Does Intellectual Capital Impact On Capital Structure Of Manufacturing Firms Listed In The Vietnamese Stock Market

Abstract

This study has achieved the following objectives: Finding the relevant scale between CSR activities and Customer Loyalty; Examining the impact of CSR activities and Customer Satisfaction; Executing the test on the relationship between customer satisfaction and customer loyalty. The thesis uses a quantitative research methods Quantitative research was conducted by surveying 350 customers using Lifebuoy products that come from all generation in Vietnam in a Likert Scale in Ho Chi Minh City. Then, using data processing techniques on SPSS and AMOS software with the following steps: Cronbach's Alpha reliability coefficient, EFA, CFA , linear model analysis (SEM). Through analysis data, it is shown that CSR has a influence customer satisfaction, and customer satisfaction has an strong relationship with customer loyalty and CSR has no direct impact on Customer Loyalty. Moreover, this study also provides some recommendations and advice according to the imperical results from the data analysis section with the purpose to improve the CSR activities in Vietnam for a better situation and then increase customer loyalty through CSR activities and customer satisfaction.