Table of Contents

1. Summary................................................................................................................2

2. Introduction............................................................................................................2

3. In-brief Review.......................................................................................................3

a. Corporate social responsibility (CSR).............................................................3

b. Customer Satisfaction.......................................................................................4

c. Establish the relationship of CSR and customer satisfaction........................5

4. Method....................................................................................................................6

a. Research design.................................................................................................6

b. Population and Sampling..................................................................................7

c. Data collection....................................................................................................8

d. Data analysis......................................................................................................8

5. Findings and discussion........................................................................................9

a. Findings..............................................................................................................9

b. Discussion.........................................................................................................14

6. Recommendations................................................................................................15

7. Conclusions..........................................................................................................17

8. Performance Review............................................................................................17

References....................................................................................................................20
 FINAL PROJECT REPORT
An analysis of the influence of corporate social responsibility (CSR) on customer
satisfaction, with a specific focus on the case study of Lifebouy.

1. Summary

This investigation delves into the corporate social responsibility (CSR) efforts of
Lifebuoy, a renowned player in the personal care industry, and their impact on
customer satisfaction. Through a comprehensive survey, feedback from customers
was gathered to assess their perceptions of Lifebuoy's CSR initiatives and their
satisfaction levels with the brand's products.The analysis unearthed a noteworthy and
positive correlation between Lifebuoy's CSR endeavors and customer satisfaction.
Specifically, Lifebuoy's CSR efforts were deemed to have a positive influence on
customer satisfaction levels. However, the study also pinpointed areas for
improvement in Lifebuoy's CSR implementation, such as employee welfare and a
commitment to fair pricing. Based on these findings, the study proposes specific
recommendations to enhance Lifebuoy's CSR practices, aiming to elevate customer
satisfaction and bolster the brand's competitive position in the market.
Keywords: Lifebouy, Corporate Social Responsibility (CSR), customer
satisfaction,
consumer goods industry

2. Introduction

The consumer goods industry, particularly the personal care products sector, operates
in a rapidly changing environment where social expectations and environmental
awareness are continually growing. In this context, Lifebuoy, a leading brand in
personal hygiene products, faces increasing pressure to enhance its corporate social
responsibility (CSR) initiatives and environmental sustainability practices. As
consumers become more aware of the ethical and environmental impacts of their
purchasing decisions, companies like Lifebuoy must adapt and meet these evolving
expectations (García-Castro et al., 2019; Haski-Leventhal, 2018).
Despite rising consumer demands for transparency and social responsibility, there
remains a significant gap in addressing CSR issues within the consumer goods sector.
While some companies have made progress in CSR, many, including Lifebuoy, are
still navigating this landscape. Therefore, the research problem focuses on
understanding the impact of Lifebuoy's CSR initiatives and their effects on consumer
perception and brand loyalty. Specifically, this study aims to evaluate the
effectiveness of Lifebuoy's CSR efforts in fostering consumer trust, enhancing brand
reputation, and driving sustainable growth (Thorisdottir, 2019; Shen et al., 2014).
Through rigorous research, this project has uncovered several key insights. Firstly,
implementing strong CSR strategies not only bolsters brand reputation but also builds
deeper customer loyalty. Additionally, the research highlights the necessity for
Lifebuoy and similar companies to prioritize sustainability practices, as these directly
influence consumer purchasing decisions and the long-term image of the brand
(García-Castro et al., 2019). Furthermore, the study reveals the interconnected nature
of CSR initiatives, consumer perception, and market competitiveness, underscoring
the strategic importance of CSR in driving business success (Chouinard & Stanley,
2012).
Following this introduction, readers can expect a detailed examination of Lifebuoy's
CSR activities and their effectiveness, supported by empirical evidence and industry
insights. The subsequent sections will delve into specific CSR efforts undertaken by
Lifebuoy, assess their impact on consumer behavior and brand perception, and
provide strategic recommendations for enhancing CSR practices (Remy et al., 2020;
De Angelis & Amatulli, 2017).

Research objectives:

a. Examining the correlation between CSR practices and customer satisfaction

within the Lifebouy brand.
b. Enhancing and expanding CSR efforts within the Lifebouy brand.
 c. Recommending measures to bolster customer satisfaction at Lifebouy through
CSR initiatives.

3. In-brief Review

a. Corporate social responsibility (CSR)

In the contemporary business landscape, Corporate Social Responsibility (CSR) has
transcended its status as a mere buzzword to become an integral component of
organizational strategy. It is no longer confined to a perfunctory adherence to legal
statutes but rather encompasses a multifaceted approach aimed at creating enduring
value for both enterprises and the broader society. Scholars such as Kotler and Lee
(2005) accentuate the nuanced nature of CSR, contending that it entails actions that
surpass the minimum legal and ethical requirements, seeking to engender positive
outcomes for businesses and communities alike. Moreover, there exists a growing
recognition of the imperative for businesses to manage risks transparently, a sentiment
echoed by Carroll (2015) who underscores the pivotal role of transparent risk
management in fostering sustainable business growth. Empirical evidence provided by
McWilliams and Siegel (2001) lends credence to the assertion that effective CSR
implementation correlates positively with a company's financial performance. Their
research elucidates that companies adept at integrating CSR into their operations often
witness heightened profitability, augmented stock valuation, and enhanced recruitment
and retention of top talent. Similarly, the seminal work of Porter and Kramer (2011)
posits that CSR initiatives can yield enduring business benefits by cultivating a
conducive business ecosystem, bolstering competitive advantage, and mitigating risks.
In the current milieu characterized by escalating complexities within the business
realm, CSR has transcended the realm of discretionary actions to become an
indispensable determinant of organizational success. It is incumbent upon businesses
to not only espouse CSR principles but also to execute them proactively and
efficaciously. By doing so, companies can cultivate a positive corporate image, foster
robust customer trust, and contribute meaningfully to the sustainable advancement of
society and the environment.
b. Customer Satisfaction

Customer satisfaction is universally acknowledged as a vital component for business

success. Studies by Anderson and Mittal (2000) reveal that customer satisfaction not
only affects customer loyalty and repeat purchase behaviors but also contributes to the
overall financial performance of a company. Parasuraman et al. (1988) describe
satisfaction as the customers' assessment of the gap between their expectations and the
actual performance of a product. Furthermore, Luo and Homburg (2007) highlight that
customer satisfaction stems from the comparison between pre-purchase expectations
and the real experience with the product or service. This underscores the crucial role of
managing customer expectations effectively. For example, Oliver (1999) suggests that
when expectations are set realistically, customers tend to be more satisfied when the
product meets or exceeds these expectations.

Moreover, customer satisfaction is closely linked to service quality, which is

considered a fundamental factor (Zeithaml et al., 1996). Brady and Cronin (2001)
support this by showing that higher service quality results in greater customer
satisfaction. This underscores the need for businesses to invest in service quality as
part of their strategic planning. However, the connection between customer satisfaction
and loyalty is not always straightforward. According to Reichheld and Schefter (2000),
even satisfied customers might switch to competitors if they find greater benefits
elsewhere. This implies that companies need to not only satisfy their customers but
also build long-lasting and trustworthy relationships.

Continuous innovation and improvement are also essential for sustaining customer
satisfaction (Voss et al., 2010). Businesses need to consistently update and enhance
their products and services to align with the evolving needs and expectations of their
customers. This requires a comprehensive understanding of the market and the ability
to adapt swiftly to changes in the business environment.

c. Establish the relationship of CSR and customer satisfaction

Examining the connection between Corporate Social Responsibility (CSR) and
customer satisfaction unveils a complex relationship that transcends traditional
business paradigms. Scholars have delved into this association, shedding light on its
intricacies and implications for modern enterprises. Hillenbrand and Money (2007)
delve into the concept of CSR and its impact on various stakeholders, including
customers. Their research suggests that CSR initiatives can positively influence how
customers perceive and feel about a company, especially when these initiatives
resonate with customer values and expectations . Furthermore, Bhattacharya and Sen
(2004) propose the concept of "congruence" between CSR activities and customer
values, suggesting that customers are more likely to be satisfied with companies that
engage in socially responsible practices aligned with their own beliefs. Expanding on
this, Peloza and Shang (2011) conducted a comprehensive analysis of existing studies,
finding a significant positive correlation between CSR and customer satisfaction across
diverse industries. Their findings underscore the importance of CSR in fostering
positive customer experiences and long-term loyalty. Additionally, Mohr and Webb
(2005) argue that effective communication of CSR efforts is crucial for shaping
customer perceptions and satisfaction. They advocate for transparent and authentic
communication strategies that highlight a company's commitment to social
responsibility, which can enhance customer trust and satisfaction. Moreover, Hoeffler
and Keller (2002) stress the role of CSR in shaping brand perceptions and attitudes.
Their research suggests that companies perceived as socially responsible are more
likely to be viewed favorably by customers, leading to higher levels of satisfaction and
loyalty. The body of research on CSR and customer satisfaction highlights the
importance of CSR initiatives in shaping customer perceptions, values alignment,
communication strategies, and brand perceptions. This underscores the potential for
improving customer satisfaction through the effective implementation of CSR
activities as part of a company's overarching business strategy.

Consequently, this study endeavors to shed light on the varying impacts of CSR
initiatives, taking into consideration their diverse scopes. As a result, the study posits:
"Lifebuoy's CSR endeavors were associated with customer satisfaction."
 4. Method

a. Research design
Primarily and most importantly, the research endeavor will adhere to the Quantitative
method. A key advantage of this approach is its amenability to replication as it
necessitates several repeated studies, thereby supporting the reliability of the attained
results. Furthermore, according to Johnson (2006), the Quantitative method holds the
advantage of minimizing errors and biases during the statistical analysis process. The
embrace of this method also facilitates the collection of large-scale data swiftly, aiding
in time and resource conservation. Therefore, the proposed method is deemed suitable
for implementation in a project constrained by time and resources.

b. Population and Sampling

This study concentrates on investigating the association between Lifebouy's corporate

social responsibility (CSR) endeavors and customer satisfaction. The target
demographic encompasses individuals who have engaged with Lifebouy's merchandise
or services. Utilizing a convenience sampling technique, researchers will select
respondents based on their convenience and willingness to participate. This sampling
strategy allows for efficient data collection, especially within real-world constraints of
limited time and resources (Churchill, 2016).

To enhance sample representativeness and alleviate potential biases inherent in

convenience sampling, endeavors will be made to enlist participants from diverse
demographic categories, spanning various age groups, genders, and socioeconomic
backgrounds. This methodology is in line with suggestions by Hair et al. (2019),
stressing the significance of ensuring sample diversity to bolster the generalizability of
research findings. Furthermore, a snowball sampling approach will be employed to
expand the participant pool. This method entails selecting initial participants who will
then refer additional potential participants, facilitating an ongoing referral process.
Snowball sampling proves particularly advantageous when studying hard-to-reach
population groups or when traditional sampling methods are impracticable (Biernacki
& Waldorf, 1981).

Overall, the amalgamation of convenience sampling and snowball sampling will

facilitate data collection from a broad spectrum of participants, thereby enhancing the
confidence and validity of the study's conclusions concerning the correlation between
Lifebouy's CSR undertakings and customer satisfaction. The study involves the
participation of 60 individuals.

c. Data collection

In this study, data will be gathered using structured surveys to investigate the
connection between Lifebuoy's corporate social responsibility (CSR) initiatives and
customer satisfaction. The survey will be organized into three main sections. The first
section will introduce the study, stating its objectives and providing details about the
author. The second section will consist of demographic questions to collect
information on participants' gender, age, income, and other relevant characteristics.
The final section will feature questions designed on a 5-point Likert scale, ranging
from 1 (strongly disagree) to 5 (strongly agree), to measure perceptions of CSR and
customer satisfaction. This methodology is based on the approaches used by previous
researchers such as Walsh and Beatty (2007) and Brady et al. (2002).

The survey instruments will initially be developed in English and subsequently

translated into Vietnamese to ensure they are clear and comprehensible for the target
respondents. The translated surveys will be reviewed and validated by academic
advisors to ensure their accuracy and reliability. To maximize reach and response
rates, both digital and physical distribution methods will be employed. Online surveys
will be created using Google Forms and disseminated via email and social media
platforms like Facebook, Zalo, and relevant forums. This method aligns with Wright's
(2005) recommendation to utilize digital tools for efficient data collection.
Additionally, physical copies of the survey will be printed and distributed at retail
locations where Lifebuoy products are sold. This approach involves leveraging
connections within retail management to facilitate direct survey distribution to
customers at the point of purchase. This dual strategy aims to reach a wider audience
and ensure a diverse sample, following Dillman et al.'s (2014) advocacy for mixed-
mode survey design to increase response rates and data quality.

d. Data analysis

Throughout this research, the author employed various measures to validate the
findings. Initially, data was inputted into Excel and encoded numerically.
Subsequently, statistical software SPSS Statistic 29 was utilized for data analysis,
employing statistical techniques to determine minimum and maximum values,
descriptive statistics, percentage ratios, among others.

5. Findings and discussion

a. Findings

The survey targets customers who have purchased and used Lifebuoy products and are
aware of the brand's CSR activities. The data collection phase concluded with 60 valid
responses from the selected participants, which were suitable for data analysis.

Firstly, when looking at the gender breakdown, 46.7% of participants in this study
were women, while men made up 53.3%. This reveals a clear difference in numbers,
with the proportion of male respondents being 6.6% higher than that of female
respondents.
 Figure 1: Respondents’ gender

In terms of customer age, the majority, approximately 66.7%, fall within the 18-30
age bracket. This suggests that a significant portion of Lifebuoy's customer base
consists of young adults. Additionally, around 25% of customers are below 18 years
old, indicating a considerable presence of teenagers using the products. Conversely,
only 8.3% of customers are aged over 30, implying that older adults constitute a
smaller proportion of the customer base. This age distribution underscores the
popularity of Lifebuoy products among younger demographics, alongside a smaller
but noteworthy group of older consumers.

Figure 2: Respondents’ ages

Taking a closer look at the income distribution among customers, it's evident that
almost half, approximately 48.3%, have incomes below 10 million VND. This
indicates a notable presence of individuals with modest incomes among Lifebuoy's
customer base. Around 36.7% fall within the income range of 10 to 15 million VND,
suggesting a significant portion of middle-income earners. Additionally, about 15% of
customers earn above 15 million VND, highlighting a smaller yet significant group of
higher-income individuals. This breakdown showcases the varied economic
backgrounds of Lifebuoy's customers, spanning from lower to middle-income
brackets, with a smaller subset of higher-income earners also represented.

Figure 3: Respondents’ monthly income

When exploring the educational profiles of our clientele, it becomes apparent that a
significant proportion, encompassing approximately 51.7%, holds bachelor's degrees,
highlighting Lifebuoy's resonance with those who have pursued higher education.
Furthermore, an estimated 28.3% of our customers have attained high school
diplomas, with an additional 10% having completed secondary education, showcasing
the breadth of diversity within our consumer base. Despite constituting a smaller
fraction, at 8.3%, the presence of customers with master's degrees stands out,
indicating Lifebuoy's appeal to a more educated demographic. This multifaceted
composition not only underscores Lifebuoy's dedication to serving individuals from
various educational backgrounds but also accentuates the effectiveness of our
customer engagement strategies in reaching a broad cross-section of society.
 Figure 4: Respondents’ education background

In a span of 6 months, we observe a distribution chart depicting the frequency of

Lifebuoy product usage among customers. Notably, approximately 50% of customers
use this product regularly, indicating its widespread popularity and continuous interest
among them. Moreover, 23.3% use the product on a daily basis, demonstrating a high
frequency of usage and a positive habit of incorporating the product into their daily
lives. On the other hand, 18.3% use the product occasionally, possibly due to
fluctuating or situational usage needs. Lastly, 8.3% use the product rarely, which
could be attributed to alternative choices or irregular usage patterns. In summary, this
frequency distribution chart illustrates the diversity of approaches and levels of
customer engagement with Lifebuoy products.
 Figure 5: Respondents’ frequency of using Lifebuoy products

Based on the research findings on the six evaluation criteria of Lifebuoy enterprise,
including aspects related to Corporate Social Responsibility (CSR), there is a notable
focus on the two highest-rated components, with a 40% agreement rate. This suggests
significant agreement or strong agreement among participants with these aspects,
possibly encompassing CSR dimensions that Lifebuoy undertakes. Furthermore, there
is also a considerable percentage of neutrality, at 35.34%. This may indicate that a
significant portion of participants maintain a neutral stance towards the evaluation
criteria, perhaps due to unclear opinions or perceptions regarding them, including
Lifebuoy's CSR activities. These results offer an overview of participants' perceptions
of Lifebuoy and specific components they value or hold positive or neutral attitudes
towards, including the company's CSR efforts. Understanding customer satisfaction
and evaluations, including CSR initiatives, can aid in refining and developing
appropriate business and CSR strategies.

Figure 6: Responses regarding CSR

Insights from the customer satisfaction data concerning Lifebuoy enterprise offer
intriguing perspectives from participants. With 43.33% showing agreement, it's clear
that a significant portion finds satisfaction with Lifebuoy's offerings. However, a
substantial number, at 26.67%, withhold definitive opinions, possibly due to nuanced
experiences or incomplete information. Additionally, the 16.67% displaying complete
agreement indicates noteworthy but relatively lower unwavering satisfaction.
Conversely, the presence of disagreement (8.33%) and strong disagreement (5%)
underscores areas of concern or dissatisfaction. These nuanced findings highlight the
importance of understanding and addressing customers' varied needs and preferences,
guiding strategic efforts to enhance overall satisfaction and organizational success.

Firgure 7: Responses regarding customer satisfaction

After gathering data on the factors associated with the Lifebuoy brand, we employed
SPSS software to perform a descriptive analysis. This analysis yielded essential
information about the fundamental metrics of our dataset. Regarding customer
satisfaction with Lifebuoy products, we identified the Minimum, Maximum, Mean,
Standard Deviation (SD), and Sample Size (N) values as follows:
Constructs N Minimum Maximum Mean Std.
Deviation

CSR
CSR 1: “I've acquired 60 1 5 2.75 .895
knowledge regarding
Lifebouy's corporate social
responsibility (CSR)
endeavors”
CSR 2: “I feel that Lifebouy 60 1 4 2.57 .831
is striving to contribute to
improving the community
where the business operates”
CSr 3: “I feel that Lifebouy 60 1 5 2.55 1.111
is making efforts to
contribute to social
activities”
CSR 4: “I feel that Lifebouy 60 1 5 2.65 1.219
is striving to promote
environmental
sustainability”

CSR 5: “I feel that Lifebouy 60 1 5 2.70 1.212

is behaving responsibly in
terms of ethics”

CSR 6: “I believe that 60 1 5 2.73 1.071

Lifebouy is socially
responsible and can produce
high-quality products at
reasonable prices”

CSR 7: “I believe that 60 1 5 2.50 .948

Lifebouy's CSR activities
are changing the way I
perceive the brand”

Customer Satisfaction
CS 1: “In general, Lifebouy 60 1 4 2.10 .511
meets my expectations”

CS 2: “I am satisfied with 60 1 4 2.08 .645

purchasing Lifebouy
products”
CS 3: “I rate the quality of 60 1 4 1.98 .833
Lifebouy products higher
 than similar products I have
used before”

CS 4: “I feel that the price of 60 1 4 2.22 .885

Lifebouy products is
reasonable compared to the
quality”

CS 5: “I am satisfied with 60 1 3 2.02 .676

the customer service
provided by Lifebouy”

CS 6: “I made the right 60 1 5 2.27 .800

decision in purchasing
Lifebouy products”

Valid N (listwise) 60

Table 1 : Descriptive analysis

b. Discussion

In the scope of this investigation, we aim to dissect the intricate relationship between
Lifebuoy's Corporate Social Responsibility (CSR) endeavors and the level of
satisfaction among its clientele. The CSR campaigns orchestrated by Lifebuoy,
epitomized by initiatives such as the renowned "Lifebuoy's Help a Child Reach 5,"
transcend mere philanthropic gestures; they wield a profound influence over the
perceptions and contentment levels of consumers regarding the brand and its diverse
product portfolio.

Delving deeper into this subject, a recent scholarly examination conducted by Taesoo
Ahn and Sungho Park (2017) scrutinized the impact of CSR undertakings within the
healthcare product sector on the overall satisfaction of customers. Their meticulous
analysis brought to light a noteworthy correlation: patrons consistently exhibit higher
levels of contentment when interacting with brands that actively engage in affirmative
CSR actions. Particularly noteworthy is the positive response elicited when brands
openly communicate and champion their social and environmental initiatives.

This study serves as a compass for Lifebuoy, charting a course toward augmenting
customer satisfaction through the strategic development and amplification of its CSR
initiatives. Lifebuoy has embarked on a multifaceted approach, encompassing
endeavors such as advocating for sustainable product utilization and forging
partnerships with non-governmental entities to spearhead environmental enhancement
endeavors. At its core, Lifebuoy's overarching objective is to fortify its competitive
stance within the fiercely contested landscape of the healthcare and personal hygiene
product sector, where customer satisfaction stands as a linchpin for sustained market
relevance and ascendancy.

The empirical findings derived from this research endeavor unveil a panorama of
positivity: survey respondents evince a commendably favorable disposition towards
Lifebuoy's CSR initiatives and report a tangible sense of satisfaction stemming from
their engagement with the brand's products. This underscores the perceptible
resonance of Lifebuoy's conscientious adherence to social and environmental
stewardship, resonating deeply with its discerning consumer base and significantly
bolstering their overall satisfaction metrics.

6. Recommendations

Based on the research findings, the implementation of CSR initiatives by Lifebuoy has
been identified as a crucial factor in enhancing customer satisfaction. Lifebuoy, a
prominent player in the personal hygiene products industry, is not only renowned for
its top-quality offerings but also for its unwavering commitment to corporate social
responsibility (CSR). Recognizing the fundamental role of personal health and
hygiene in fostering sustainable community development, Lifebuoy consistently
strives to generate positive social and environmental impacts through a diverse range
of meaningful CSR endeavors.

Lifebuoy's CSR activities extend beyond merely delivering quality personal hygiene
products; they also encompass various other realms such as educating on personal
hygiene, advocating for community health, and supporting underprivileged
communities. For instance, the "Health and Hygiene Action Program," deployed
across multiple countries, aims to disseminate knowledge and distribute personal
hygiene products in underserved communities. Similarly, initiatives like the "Building
Toilets for Children" project, conducted in rural and mountainous regions, aim to
improve sanitation conditions for children in disease-prone areas.

Based on these results, suggestions for Lifebuoy include the need to enhance
communication and educational strategies regarding personal hygiene. Strengthening
communication and educational efforts can increase customer awareness of the
importance of personal hygiene and Lifebuoy's products in maintaining health. This
might entail running advertising campaigns, hosting community education events, and
partnering with organizations focused on hygiene. Additionally, expanding the range
of personal hygiene products and services is crucial. Diversifying the product and
service lineup to meet diverse customer needs, through innovation or product
improvement, can add value and foster customer loyalty. Furthermore, it's essential to
build stronger relationships and collaboration with stakeholders. Strengthening ties
and partnerships with relevant organizations, government bodies, and healthcare
entities can ensure the effectiveness of strategies and policies in promoting personal
hygiene and community health. In addition to these recommendations, Lifebuoy
should consider investing in research and development to continually enhance the
effectiveness and sustainability of its products. By innovating and introducing new
technologies, such as environmentally friendly packaging or advanced formulations,
Lifebuoy can lead the industry and meet evolving consumer preferences for
environmentally friendly and effective hygiene solutions. Moreover, participating in
regular assessments and audits of CSR activities can help Lifebuoy monitor progress,
identify areas for improvement, and ensure compliance with global sustainability
standards and best practices. This proactive approach to CSR management can further
enhance the brand's reputation and credibility as a responsible corporate citizen
committed to both environmental and social causes.
In addition to community health efforts, Lifebuoy actively engages in environmental
conservation initiatives. This includes supporting recycling programs, integrating
recycled materials into production processes to minimize waste, and participating in
fundraising drives for clean water and environmental sanitation projects in local
communities. These activities underscore Lifebuoy's commitment to environmental
sustainability and its social mission of improving overall quality of life. By
prioritizing CSR and integrating it into core business strategies, Lifebuoy can
reinforce its position as a socially responsible industry leader while fostering stronger
connections with customers and stakeholders. This comprehensive approach not only
contributes to positive societal and environmental outcomes but also enhances brand
reputation and customer loyalty over the long term.

7. Conclusions

In this conclusion, the research on Lifebuoy clearly illustrates that the efforts in
sustainable development activities, such as community outreach programs, have
resulted in customer satisfaction in developing regions. Through enhancing awareness
of personal and community hygiene, Lifebuoy has not only achieved significant
milestones but has also played a vital role in community and business development.
By creating a clean and safe environment, Lifebuoy has contributed to improving
people's quality of life and health, while also enhancing brand value and creating new
business opportunities. This is not just a short-term benefit but an investment in the
sustainable future of the company and the community. Finally, the study also provides
specific recommendations for Lifebuoy to continue its development and expand its
positive impact on the community and globally.
 8. Performance Review

a. What did you aim to achieve through your work?

Through the survey and my journey in studying MSBP, I have gained a profound
understanding of CSR strategies and have come to appreciate the various CSR
initiatives implemented by Lifebouy, benefiting both society and the environment.
These endeavors underscore their commitment to enhancing customer satisfaction
with their business. Furthermore, the CSR efforts have enabled Lifebouy to attract a
diverse clientele spanning different age groups.

b. Did your work succeed in achieving your aims? How do you know?
Specifically, please outline any evaluation and assessment undertaken.

I conducted this research to delve deeper into how Lifebuoy's CSR activities influence
customer satisfaction with their products. Specifically, my aim was to understand how
these CSR initiatives shape customers' perceptions and attitudes towards the Lifebuoy
brand. Additionally, I provided concrete recommendations for Lifebuoy to optimize
their current CSR efforts and develop new ones, emphasizing the importance of not
only enhancing the effectiveness of CSR strategies but also strengthening customer
satisfaction and loyalty. Lastly, completing the task within the set timeframe and
seeking feedback from experts and supervisors before submission were crucial steps
in my research process. These actions demonstrate my diligence and professionalism
in approaching and refining my study.

c. What aspects of your development process do you think worked well and
why?
In this project, execution stands out as my strongest aspect, particularly in maintaining
continuous interaction and delivering prompt feedback from stakeholders. This has
played a pivotal role in shaping and advancing the project with precision and
dependability. A fundamental driver of this project's success lies in consistent
engagement with end users, the development team, and other stakeholders. This not
only deepened my understanding of user needs and preferences but also cultivated an
open environment for contributions and insights from all project participants. Through
diligent execution, constantly gathering feedback from users and stakeholders has
provided opportunities to refine and enhance the project over time. This not only
preserved flexibility throughout the development process but also ensured that the
final deliverable effectively meets requirements and expectations. Furthermore,
meticulous analysis of requirements and clear planning has steered the project's
course. This optimization of resource allocation and time management, coupled with
maintaining a focused trajectory, has been instrumental in steering the project toward
success. In summary, adept execution, characterized by consistent interaction and
timely feedback from stakeholders, combined with thorough analysis of requirements
and strategic planning, has laid a robust foundation for project execution and
contributed significantly to its ultimate triumph.

d. Evaluate all aspects of the project (e.g. initial research, concept

development, development process, presentation, etc.)

The project progressed smoothly by effectively navigating through all four stages of
its life cycle. Initially, during the envisioning phase, we brainstormed innovative ideas
and outlined the necessary steps to execute the project as outlined in Lifebuoy's
Project Management Plan (PMP). Despite encountering some challenges with meeting
deadlines as per the PMP, I demonstrated adaptability by adjusting schedules of other
tasks to ensure alignment with the project's timeline. Throughout the execution phase,
I delved deeply into the complexities of the chosen topic, particularly focusing on
CSR and consumer satisfaction within the Lifebuoy brand. This thorough exploration
not only enhanced my understanding but also provided valuable insights crucial for
the project's success. Regarding planning, there were opportunities to enhance the
accuracy of estimating task durations to avoid schedule discrepancies. However, my
ability to adapt and reallocate resources effectively addressed this issue, ensuring
smooth project progress. The project's success can be attributed to careful planning,
adaptability, and a focused approach to execution, enabling me to overcome
challenges and achieve the desired outcomes for Lifebuoy.
 e. What problems emerged during the project and how were they tackled? Was
there timely identification of issues and resolution during the project
process?

Throughout the project, various challenges emerged that demanded timely resolution
to ensure successful completion. Initially, I fell into complacency by not starting the
essay and creating the survey for my project early, which made me feel confused and
struggled in completing the tasks. To tackle this issue, I proactively rearranged my
daily schedule to meet the deadlines. Furthermore, another challenge arose in finding
participants and reaching out to them due to their busy schedules, initially resulting in
only about 20 participants filling out my survey. However, through persistent efforts
and effective communication skills, I managed to gather the desired number of
responses. I demonstrated flexibility by accommodating individuals with busy
schedules and sought support from my personal contacts to assist in distributing the
questionnaire. This proactive approach enabled me to address the challenges in a
timely manner, allowing the project to progress smoothly towards achieving its goals
for Lifebuoy.

f. What did you learn from undertaking this project?

Through this project, I've developed various skills and recognized the drawbacks of
procrastination. It enabled me to effectively allocate time for my project alongside
deadlines from other courses, ensuring timely completion. Additionally, I honed my
communication skills through direct interactions with business stakeholders like the
customer care management team at Lifebuoy.

g. What are the strengths and weaknesses of your process that you have
identified?

Firstly, I must highlight my strengths in my performance. I believe I am adept at

handling time pressure, allowing me to complete my research thoroughly even under
tight deadlines. Additionally, my strong research efforts and effective communication
skills enabled me to gather and accurately integrate the opinions of survey
participants. However, my poor time management led me to prioritize other
assignments, causing my project to be completed just before the deadline. This
experience underscored the critical importance of managing and allocating time
effectively. My ability to work under pressure ensures I maintain high performance in
stressful situations, while my research and communication skills allow me to collect
and analyze information efficiently. Nonetheless, my lack of time management
impacted my overall performance, and focusing on other tasks resulted in a last-
minute project completion. Recognizing the importance of time management will help
me improve my performance in future projects. This realization demonstrates my
capacity for self-assessment and learning from my experiences, enabling me to
achieve better results in subsequent endeavors.

h. How could your process improve for the future?

Through this project, I've had the chance to recognize my own strengths and
weaknesses, while also gaining the opportunity to develop the necessary skills for
conducting research endeavors. It's not just been a valuable learning experience but
also a significant step forward in my personal growth. Thanks to this project, I now
possess a better understanding of the entire research process, encompassing
everything from selecting topics and collecting data to analyzing results and
presenting findings. I've been exposed to and utilized various research methods and
techniques, and I've also learned how to overcome the challenges encountered along
the way. The skills and knowledge acquired from this project will form a strong
foundation for my future academic and research pursuits. This will not only positively
impact my academic journey in the coming semesters but also enhance my confidence
and readiness for future academic and professional endeavors.
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APPENDIX 1: Data analysis output

 APPENDIX 2: RAW DATA

APPENDIX 3: SURVEY QUESTIONNAIRE