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Title: The role of corporate responsibility in building positive attitudes and intentions of customers and employees in the context of a financial service organisation
Author: Hillenbrand, Carola
ISNI:       0000 0001 3578 5627
Awarding Body: Henley Management College
Current Institution: Henley Business School
Date of Award: 2007
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This thesis concerns the study of Corporate Responsibility and its role in building positive attitudes and intentions of customers and employees towards organisations. It adopts a stakeholder perspective to the study of Corporate Responsibility (Waddock 2002; Wood and Jones 1995; Freeman 1984) and conceptualises its impact by positioning it within Fishbein and Ajzen's (1975) generic framework of beliefs, attitudes and intentions (the theory of reasoned action). New measures are developed through a qualitative study that examines customer and employee interpretations of Corporate Responsibility, and by adapting existing measures�·from models of business relationships developed by Morgan and Hunt (1994) and MacMillan, Money and Downing (2000). An empirical research model is developed in which Corporate Responsibility is established as a concept that is expressed in the experiences, observations and beliefs of customers and employees. The concept as defined is a key driver of customer and employee positive attitudes and intentions towards a business. The research model is tested empirically using a quantitative survey design in the context of aO financial service organisation in the UK. Data is analysed through application of the Partial Least Squares (PLS) structural equation modelling technique. The findings indicate that the Corporate Responsibility-related experiences, observations and beliefs of customers and employees significantly. impact the development of positive attitudes and intentions towards the organisation. The findings also indicate that beliefs about Corporate Responsibility partially mediate the relationships between experiences, observations and positive attitudes. The research makes a number of contributions to the business and society debate. From a theoretical perspective, the study provides a framework for Corporate Responsibility at the level of individual-organisational relationships. It develops new instruments to measure Corporate Responsibility and tests the links that exist between experiences and observations of, and beliefs about Corporate Responsibility and attitudes and intentions of customers and employees in their relationships with an organisation. From a methodological perspective, the study provides an example of the application of PLS analysis to business and society and stakeholder research. From an empirical perspective, the research provides insights for financial service organisations and other organisations by involving stakeholders at the stages of concept development, definition and impact measurement.
Supervisor: Not available Sponsor: Not available
Qualification Name: Brunel University, 2007 Qualification Level: Doctoral
EThOS ID:  DOI: Not available