Boosting customer loyalty: The roles of corporate social responsibility, corporate image and customer satisfaction

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F23%3A63568058" target="_blank" >RIV/70883521:28120/23:63568058 - isvavai.cz</a>

Result on the web

<a href="http://dx.doi.org/10.7441/dokbat.2023.24" target="_blank" >http://dx.doi.org/10.7441/dokbat.2023.24</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.7441/dokbat.2023.24" target="_blank" >10.7441/dokbat.2023.24</a>

Result language

angličtina

Original language name

Boosting customer loyalty: The roles of corporate social responsibility, corporate image and customer satisfaction

Original language description

This study examines the connection between corporate social responsibility (CSR) and consumer loyalty in Ho Chi Minh City, Vietnam. It investigates the role that consumer contentment and corporate image play as mediators in this relationship. Due to the absence of a firm theoretical foundation based on market factors, this study examines the difficulty of instituting effective CSR practices in Vietnamese businesses. Through online surveys, data from 257 participants were obtained and analyzed using a structural equation model (SEM) with SPSS, and the AMOS software. The research concentrates on three aspects of CSR: economic, social, and environmental responsibility. The results indicate that CSR has a positive effect on customer loyalty, with the social aspect of CSR having the greatest impact. The study also emphasizes the important role of customer satisfaction and corporate image as mediators in the relationship between CSR and customer loyalty. In this relationship, customer contentment emerges as the determining factor. These findings highlight the significance of meeting customer expectations and delivering positive experiences in order to increase customer loyalty. This study contributes to the theoretical foundation for future CSR investigations in Vietnam. It offers recommendations for enterprises, governments, and consumers to implement CSR initiatives effectively. By understanding the mediating effects of customer satisfaction and corporate image, organizations can strategically align their CSR efforts to strengthen their brand image, increase customer satisfaction, and cultivate long-term customer loyalty.

Czech name

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Czech description

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Type

D - Article in proceedings

CEP classification

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OECD FORD branch

50204 - Business and management

Project

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Continuities

V - Vyzkumna aktivita podporovana z jinych verejnych zdroju

Publication year

2023

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection

19th International Bata Conference for Ph.D. Students and Young Researcher

ISBN

978-80-7678-194-8

ISSN

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e-ISSN

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Number of pages

19

Pages from-to

309-328

Publisher name

Fakulta managementu a ekonomiky, UTB ve Zlíně

Place of publication

Zlín

Event location

Zlín

Event date

Sep 13, 2023

Type of event by nationality

EUR - Evropská akce

UT code for WoS article

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