Role of Corporate Social Responsibility in Managing Customer Loyalty: An Empirical Study in Vietnam Retailing Industry

• 발행기관: 한국유통과학회
• 저자명: Hoang, Phuong Dung
• 간행물 정보: 『KODISA ICBE (International Conference on Business and Economics)』2019 International Conference on Business and Economics (ICBE 2019), 187~190쪽, 전체 4쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2019.07.08

영문 초록

Vietnamese consumers have increasingly concerned about CSR however the linkage between perceived CSR and customer behavior has not been adequately explained in Vietnam context. This paper aims at investigating how Vietnamese customers’ perception of CSR influences their loyalty to retailers as well as testing the mediating roles of relationship quality (customer satisfaction and trust) on such influence. The findings will provide valuable strategic implications for Vietnamese supermarkets in designing effective customer-retention programs. The results of this study are in line with previous researches that support the direct positive effect of perceived CSR on customer loyalty. Moreover, this study demonstrates the paths from perceived CSR on customer loyalty in Vietnam retailing context in which the mediating roles of customer trust and customer satisfaction are affirmed. The possible reason is that consumers associate good CSR with positive evaluation of the retailer’s trustworthiness as well as its products and services that enhance relationship quality and loyalty.

목차

1. Introduction

2. Literature Review and Hypothesis Development

3. Research Methods

4. Results

5. Discussion and Implications

키워드

Corporate Social Responsibility Customer Loyalty Vietnam Retailing Industry