The Relationship Between Corporate Social Responsibility and Customer Loyalty

Autor:	Dinh Toan Nguyen, Khanh Van Bach, Khanh Linh Bui, Ngoc Mai Tran, Hoang Ngan Le
Rok vydání:	2022
Předmět:	Marketing Information Systems and Management Business and International Management Information Systems Management Information Systems
Zdroj:	International Journal of Customer Relationship Marketing and Management. 13:1-16
ISSN:	1947-9255 1947-9247
DOI:	10.4018/ijcrmm.304909
Popis:	This study was conducted to investigate the relationship between corporate social responsibility and customers’ loyalty. The study first reviewed previous research and developed hypotheses related to the research survey data sets collected through qualitative research with questionaires answered by 386 consumers of Grab holding inc, Data were collected via internet questionnaires. Structural Equation modeling (SEM) was used to test the study hypotheses. The findings from the study indicated that customer and envirnment oriented CSR had a significant positive effect on behavioral loyalty and attitude loyalty. Employees and community oriented CSR had a significant positive effect behavioral loyalty, while the attitude loyalty had a significant positive effect behavioral loyalty. Based on the study’s empirical analysis, some implications were proposed to help enterprises on how to CSR activities in order for them to enhance their customer’s loyalty.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::02ca693bb25f5891714b0fbf2ea26df0 https://doi.org/10.4018/ijcrmm.304909 Zobrazit plný text záznamu