the customer experience, not in the product or service, because people paid moreattention to the experience than to the product or service (Holbrook, 2006)

2.4 Price fairness

This study, based on the definition of Xia et al (2004), defined price fairness

as the consumers’ judgment and emotions related to the difference (or indifference)between the seller’s price and the price compared with other competitors as towhether it was reasonable, acceptable, or justifiable

2.5 Summary of hypotheses and research model

Based on the signal theory (Spence, 1973), the study proposed the hypothesesabout the positive effect of social responsibility on relationship quality Socialexchange theory (Blau, 1964) was applied to explain the indirect effect of sociallyresponsible activities on relationship quality through customer value mediation.Attribution theory (Weiner, 1985) was used to exam the mediating role of pricefairness in the relationship between social responsibility and relationship quality

Figure 2.3: Research model

Source: Author’s research

The study proposed ten hypotheses about the relationships between theresearch concepts These relationships were illustrated in Figure 2.3

H1: Corporate social responsibility activities have a positive effect on therelationship quality between consumers and corporate; such as (a) satisfaction withthe corporate, (b) trust in the corporate, and (c) commitment to the relationship withthe corporate

10% price change Relationship

H2: Corporate social responsibility activities positively affect customer valueperceived by consumers; such as: (a) functional value, (b) emotional value, (c)social value, and (d) ethical value.

H3: Customer value has a positive impact on the relationship quality betweenconsumers and corporate; such as (a) satisfaction with the corporate, (b) trust in thecorporate, and (c) commitment to the relationship with the corporate

H4: Customer value plays an intermediary role in the relationship betweensocial responsibility and relationship quality between consumers with the corporate.H5: Corporate social responsibility has a positive impact on consumers’perceived price fairness

H6: Price fairness perceived by consumers positively affects the relationshipquality between consumers and corporate; such as (a) satisfaction with thecorporate, (b) trust in the corporate, and (c) commitment to the relationship with thecorporate

H7: Price fairness perceived by consumers is as an intermediary in therelationship between social responsibility and the consumers’ relationship qualitywith corporate

H8: Customer value has a positive impact on consumers’ perceived pricefairness

H9: Customer value mediates the relationship between social responsibilityand price fairness perceived by consumers

H10: Does the effect of corporate social responsibility activities on (a)customer value, (b) price fairness, and (c) the relationship quality betweenconsumers with corporate on two consumption contexts: (1) equal price; (2) 10%higher price in compared to other corporates

CHAPTER 3 RESEARCH DESIGN 3.1 Research process

Figure 3.1: Research process

Source: Author’s research

3.2 Pilot research

In the pilot phase, the thesis used qualitative and quantitative research method.The qualitative research method used was focus group, in order to (1) build thescale for ethical value concept; (2) develop scenario and fix the measurement ofresearch concepts

Pre-test for scales (n

= 155) Questionnaire

Step5

Step4

Step3

Step2

Step1

Research results PLS-SEM

‘FA Cronbach α

(2 groups)

Focus group Scenario

pilot scale Theoretical basis

Hypotheses and research model Literature review

Defined research

issue

Quantitative research (n = 479)

Pre-test for scenario

In order to measure ethical value in the context of social responsibility related

to consumption, a new scale was developed since it was not possible to find therelevant scale in previous studies to the current research objectives The process ofdeveloping new scale was based on the approach of Nguyen Dinh Tho (2013);consisting of two phases: (1) building a set of observed variables, and (2) pre-test ofthe scale

The quantitative research method used in the pilot phase was the survey withquestionnaire; aimed at (1) cleaning up the scale of ethical value concept; (2)evaluating the designed scenario; and (3) pre-testing the scales of research conceptsbefore conducting the main research

3.3 Main research

The study used a quantitative method with an experimental vignette method(EVM) with a control group Samples were collected by the convenient method inthe provinces; such as An Giang, Dong Thap, Kien Giang, Vinh Long, Can Tho,and Ho Chi Minh city Survey subjects were consumers who were over 18 years oldand had income The data collection took place in August 2020

Data were collected through the three-part questionnaire survey method:scenario, closed-ended questions containing the scales of the research variables, andpersonal information such as gender, education level, income, marital status Thecontrol group received the scenario with the product selling price equal to theselling price of other companies The experimental group received the scenario withthe product selling price of 10% higher than the other companies’ selling price, due

to the cost of investing in the social responsibility activities All scales were 7-pointLikert type, ranging from strongly disagree to strongly agree

CHAPTER 4 RESEARCH RESULTS AND DISCUSSION

4.1 Statistical description of the sample

There were 600 questionnaires distributed, in which there were 300questionnaires for each group (Table 4.1) The rate of questionnaires collected wasover 90% The valid sample size was n = 479 The sample size of the control groupwas 1.13 (< 1.5) times larger than the sample size of the experimental group (Hair etal., 2014), so it did not affect the results of comparision between two groups inmulti-group analysis

Table 4.1: Sample size discription Characteristic Frequency Ratio

(%) Frequenc y Ratio (%) Frequency Ratio (%)

Questionnaires

distributed 300 100 300 100 600 100Questionnaires

collected 271 90 286 95 557 93Invalid

questionnaires 46 17 32 11 78 14

Sample size 225 47 254 53 479 100

Source: Author’s research results

The sample distribution according to the location where the sample had been

collected was presented in Table 4.2, and the sample demographic characteristics

were shown in Table 4.3

Table 4.2: Sample distribution by location

No Location Number Ratio (%)

Table 4.3: Sample statistical description Demographic characteristics Number Ratio (%)

Female 245 51,1Educational level University and above 445 92,9

Under university 34 7,1Income Under 10 million 393 82,0

From 10 million and above 86 18,0Marital status Married 292 61,0

Single 187 39,0

Source: Author’s research results

The result of assessing the used scenario in the survey was relatively high Therealism of the scenario was rated at 5.21 and the imaginability was 5.61 per thescale of 7

4.2 Evaluation of measurement and structural models by PLS-SEM

4.2.1 Evaluation of measurement models

To deal with the measurement problem of higher-order structures in SEM, the recurrent indicator approach was used (Hair et al., 2018) The test resultssupported the reliability and validity of the measurement scales, so the measurementmodels were kept for the next evaluation steps

PLS-The VIFs of the observed variables were all < 3.3 PLS-Therefore, the CMB, if any,did not bias the research results

The test results showed that the compositional invariance was established forthe research concepts, so the data collected from both groups were combined for thenext analysis steps

4.2.2 Evaluation of structural model

The estimated results showed that the R2 value of relationship quality (RQ)was 0.594, showing the structural model quite fitted well with the data set at 59.4%

The coefficient of influence f2 of the relationship from customer value (CV) torelationship quality (RQ) was 0.643, proving that customer value played an

important role in affecting relationship quality GoF = √AVE∗R❑2 = 0.441 > 0.360showed a very good fit of the model with the research data.

Unsupported

Source: Author’s research

CHAPTER 5 CONCLUSIONS AND IMPLICATIONS

Second, corporate social responsibility activities indirectly affect therelationship quality between consumers and corporate through the additionalintermediary role of customer value Corporate social responsibility activitiesdirectly and positively affect the customer value that consumers perceive throughconsuming socially responsible products In particular, corporate socialresponsibility activities affect social value higher than other types of value At thesame time, the study also confirms that ethical value is one of the types of customervalue that consumers perceive through consuming products from sociallyresponsible corporate Customer value directly and positively affects therelationship quality between consumers and corporate In particular, customer valueaffects consumers’ trust in businesses more strongly than satisfaction andcommitment

Third, corporate social responsibility activities do not affect the relationshipquality between consumers and corporate through the mediation of price fairness,because the direct impact of corporate social responsibility activities on consumers’perception of price fairness is not supported by the research data However,corporate social responsibility activities have an indirect impact on price fairnessthrough the intermediary of customer value This shows that corporate socialresponsibility activities are not enough to directly affect the perception of pricefairness, but must go through the completely mediating role of customer value; the