ẢNH HƯỞNG CỦA TRÁCH NHIỆM XÃ HỘI ĐẾN HÌNH ẢNH CỦA DOANH NGHIỆP: NGHIÊN CỨU TRƯỜNG HỢP TẠI NGÂN HÀNG TMCP ĐẦU TƯ VÀ PHÁT TRIỂN – CHI NHÁNH THỪA THIÊN HUẾ

Abstract

The paper aims to focus on corporate social responsibility factors affecting the corporate image of the Joint Stock Commercial Bank for Investment and Development Thua Thien Hue branch (BIDV Thua Thien Hue). The data were collected from 150 customers by convenient sampling method. KMO and Bartlett's test methods, Exploratory Factor analysis (EFA), Cronbach’s Alpha tests, ANOVA, correlation and regression methods were used to determine the social responsibility factors effect on BIDV Thua Thien Hue's image. The results show that the image of BIDV Thua Thien Hue was positively affected by economic responsibility, social responsibility, and environmental responsibility. The findings in this study have important implications for bank leaders and researchers in implementing social responsibility activities to enhance the image of BIDV Thua Thien Hue.