| Abstract [eng] |
The Master's thesis analyses the concept of Corporate Social Responsibility (CSR) and its impact on the image of pre-school educational institutions. The aim of the thesis is to determine the impact of corporate social responsibility on the image of pre-school educational institutions. A comprehensive theoretical concept of social responsibility is revealed in the thesis, analysing its main areas and principles here. Based on the academic literature, CSR is defined as a set of activities and principles that include environmental, economic, social, stakeholder and voluntary aspects. The formation of the image for the organisation is discussed, highlighting the key features of social events and projects, openness of information, participation in social programmes, involvement of concerned parties, responsible attitude towards employees, quality and level of services, trust and commitment. A quantitative research method is used in the empirical part, as well as the parent‘s attitude towards CSR activities in pre-school education institutions and their influence on the image of institutions is explored. The aim of the survey of parents used in the thesis is to analyse their perceptions of CSR initiatives applied in pre-school educational institutions, the features of the image of the institutions and the level of trust. To achieve the research results, two hypotheses were put forward: 1. The application of CSR principles in pre-school educational institutions increases the confidence of parents. 2. Different areas of CSR activities have different influence on the formation of the image of pre-school educational institutions. The results of the study confirmed the hypotheses raised. Parents trust the pre-school educational institutions that apply CSR principles and note the different impact of various areas of CSR activities on the formation of the image of pre-school educational institutions. The analysis of the study showed that the social aspect has the greatest influence on the image of pre-schools, but that the evaluation of performance does not meet the parents' expectations, so more attention should be paid to the implementation of social initiatives. The aspect of environmental protection is characterized by a balanced assessment of influence and performance, and is in line with parental needs. The thesis highlights that CSR activities contribute to the formation of a positive image of pre-school educational institutions, strengthens social cooperation and encourages the involvement of parents in the social activities of the institution. The thesis contributes to theoretical and practical insights into the application of CSR principles in the education sector by providing recommendations for the implementation of social initiatives for pre-school educational institutions. The thesis is structured in five main sections: theoretical analysis of social responsibility and organizational image, research methodology, empirical results, discussion, conclusions and recommendations. |
