| dc.description.abstract | Businesses today aspire to embrace the social responsibility idea, as CSR recently has
received the attention of the whole society. Customer loyalty, brand image, and customer
happiness are some of the things that organizations are most interested in and strive to
achieve while implementing CSR. Much study has already been conducted to understand
how to best employ CSR to optimize these characteristics. However, translating CSR
thoughts into real activities in businesses is a difficult task. Because of the lack of a
theoretical foundation based on market factors, the implementation of CSR by firms in
Vietnam is still notably ineffective. In order to give a solution to this problem and add to
the research database of future research, this study investigates the link between social
responsibility performance of business firms and its customers' loyalty, utilizing customer
satisfaction and corporate image as mediators. In particular, social responsibility will be
assessed in the three areas of economic responsibility, society responsibility, and
environmental responsibility. A total of 257 samples were gathered utilizing online surveys
and the quantitative approach. This data will next be examined using the SPSS program,
the SEM process, and the AMOS model.
This study investigates how CSR affects consumer loyalty in Ho Chi Minh City. The
impact of two mediators on this relationship—customer satisfaction and corporate image—
is then taken into account. The results demonstrate that CSR has a positive impact on
consumer loyalty, with the social aspect having the highest effect. It is proven that both of
the intermediary factors significantly affect the link between CSR and customer loyalty,
with the customer satisfaction component having a greater weight.
This research is noteworthy in terms of adding to the theoretical framework for future
research on this topic in Vietnam. The outcomes of the study include recommendations for
the basis of practice as well as for the interests of business, government, and customers | en_US |
