Journal of
Accounting and Taxation

  • Abbreviation: J. Account. Taxation
  • Language: English
  • ISSN: 2141-6664
  • DOI: 10.5897/JAT
  • Start Year: 2009
  • Published Articles: 180

Full Length Research Paper

Firms’ corporate social responsibility behavior to stakeholders and its effect on financial performance indices: A case study of Ctrip

Chu Patrick Kuok Kun
  • Chu Patrick Kuok Kun
  • Faculty of Business Administration, University of Macau, Avenida da Universidade, Taipa, Macao SAR, China.
  • Google Scholar
Li Siqi
  • Li Siqi
  • Faculty of Business Administration, University of Macau, Avenida da Universidade, Taipa, Macao SAR, China.
  • Google Scholar


  •  Received: 11 May 2022
  •  Accepted: 08 July 2022
  •  Published: 31 July 2022

Abstract

In recent years, some domestic and foreign scholars have studied the relationship between corporate social responsibility and corporate performance. Some of these studies show that there is a positive relationship; others found a negative correlation while others found no correlation between them. It is of great significance for internet enterprises to undertake corporate social responsibility when private sector operators provide public services. Through case analysis, this study selects Ctrip, a Chinese multinational online travel company with many incidents of social responsibility in recent years, to explore the impact of corporate social responsibility on corporate financial performance by reading its corporate citizenship report from 2014 to 2020 and selecting major social responsibility events for detailed study. This study has done a specific analysis of its social responsibility performance for different stakeholders such as shareholders, consumers, government, society and the environment, and employees. The case study shows that there is an impact of social responsibility performance on the stock price, revenue, or operating income for different stakeholders. Improving corporate performance using social responsibility is suggested in this study.
 
Key words: Corporate social responsibility, corporate citizenship report, financial performance.