The impact of corporate social responsibility on customer loyalty : The case of Vinamilk
Abstract
Given the meaning of Corporation Social Responsibility (CSR), there have been a
growing body of research conducted to prove its positive impacts into the corporate
image, and customer outcome. However, whether the good image can lead to higher
customer trust, customer satisfaction, then to higher customer loyalty is much more
important than that. Besides, as never before, food safety and hygiene get more and
more attention and become one of the top concerns of consumers. Thus, be motivated
with all of these reasons, this research is designed to test the impacts of CSR on the
Customer loyalty in the food industry with the case study of Vinamilk company, one
of the top Vietnamese manufacturers in diary and beverage industry. Following the
combination approach of using both qualitative and quantitative method, this research
conducts 2 in-depth interviews and a survey with target 500 respondents. After that,
the academic analyzing software of SPSS (18.0) and Amos (16.0) are employed to
test the model, examine the hypotheses and measure the relations among variables.
All in all, assuming for all errors that remain, this research has successfully achieved
its main objective in proving that the higher the company commitment to CSR, the
higher customer trust, satisfaction and loyalty are found. The final results also pointed
out that there are significant differences in the findings across groups of customer
(age, gender and occupation).