Csr of Hong Kong Mtr Service

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Investigation on the Impact of Corporate Social Responsibility Practices on the Corporate Image of Hong Kong Mass Transit Railway Corporation (MTR)

Team No. B02 Project Supervisor: Mr. Leonard Kwan

CHAN, Sze Cheng KWOK, Kwo Fung LAM, Tsz Kin LEUNG, Oi Shan Shanna LI, Hiu Kwan WONG, Hoi Lam

HONG KONG INSTITUTE OF VOCATIONAL EDUCATION(TSING YI)2013

1

AGENDA
Introduction Present Situation

Methodologies
Limitations

Consumer benefits
Society benefits Government Employee benefits

Analysis
Conclusion

Recommendation
Q&A

2

AGENDA
Introduction Present Situation

Methodologies
Limitations

Consumer benefits
Society benefits Government Employee benefits

Analysis
Conclusion

Recommendation
Q&A

3

INTRODUCTION - BACKGROUND

Corporate Social Responsibility
Popularity for business

Key factor for building up corporate image
Increasing competitive strengths

4

INTRODUCTION - BACKGROUND

Case of studying Mass Transit Railway Corporation (MTR)
The Six Pillars International Organization for Standardization 26000 Legal Division Non-executive committees’ control Internal referrals

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INTRODUCTION – PROBLEM

The customers are not satisfied with MTR’s service 6

INTRODUCTION – AIMS&OBJECTIVES

How corporate social responsibility could affect its corporate image

To provide recommendations for building up a better image

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INTRODUCTION – ASSUMPTIONS

4 stakeholders: Consumer Society Government Employee

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INTRODUCTION – SCOPE OF STUDY

The corporate social responsibility approach of MTR business including all the transportation services in 2009-2011 and the long-term effects towards its image are selected to be the main idea for conducting this research study.

9

AGENDA
Introduction Present Situation

Methodologies
Limitations

Consumer benefits
Society benefits Government Employee benefits

Analysis
Conclusion

Recommendation
Q&A

10

PRESENT SITUATION

Theory of corporate social responsibility:
 Consumer Council Ordinance  New Thinking in Management

 International Organization for Standardization 26000
 The International Labour Organization (ILO)

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PRESENT SITUATION

New definition of corporate social responsibility
Consumer benefits

New Definition

Society benefits

Government

Employee benefits

12

AGENDA
Introduction Present Situation

Methodologies
Limitations

Consumer benefits
Society benefits Government Employee benefits

Analysis
Conclusion

Recommendation
Q&A

13

METHODOLOGIES

Primary Data Secondary Data

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METHODOLOGIES

Interview Primary Data Secondary Data

Questionnaire
Data Analysis Method Sampling Method

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METHODOLOGIES

News Primary Data Secondary Data Journal Statistic Report Internet Resource 16 Annul Report Reference Book

AGENDA
Introduction Present Situation

Methodologies
Limitations

Consumer benefits
Society benefits Government Employee benefits

Analysis
Conclusion

Recommendation
Q&A

17

LIMITATIONS

Time limitation

Non-Sampling error
Limited data

18

AGENDA
Introduction Present Situation

Methodologies
Limitations

Consumer benefits
Society benefits Government Employee benefits

Analysis
Conclusion

Recommendation
Q&A

19

AGENDA
Introduction Present Situation

Methodologies
Limitations

Consumer benefits
Society benefits Government Employee benefits

Analysis
Conclusion

Recommendation
Q&A

20

ANALYSIS – CONSUMER BENEFITS

21

ANALYSIS – CONSUMER BENEFITS

MTR CSR event launch between 2009-2011 Little station master Customer service ambassadors and tourist ambassadors Elderly ambassadors "Train" for life's journeys program "train"

People know this event 28 out of 290 (9.6%) 152 out of 290 (52.4%)

Scored for satisfaction level 5.92 7.01

38 out of 290 (13.1%) 30 out of 290 (10.3)

6.32 5.67

Avg. known...
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