Research Proposal on "How Corporate Social Responsibility Affect the Customer Consuming Behavior in the Hospitality Industry"

Research Proposal 8 pages (3682 words) Sources: 6 Style: Harvard

[EXCERPT] . . . .

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.

Please get this right

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?

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