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Perception of employees of industries in Malaysia on corporate sustainability in affecting customer confidence and loyalty: a case study

Kartina, Johan and Faiz, Mohd Turan and Wan Nurul Syahirah, Wan Lanang (2017) Perception of employees of industries in Malaysia on corporate sustainability in affecting customer confidence and loyalty: a case study. In: 3rd and 4th International Engineering Research and Innovation Symposium (IRIS2017), 6-7 May 2017 , Melaka; Malaysia. pp. 1-12., 226 (1). ISSN 17578981

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Abstract

This paper aims to study the perception of the employees of industries in Malaysia on their companies in applying corporate sustainability as a concept in creating an ethical brand that strengthen consumer confidence and loyalty. A structure survey instrument is developed to study the employees’ perception on the company’s sustainable business practices in their companies. The targeted respondents are employees from various companies in Malaysia. The data obtained are analyzed and commented using spreadsheet analysis on the frequency and relative importance value. The results show good perception on their company’s sustainable business practices in becoming an ethical brand with the shared values’ of Malaysia being a country which supports Sustainable Development Goal initiatives (SDGs). The study also shows employees’ perception on reasons for businesses to incorporate sustainability concepts in their operations are in line with the Triple Bottom Line (TBL) principles with profitability as the strongest perceived reason. The findings indeed support future research in transforming Malaysia’s own domestic economy to a more sustainable direction.

Item Type: Conference or Workshop Item (Speech)
Additional Information: Indexed by Scopus
Uncontrolled Keywords: Confidence and Loyalty; Training services; Manufacturing companies
Subjects: T Technology > TJ Mechanical engineering and machinery
Faculty/Division: Faculty of Manufacturing Engineering
Depositing User: Pn. Hazlinda Abd Rahman
Date Deposited: 22 May 2018 06:31
Last Modified: 22 May 2018 06:31
URI: http://umpir.ump.edu.my/id/eprint/20487
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