How corporate social responsibility affects customer consumption behavior in hospitality

UDB Independent Studies Proposal & Request for Ethical Approval

Submit this proposal form when completed, to Turn it in via Moodle under the independent study section, as explained in the video tutorial available on Moodle in the BA Programme General Information section. Your proposal form will be graded and feedback made available via Moodle.

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How Corporate Social Responsibility affect the customer consuming behaviour in the hospitality industry

What are the aim and objectives of your study?

The main aim of the study is to study the effect that the corporate social responsibility has on the consumer behavior within the hospitality industry.

Below, write your 3 objectives

With the help of secondary research, to study if corporate social responsibility has a link with the consumer behavior.

To analyse if corporate social responsibility of the business in the hospitality industry affect the behavior of the consumers,

To study if any further improvements in the corporate social responsibility of the businesses in the hospitality industry help in bringing better changes in the consumer behavior.

Word count for this section: around 50

8. Brief review of relevant literature and rationale for study: list references of approximately 6 publications that you view to be key publications focusing on your research topic. On this list, include a minimum of 4 key methodology references. This list should be alphabetised and stapled to the back of the proposal form. (You should not attach copies of the publications).

Introduction/background / rationale / context / value and purpose of your report.

In the modern business environments when the competition has increased, the corporations adopt some strategies in order to make sure that the concept of sustainable management can be tripled. In these cases, one of the main concepts that are being followed by the organizations includes the triple bottom line. It is the concept with the help of which the impact that the business organization has on the society is measured. The impacts on the business environments and the society are also measured in these cases. Thus in the modern environment of increased business challenges, it is important that more focus to achieve sustainability by making sure that the environment, society and business-based criteria can be achieved. The corporations and organizations connect social, economic and environmental aspects with the help of the business that that have. This connection is more known as corporate social responsibility (CSR). This concept has remained under focus for many years in business literature. Some other names that are given to the corporate social responsibility include corporate citizenship, corporate social performance, and sustainable responsible business. This area has become the focus of the managerial business strategy. There are a number of definitions that are given in the business literature. One of the main definitions of these cases is "the configuration of the principles of bossiness including social responsibility programs, social responsiveness, social processes, as well as certain observable outcomes that can have a positive effect on an overall relationship of the business with the society."

Analyse the secondary sources you have chosen (books / online sources / academic databases such as Emerald / academic journals).

Various researches from the past and the present have defined corporate social responsibility in various different ways. One of the main facts that have been highlighted by various researchers is that the concept of corporate social responsibility gained more importance when the people within the society that the ethical and moral principles that are being followed by the businesses should be in favor of the society and the environment highlighted it. These are the ethical and moral principles of the business that should play roles in reducing all environmental and societal issues in order to make sure that the public good is promoted.

Sen and Bhattacharya (2001) that since the 1960s, immense importance that is carried by the corporate social responsibility has been realized but recently based on immense acceleration in the field of globalization, the importance have highlighted it and the consideration being given to the field has reduced. Another important fact that has also caused a great reduction in the importance of corporate social responsibility includes a greater increase in global mass trade.

One of the main facts highlighted by McWilliams and Siegel (2001) in the case of the importance of corporate social responsibility for the business is that those policies, laws and ethics are to be followed by the business that can add objectivity and an increased value to the relationships that the businesses have with the society. It was 1960s and 1970s when there was a much greater increase in the importance of corporate social responsibility as this was the time of an acceleration in social activism.

It has been mentioned as a fact by Matten and Moon (2008) that the customers of the hospitality industry enjoy the fact that the businesses take into consideration the personal responsibilities that they have in regards to the society and the environment. This is the realization and the feeling that provides an increased sense of power to those customers in the hospitality industry who are less aware of multifaceted market systems.

It has been highlighted by Campbell (2007) that the relationships between the business and the community are to be shaped by the corporate social responsibility and there are much better changes that wait in the case of these relationships.

It has been highlighted by the previous studies including Maignan and Ferrell (2004) that there is a need to improve the relationships that the business and the corporations have with the consumers and the society. There are various leading business researches that have discussed the importance of the social responsibilities that the businesses have, as the social responsibility is one of the main concerns of the businesses these days. There are a number of theories that have highlighted the importance of corporate social responsibility for the business organizations. The first and most important theory in this regard is the iron law of responsibility. This law has highlighted that the responsibility that the organization has in the society needs to be realized by the organizations or the business, just lose the power that is granted to them by the society. The second important theory in this case is the normative stakeholder theory. This theory has mentioned that the organizations are obliged to complete and fulfill the moral obligations that they have with the society. Another important theory is the Instrumental stakeholder theory, which has mentioned that the organizations must make sure that stakeholders must be satisfied in regards to the requirement that they have. In addition, for the organizations to achieve their objectives, satisfaction of the stakeholders is most important. Theory of slack resources has highlighted that the organizations that have more resources are the ones that are more successful over those that do not have many resources in terms of social performance. More recently, some of the main theories that have been proposed in relation to the roles of corporate social responsibility and its effect on the society are the sustainable theory of firms. This is the theory that has highlighted that satisfaction of the organization is more important as it can increase the chances of the existence of the firms. Sustainable value theory has highlighted that the strategies that are adopted by the organizations is an important factor for the success of the organizations in the society.

One of the main facts that have been highlighted by the previous researches including Moir (2001) is that the business performance can be improved when the corporations are more conscious and aware of the environment that surrounds them. The corporations that are more environments friendly are the ones that can create more competitive advantage in the business fields. Cost reduction, positive doorplate change and differentiation are some of the main changes that are to be incorporated by the corporate social responsibility. There is a positive relationship between the organizational performance and the organizational performance of the organization in relation to the corporate social responsibility. On the other hand, positive relationship between the organization's corporate social responsibility and its financial performance has also been highlighted. The studies have shown that the organizations that have higher scores in corporate social responsibility are the ones that have positive financial outcomes. Thereby from here, it can be seen that there is a positive relationship between the financial performance of an organization, corporate social responsibility and the impact of the organizations on the society.

Analysis will include the reasons why you have included the source -- why is it useful, relevant, what insight does it show, can you compare / contrast sources, create links between sources.

The sources used are important as these have highlighted the importance of corporate social resposnsibility in various organizrions. But these studies are not highlighting only one dimsion of corporate social resposnsibility. The effect that it has on the consumer behaviour is not covered by these studies.

Have you included at least 6 different sources?

Have you identified the gap in knowledge that you intend to fill through your own research?

The main gap between the previous studies and this study lies in the narrowness of the concept of corporate social responsibility in regards to its implementation in the hospital industry. The previous studies that have been taken into account are the ones that have highlighted the concept of corporate social responsibility in its broad terms. How it can affect the behavior of the consumers in the society in an overall manner. In contrast, this study will focus on the effects that the corporate social responsibility has on the consumer behaviors specifically in the hospitality industry.

9. Outline of study design and methods

One of the main facts that need to be highlighted in this case is that the methodology will define the outcomes and the conclusions that are drawn from the study carried out. Thereby, it is realized that the choice of methodology is more objective so that better and more concise outcomes can be obtained.

For this purpose, interview and questionnaire will be chosen as the main methodology for this study. One other main technique that can be used for this study includes secondary research but in this case, there are more advantages seen in the case of interviews and questionnaires. Precise information can be gathered by the target consumers with the help of interviews. In the case of secondary research, previous literature would be considered and it would not prove as helpful as primary research.

Expected results

The main aim of this study is to find out the effects of corporate social responsibility on the consumer behavior in the hospitality industry. With the help of the questions asked by the customers and the interviews conducted, it is expected that an improved and a better relationship between the hospitality industry and the society as well as the environment. It is expected that the consumers will highlight an improvement in their consumer behaviors because there is a realization within the consumers that the businesses realize the responsibilities that they have towards the environment and the society. This is the sense of realization that increases positive attitudes in the consumers leading to an improvement in the consumer behavior. Thereby one of the main facts that are expected as the main outcome is an improvement in the consumer behavior with an improvement in corporate social responsibility.

The interviews and questionnaires would be designed in a way that can help in gaining an insight into the main thoughts of the consumers in the hospitality industry. Unbiased information can be gained with the help of these questionnaires and interviews. The questionnaires in the questionnaire will be closed ended so that the analysis can be conducted in a better manner.

Approach

As the focus of the study is on the effects that the corporate social responsibility has on the consumer behaviors within the hospitality industry, it is important that the approaches of these consumers be targeted. In these cases, it is important that the methodology chosen should focus on the ideas that the consumers of the hospitality industry have in regards to the relationship between the hospitality industry and the society.

Data needs

The main data that will be needed to study the effects that the corporate social responsibility has on the consumer behavior in the hospitality industry is the idea of these consumers in relation to the relationship that the business has with the community, the responsibilities that the managers have towards the environment and the society. Thereby, it is important that direct interaction with the consumers be ensured.

Analytic techniques

One of the main analytical techniques that will be used for the study includes graphs. The questions that are included in the questionnaire are the ones that can be analyzed with the help of pie charts and graphs.

Plan for interpreting results

Interpretations become easier in the presence of graphs and pie charts. Thereby it is seen that the results that will be shown by the graphs and pie charts will be interpreted. How the customers feel regarding the relationship between the businesses being run in the hospitality industry and the society is one of the main aims of the secondary research in this case.

10. Research Ethics

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PROPOSALS INVOLVING HUMAN PARTICIPANTS MUST ADDRESS QUESTIONS 10-14.

Does the proposed study entail ethical considerations Yes / No (please circle as appropriate)

If 'No' provide a statement below to support this position.

If 'Yes' move on to Question 11.

11. Ethical Considerations:

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Please indicate how you intend to address each of the following in your study. Points and relate particularly to projects involving human participants.

Guidance to completing this section of the form is provided at the end of the document.

a. Consent

b. Deception

c. Debriefing

d. Withdrawal from the investigation

e. Confidentiality

f. Protection of participants

g. Observation research [complete if applicable]

h. Giving advice

i. Research undertaken in public places [complete if applicable]

j. Data protection

k. Animal Rights [complete if applicable]

l. Environmental protection [complete if applicable]

12. Sample: Please provide a detailed description of the study sample, covering selection, number, age, and if appropriate, inclusion and exclusion criteria.

Technique chosen:

Snowball sampling technique has been used in the proposal. One of the main reasons based on which the technique has been used for the purpose of sampling is that referrals can be obtained from one customer to the other. With the help of these referrals, the customers can be approached in a much easier manner. The interviews and questionnaires that are to be carried out in the study are based on snowball sampling. Snowball sampling has been known to be one of the most important methods in research. There are various kinds of extended associations that can be used for the purpose of interviews and questionnaires. The recommendations that are used in the case of snowball sampling is the one that can help in gaining an access to the consumers of the same interests and demands in the hospitality industry. With the help of mutual associations, there is an increase in the referrals; there is a chance that the customers can be approached. There are a number of reasons, based on which snowball sampling has been chosen as one of the main kinds of referral samples.

13. Are payments or rewards/incentives going to be made to the participants? If so, please give details below.

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14. What study materials will you use? (Please give full details here of validated scales, bespoke questionnaires, interview schedules, focus group schedules etc. And staple all materials to the back of the proposal)

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15. What resources will you require? (e.g. psychometric scales, equipment, such as video camera, specialised software, access to specialist facilities, such as microbiological containment laboratories).

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16. Have / Do you intend to request ethical approval from any other body/organisation ? Yes / No (please circle as appropriate)

If 'Yes' -- please give details below.

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17. The information supplied is, to the best of my knowledge and belief, accurate. I clearly understand my obligations and the rights of the participants. I agree to act at all times in accordance with University of Derby Code of Practice on Research Ethics http://www.derby.ac.uk/research/ethics/policy-document

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Date of submission

PLEASE SUBMIT ALONG WITH THIS APPLICATION the FOLLOWING DOCUMENTATION WHERE APPROPRIATE (please tick to indicate the material that has been included or provide information as to why it is not available):

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Questionnaires/Interview schedules

Covering letters/Information sheets

Briefing and debriefing material

Consent forms for participants

Advice on completing the ethical considerations aspects of a programme of research

Consent

Informed consent must be obtained for all participants before they take part in your project. The form should clearly state what they will be doing, drawing attention to anything they could conceivably object to subsequently. It should be in language that the person signing it will understand. It should also state that they can withdraw from the study at any time and the measures you are taking to ensure the confidentiality of data. If children are recruited from schools you will require the permission, depending on the school, of the head teacher, and of parents. Children over 14 years should also sign an individual consent form themselves. If conducting research on children you will normally also require Criminal Records Bureau clearance. You will need to check with the school if they require you to obtain one of these. It is usually necessary if working alone with children, however, some schools may request you have CRB clearance for any type of research you want to conduct within the school. Research to be carried out in any institution (prison, hospital, etc.) will require permission from the appropriate authority.