Ảnh hưởng trách nhiệm xã hội của doanh nghiệp đối với cam kết của nhân viên trong ngành ngân hàng ở tỉnh Thái Nguyên

Chuyên mục: Tài chính Ngân hàng - TẠP CHÍ KINH TẾ & QUẢN TRỊ KINH DOANH SỐ 14 (2020) 
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ẢNH HƯỞNG TRÁCH NHIỆM XÃ HỘI CỦA DOANH NGHIỆP ĐỐI VỚI CAM KẾT CỦA 
NHÂN VIÊN TRONG NGÀNH NGÂN HÀNG Ở TỈNH THÁI NGUYÊN 
Nguyễn Hồng Hải1, An Thị Thư2 
Tóm tắt 
Trách nhiệm xã hội của doanh nghiệp nhận được nhiều sự quan tâm của các nhà nghiên cứu và quản lý. 
Bài báo này phân tích ảnh hưởng của trách nhiệm xã hội của Doanh nghiệp (CSR) đối với cam kết của 
nhân viên trong ngành Ngân hàng ở tỉnh Thái Nguyên. Nghiên cứu này giải thích cách nhân viên nhận 
thức về trách nhiệm xã hội của doanh nghiệp ảnh hưởng đến cam kết của họ như thế nào. Kết quả cho 
thấy trách nhiệm xã hội của doanh nghiệp có ảnh hưởng tích cực đến cam kết của nhân viên. Từ những 
phát hiện này, các công ty dịch vụ có thể cải thiện chất lượng dịch vụ thông qua thái độ làm việc của nhân 
viên trong quá trình cung cấp dịch vụ. 
Từ khóa: Trách nhiệm xã hội của doanh nghiệp, Cam kết, Nhận thức, Hòa giải, Ngành ngân hàng 
THE EFFECT OF CORPORATE SOCIAL RESPONSIBILITY ON EMPLOYEES’ 
COMMITMENT IN BANKING INDUSTRY IN THAI NGUYEN PROVINCE 
Abstract 
Corporate Social Responsibility receives much attention of researchers and managers. This paper 
analyzes the effect of Corporate Social Responsibility (CSR) on employee’s commitment in Banking 
Industry in Thai Nguyen province. This study explains how employee’s perceptions of Corporate Social 
Responsibility affect their commitment. The findings show that Corporate Social Responsibility has a 
positive effect on employee’s commitment. From these findings, service firms can improve service quality 
through employees’ attitude to work during the service process. 
Keywords: Corporate Social Responsibility, Commitment, Perception, Mediation, Banking Industry 
JEL classification: G, G21
1. Introduction 
Corporate social responsibility (CSR) can be 
broadly defined as corporate actions addressing 
issues which are beyond the scope of its narrow 
economic, technical and legal requirements 
(Aguilera et al., 2007; Carroll, 2008). According 
to Barnett (2007: 798-801) CSR is a form of 
corporate investment characterized by a dual 
orientation towards the improvement of social 
welfare and of stakeholder relations. Numerous 
studies have focused externally, looking at the 
influence of CSR on prospective employees, these 
works, which tend to be based on signaling theory 
(Spence, 1973) and social identity theory 
(Ashforth & Mael, 1989), suggest that a 
corporation‘s socially responsible practices send a 
positive signal to potential workers. 
More specifically, when employees perceive 
that their banks undertake higher social 
responsibility, they show higher level of 
commitment. Therefore, the higher levels of 
employee’s commitment can positively affect 
employee’s evaluation about organizational 
performance in employee perspective. This study 
intends to clarify some following objectives: 
- Describe the nature, characteristics and role of 
social responsibility, employee commitment and 
employee’s evaluation about organizational 
performance in employees’ perspective in businesses. 
- Identify the relationship between corporate 
social responsibility and employee commitment 
in banking industry in Thai Nguyen province. 
- Identify the effect of corporate social 
responsibility on employee’s evaluation about 
organizational performance in employee’s 
perspective through affecting employee 
commitment in banking industry in Thai Nguyen 
province. Propose some managerial implications 
for bank branches in Thai Nguyen province 
improve the performance through improve the 
high commitment of employees by taking part 
more on social responsibility activities. 
Significance of the Study 
- Through doing this study, the research 
results may help banks’ managers understand 
deeply the role of social responsibility with their 
performance. The finding from this research may 
propose some useful solutions for leaders of banks 
to accelerate their employee’s responsibility in 
providing the services and doing organizational 
commitment with customers. Through providing 
better services to customers, banks may maintain 
its competitive advantages with other bank 
branches. From this study, some Thai Nguyen 
governors may implement some policies to 
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encourage firms taking part in social 
responsibility activities, and improve the 
competitive ability of banking system in Thai 
Nguyen province. The research model was 
present as following: 
Figure 1. Research Model 
2. Research Methods 
This study chooses to use a one-shot survey 
for data collection. All research methods, including 
surveys, have strengths and weaknesses, which 
cannot be overlooked. Surveys have the ability to 
investigate problems in realistic settings rather than 
being restricted in laboratories or artificial rooms 
under artificial conditions. 
2.1. Sample Size 
This study will be restricted to Thai Nguyen 
province. Participants are employees who are 
working for banks in Thai Nguyen province. The 
sample size will be decided based on number of 
items used in questionnaire. This study intends to 
focus on banking services in order to examine 
how employees’ perceptions of their firms’ social 
responsibility influenced their commitment. The 
author plans to collect data from three hundred 
employees working in banks in Thai Nguyen 
province, Vietnam. Conducting a group survey 
will be considered important in order to reach a 
wide range of banking employees. 
2.2. Research Instruments 
To measure social responsibility, four items 
were used. Respondents used a 7-point Likert scale 
(1= ’Strongly disagree,’ to 7= ’Strongly agree’) to 
indicate their level of agreement with a set of 
statements which were framed within the context 
of the survey company. Typical statements 
included: ’The decisions management makes about 
employees are usually fair’ and ’I believe the 
company offers equality of opportunity to all 
employees’. Respondents were asked to express a 
level of agreement with these three statements on a 
Likert scale (1= ’Strongly disagree’ to 7= ’Strongly 
agree’). Typical questions included: ’There are 
sufficient opportunities to develop and improve my 
skills in my current job.’ To measure employee 
commitment, 12 items were used adapted from the 
15-item Organizational Commitment Questionnaire 
(OCQ) (Porter et al., 1974) and measures of 
commitment in the areas of affective, continuance, 
and normative commitment. A measure of overall 
commitment per work entity was obtained by 
taking the mean score across the 6-items. It was 
intended that the scale items, when taken together, 
would provide a consistent indicator of employee 
commitment levels for most working populations. 
In order to measure organizational performance, 
the employees’ perception about organizational 
performance was used. To strengthen the 
conclusions of this study, the author also used 4 
items to measure employees’ perception of 
organizational performance such as perception of 
bank performance results, customer satisfaction, 
and service quality. 
2.3. Data Gathering Procedures 
This study focused on banks in order to 
examine how employees’ perceptions of their 
company’s social responsibility influenced their 
commitment, and perceived service quality or 
perceived customer satisfaction. The author 
planned to collect data from employees working 
in bank branches in the Thai Nguyen province in 
Vietnam. In Thai Nguyen province, there are 20 
banks and branches of bank. A half of the number 
of employees in each banks and branches were 
chosen to conduct survey 
Affective 
Commitment 
Social 
Responsibility 
Perception for 
Society 
Normative 
Commitment 
Organizational 
Performance 
Continuance 
Commitment 
Social 
Responsibility 
Perception for 
Environment 
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2.4. Data Processing and Data Analysis 
After collecting data, the author analyzed 
using Statistical Package for Social Sciences 
(SPSS) for quantitative data analysis and category 
formations and tabulation. Descriptive and 
inferential statistics includes: Cronbach’s alpha, 
EFA, correlation and regression analysis were 
used. Eighteen items were used to measure the 
perception of employee about corporate social 
responsibility. The results from exploratory factor 
analysis show that five items (EAC1 to EAC5) 
belong to one factor named Employee Affective 
Commitment. However, after reliability test, one 
items EAC5 was deleted because of low level of 
reliability. Four items were retained and test the 
reliability test again. The results show that item-
total correlations were all greater than 0.50 and 
the Alpha coefficient was 0.77. Five items were 
used to test legal social responsibility. This scale 
performs well with factor loading values of items 
were all greater than 0.50 and Alpha coefficient 
was 0.75. Four items were used to test ethical 
responsibility. These items belong to one factor 
and perform well with Alpha was 0.78. Twelve 
items were used to measure employee’s 
commitment. These items belong to three factors. 
Four items measuring employees’ affective 
commitment (AC) belong to one factor. Thisscale 
performs well with Alpha coefficient was 0.78. 
The four items used for measuring normative 
commitment (NORMC) also show the convergent 
and reliable with Alpha Coefficient was 0.80. 
Four items used for measuring continuance 
commitment (CONC) belongs to one factor and 
perform well with Alpha was 0.73. 
Convergent validity. Convergent validity of 
measures can be evaluated in terms of 
significance of factor loadings of scale items 
(Anderson and Gerbing, 1988). Results showed 
that, t-values of all estimated standardized 
loadings were significant at p<0.01 level. 
Composite reliabilities of construct were also 
high. Results showed evidence of convergent 
validity. The measurement model for all 
constructs showed a reasonable fit with χ2 
=1135.12, GFI=0.90, CFI=0.93, RMSEA=0.061. 
Discriminant Validity. Discriminant validity 
is the extent to which the measure is unique and 
not simply a reflection of other variables. The 
results provided the evidence of discriminant 
validity using average variance extracted (AVE). 
All average variance extracted are greater than 
0.5. The AVE exceeded the square correlation 
between all pairs of constructs. The results 
showed that all constructs are discriminant and all 
of the correlation coefficients in the table are 
significant at 0.05. 
3. Results and Discussion 
After doing exploratory factor analysis, one 
item did not perform well and was deleted. The 
results of scale reliability after exploratory factor 
analysis process are indicated in Table 1. 
Table 1: Number of Item after Exploratory Factor Analysis 
Construct 
Before Evaluation After Evaluation 
Number of 
items used 
Cronbach 
α 
Number of 
items used 
Cronbach 
α 
Corporate Social Responsibility to 
Society 
5 .841 4 .862 
Corporate Social Responsibility to 
Environment 
5 .786 4 .887 
Affective Commitment 5 .872 5 .872 
Continuance Commitment 5 .713 4 .779 
Normative Commitment 5 .721 4 .792 
Organizational Performance 5 .735 4 .779 
The results from confirmatory factor analysis 
show that the model shows the reasonable fit with 
χ2 =1135.12, GFI=0.90, CFI=0.93, 
RMSEA=0.061. 
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 significant with p<.01 * 
Significant with p<.05** 
Figure 2. The Results of Structural Equations Modeling 
After analyzing collected data, the following 
findings are determined: 
1) There are two views on the corporate social 
responsibility of enterprises. One is the state should 
be responsible to society and responsible 
businesses through the payment of taxes to the 
state. The other is businesses use the resources of 
the society and cause damage to the natural 
environment; therefore, in addition to paying tax, 
they should care for environment, communities, 
employees. Organizations engage in CSR activities 
for 4 reasons: first they have altruistic intentions. 
Second, they use CSR activities to appease various 
stakeholder groups. Third, they use CSR in 
motivation and retaining of employees. Finally, 
they use CSR to motivate consumers to buy 
organization’s products and services. 
Employee commitment is divided into three 
areas: affective commitment which refers to 
employees’ emotional attachment to, 
identification with, and involvement in the 
organization; continuance commitment referring 
to commitment based on the costs that employees 
associate with leaving the organization; and 
normative commitment which refers to 
employees’ feelings of obligation to remain with 
the organization. Employee commitment linked 
between employee and organization plays an 
important role because committed employees feel 
attached to the company. This results in lower 
employee turnover and higher productivity. In 
addition to that, employee commitment is critical 
to maintain quality program success. 
When employees perceive that company pays 
attention to community or employees’ families, 
they may think that they should try the best to 
contribute to company’s images. Employees’ 
commitment could not be so high if they do not see 
the organization’s responsibility. Corporate Social 
Responsibility relates to employee’s job 
satisfaction. When employees satisfy with jobs, 
they tend to work for company for long time and 
try to provide best ability to serve customers. CSR 
can attract talent, increase commitment, encourage 
organization citizenship behavior, or decrease 
turnover, then firms that engage in CSR should 
perform better than those that do not. Committed 
employees give a big contribution to organizations 
because they perform and behave on achieving 
organizations’ goals. 
Performance of an organizational system is a 
complex relationship involving seven 
performance criteria that must be followed: 
effectiveness, efficiency, quality, productivity, 
quality of work, innovation and profitability. 
2) Results in banking industry in Thai Nguyen 
show that corporate social responsibility for society 
has the positive effect on employee’s affective 
Affective 
Commitment Social 
Responsibility 
Perception for 
Society 
Normative 
Commitment 
Organizationa
l Performance 
Continuance 
Commitment 
Social 
Responsibility 
Perception for 
Environment 
.252** 
.329** 
.210** 
.41*** 
.31*** 
.221*** 
.251*** 
.417*** 
.177*** 
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commitment. It means that when employees 
perceive highly the responsibility of banks, they 
feel more comfortable with jobs and they seem to 
commit to work for banks for long time. This result 
shows that the affective component of employees’ 
commitment to the organization was linked to 
turnover and on the job behavior. 
3) The results from data analysis also show 
that there is a positive relationship between 
employees’ perception of corporate social 
responsibility for environment and employee’s 
affective commitment. The employees’ 
involvement in CSR activities build the under-
standing of employees about company’s CSR 
initiatives and employees are more concerned to 
such organizations. 
4) The findings also show that there is a 
positive relationship between employees’ 
perception of corporate social responsibility for 
society and employee’s continuance commitment. 
In addition to that, there is a positive relationship 
between employees’ perception of corporate 
social responsibility for society and employee’s 
normative commitment. It also shows that the 
perceptions of employees’ regarding CSR 
activities and actually involvement effect the 
employees’ reactions and it has an effect on 
employee commitment. 
A number of banks were involved in dealing 
with employees’ commitment and organizational 
performance and are currently struggling to find 
ways to increase the employees’ commitment and 
improve organizational performance. Results 
reported in the present study have several 
practical recommendations for banks in Thai 
Nguyen province. By empirically testing the 
effect of perception of corporate social 
responsibility, banks in Thai Nguyen can improve 
the employees’ commitment. 
1) The literature emphasizes the influence of 
corporate social responsibility on employees, 
such as commitment, and service performance 
suggests that corporate social responsibility is 
even more important today than it was in the past. 
Globalization, increased competition, various 
workforce developments and technological 
change have created a greater need for strategy 
innovation, coordination and integration across 
organisational units in order to improve efficiency 
and effectively manage workforce. Corporate 
social responsibility will become even more 
important and critical for future organisations. 
Corporate social responsibility will become one of 
major components of the management process. 
2) Organizations practice CSR to appease stake 
holders, to retain employees and to motivate 
customers to buy products and services. Employee 
commitment linked between employees and 
organization plays important role. Higher employee 
commitment leads to higher productivity and lower 
turnover. CSR can attract talent, increase 
commitment and resulted in better achieving 
organization’s goals. The process of moral decision-
making, the process of perception, deliberation and 
responsiveness, and the development of proper 
relationships with the primary stakeholders: 
employees, customers, suppliers. 
3) Higher CSR an organization practice in a 
bank in particular or in an organization in general 
leads to higher employee’s affective commitment. 
Furthermore, higher social relationship among 
employees leads to higher employee commitment. 
The results from this study also show that 
corporate associations include perceptions, 
inferences or beliefs about a company: a person’s 
knowledge of his or her behaviors with respect to 
the company; information about the company’s 
prior actions; moods and emotions experienced by 
the person with respect to the company; and 
overall and specific evaluations of the company 
and its perceived attributes. 
4) The higher an organization in general or a 
bank in particular practices in corporate social 
responsibility for environment the higher employee 
affective commitment they have. In other word, the 
higher awareness of the employees on CSR for 
environment will lead to the higher employee 
affective commitment to the banks. 
5) Higher awareness of employees in 
corporate social responsibility for society leads to 
higher employee continuance commitment and 
higher employee awareness in corporate social 
responsibility for society results in higher 
employee normative commitment 
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REFERENCES 
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https://doi.org/10.1037/0033-2909.103.3.411 
[2]. Porter, L., Steers, R., Mowday, R., & Boulian, P. (1974). Organizational commitment, job satisfaction, 
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Peng_Low/post/Corporate_Social_Responsibilityhow_important_it_is_and_what_attention_do_organisa
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[4]. According to Barnett (2007): 798-801 from https://www.coursehero.com/file/11524325 
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Social_Identity_Theory_and_the_Organization 
Thông tin tác giả: 
 1. Nguyễn Hồng Hải 
- Đơn vị công tác: Trường Đại học Kinh tế & QTKD 
- Địa chỉ email: honghai@tueba.edu.vn 
2. An Thị Thư 
- Đơn vị công tác: Trường Đại học Kinh tế & QTKD 
Ngày nhận bài: 20/08/2020 
Ngày nhận bản sửa: 28/09/2020 
Ngày duyệt đăng: 30/09/2020