i

SOCIAL RESPONSIBILITY PRACTICES AND CORPORATE IMAGE OF

BUSINESS ESTABLISHMENTS IN VALENCIA CITY

_________________________

A Thesis
Presented to the
Faculty of the Graduate School
Urdaneta City University
Urdaneta City, Pangasinan

________________________

In Partial Fulfillment
of the Requirements for the Degree in
Master in Business Administration

_________________________

MA. CONCEPCION CESAR-SUDARIA

June 2017
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URDANETA CITY UNIVERSITY

URDANETA CITY

APPROVAL SHEET

In partial fulfilment of the requirements for the degree Master in Business

Administration, this thesis Entitled: “SOCIAL RESPONSIBILITY PRACTICES

AND CORPORATE IMAGE OF BUSINESS ESTABLISHMENTS IN VALENCIA

CITY” has been prepared and submitted by MA. CONCEPCION C. SUDARIA is

hereby recommended for Oral Examination.

ROLANDO D. ACORIBA JR. Ph.D, DPM RONEL V. SUDARIA, DBA

Critic Reader Adviser

APPROVED by Committee on Oral Examination

HELEN F. DUPALE, Ed.D

Chairman

ELIZABETH A. MONTERO, Ed.D SHERELLE LOU S. ICUTAN, Ed.D

Member Member

ACCEPTED in partial fulfilment of the requirements for the degree of Master in

Business Administration.

ELIZABETH A. MONTERO, Ed.D

University President/Dean, Graduate School
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ACKNOWLEDGMENT

The researcher wishes to express her heartfelt gratitude and profound

appreciation to the following persons without whom this academic pursuit would

not have been made possible:

The panelist headed by Dr. Elizabeth A. Montero, the Dean of the

Graduate School, for her brilliant insights, untiring support and encouragement

extended to the researcher to finish this academic endeavor, together with the

expert members: Dr. Helen F. Dupale, and Dr. Sherelle Lou S. Icutan; for their

constructive comments, suggestions, valuable assistance, brilliant ideas shared

to the researcher to accomplish and attain her goal;

Dr. Ronel V. Sudaria, her adviser, for the valuable time, professional

assistance and reminders, for guidance and support throughout the entire work,

for the perspective reading of the manuscript and consultative suggestions which

contributed to the completion of this research;

Dr. Rolando D. Acoriba, the reader of this thesis, for his scholarly

comments and suggestions for the refinement of this study which led to the

quality of this book;

Managers, Supervisors, Personnel and Employees of the business

establishment In Valencia City, for the warm welcome and giving the researcher

an avenue to conduct the study;

Her supportive nephews and nieces:, Uriel, Pai-Pai, Dodong Kurth, Claire

and Baby Joreen; for their inspirations, love, prayers, moral and financial support;
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Her loving brothers, Manuel and Lito, sister-in-law, Anne, Ronelyn and

Rodelyn, for their unending support and serving as inspirations for the researcher

to continue this academic pursuit;

Her mother Aurelia E. Cesar with her aunt Lourdes Cesar, for all their

prayers, encouragement, inspiration to continue this academic journey;

Mrs. Emelita Vallente-Sudaria and Mr. Nelson Buton Sudaria, her ever

supportive in-laws, for the love, understanding, constant inspirations, spiritual

and moral support that heightened the researcher’s determination to pursue

higher educational studies;

Her dearest and loving husband, Ronel, for his unending love, prayers,

companionship, patience and understanding during the several trying moment in

this academic journey; for the inspiration, spiritual, moral and financial support

and for the genuine concern of the progress in this research endeavor;

To his research aides, Daniella, Michelle, Jojean, Renz, James, Amabel

and Christine, for helping the researcher distribute his survey instrument;

And to those whom the author has failed to mention, who were so

instrumental in making this study a reality; her heartfelt indebtedness;

Above all, to the Almighty God the Father, the source of all wisdom and

strength, for giving her courage, guidance, great determination and bountiful

blessings that this book and his profession be made possible despite of all

hardships and hindrances in life.

-Conie-
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ABSTRACT

Name of Researcher : MA.CONCEPCION C. SUDARIA

Degree/ Specialization : Master in Business Management

Semester/Year Graduated : June 2017

Adviser : Ronel V. Sudaria

Title of Thesis : SOCIAL RESPONSIBILITY

PRACTICES AND CORPORATE
IMAGE OF BUSINESS
ESTABLISHMENTS IN VALENCIA
CITY

Keywords :
Social Responsibility Practices,
Corporate Image, Business
Establishment
________________________________________________________________

The purpose of this study was to determine the social responsibility practices and

corporate image of business establishments in Valencia City. The study

employed descriptive-correlational design with 149 respondents. The employees

of business establishment in Valencia City are aged 30s and below, mostly

female and single. Majority are college level/graduate and 10 years below of

service. The social responsibility practices, namely: economic aspect, legal

aspect, ethical aspect and discretionary aspect were moderately practice. A

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moderate level of corporate image in terms of customer attraction and loyalty,

employee motivation and retention and image building was established in this

study. A significant relationship between social responsibility practices and

corporate image was underscored in this research. Moreover, there is no

significant difference on the social responsibility practices when grouped

according to profile variables. The respondents believed that the benefits in

engaging social responsibility practices will enhance its business reputation.

Furthermore, the study recommended that management must have to integrate

social responsibility practices in all phase of its business operation and enhance

knowledge and skills on how to conduct social responsibility activities.

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TABLE OF CONTENTS

TITLE PAGE i

APPROVAL SHEET ii

ACKNOWLEDGEMENT iii

DISSERTATION ABSTRACT v

TABLE OF CONTENTS vii

LIST OF TABLES ix

LIST OF FIGURES x

DEDICATION x

Chapter Page

1 THE PROBLEM AND ITS SETTING

Background of the Study 1

Statement of the Problem 3

Hypothesis 4

Review of Related Literature 5

Theoretical and Conceptual Framework 4

Significance of the Study 7

Definition of Terms 8

2 REVIEW OF RELATED LITERATURE 9

3 METHOD

Research Design 24

Research Subjects 24
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Research Instruments 27

Data Gathering Procedure 28

Statistical Treatment of Data 29

3 PRESENTATION AND ANALYSIS OF FINDINGS

Demographic Profile of the Respondents 30

Summary of Corporate Social Responsibility

Practices 40

Summary of Corporate Image of Business

Establishment in Valencia City 48

Relationship between Corporate Social Responsibility

Practices and Corporate Image 50

Chi-square Test on the Significant Differences on

Social Responsibility Practices when grouped
according to profile variables 52

Respondent’s Opinion as to Benefits in engaging

On Social Responsibility Practices 53

4 SUMMARY, CONCLUSIONS AND RECOMMENDATIONS

Summary 54

Conclusion 57

Recommendation 58

REFERENCES 60

APPENDICES

A. Survey Questionnaire
B. Letter of Permission to Conduct the Study
C. Curriculum Vitae
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LIST OF TABLES

Table Page

1 Distribution of Respondents 6

2 Demographic Profile of the Respondents 31

3 Level of the Social Responsibility Practices in terms of

Economic Aspect 33

4 Level of the Social Responsibility Practices in terms of

Legal Aspect 35

5 Level of the Social Responsibility Practices in terms of

Ethical Aspect 37

6 Level of the Social Responsibility Practices in terms of

Discretionary Aspect 39

7 Summary of Corporate Social Responsibility Practices 41

8 Level of the Corporate Image in terms of Customer Attraction

and Loyalty 43

9 Level of the Corporate Image in terms of Employee Motivation

and Retention 45

10 Level of the Corporate Image in terms of Image Building 47

11 Summary of Corporate Image of Business

Establishment in Valencia City 49

12 Relationship between Corporate Social Responsibility

Practices and Corporate Image 50

13 Chi-square Test on the Significant Differences on

Social Responsibility Practices when grouped
according to profile variables 52

14 Respondent’s Opinion as to Benefits in engaging

on Social Responsibility Practices 53
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LIST OF FIGURE

Figure Page

1 Conceptual Framework of the Study 6

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This piece of work is wholeheartedly and humbly

dedicated to:
THE ALMIGHTY SAVIOR JESUS CHRIST,
for HIS unfathomable blessings showered upon
the researcher;
my dearest and loving husband,
DR. RONEL V. SUDARIA,
whose love, prayers and inspirations motivated
the researcher and strengthened her
determination to pursue this quest of academic
excellence.

Thank you so much!!!

CONIE