| dc.description.abstract | During the past two decades, with the significant increase of customers’
awareness about Corporate Social Responsibility (CSR), CSR has become a primary
concern of all three actors of the global economy: providers, customers and
governments in both developed and developing countries. However, while CSR
concept is become quite popular in developed countries, it is still a new concept in a
developing country. Therefore, the goal of this research is to analyze impact of CSR
program on customer satisfaction and loyalty in Vietnam - a developing country.
Moreover, this paper also explores whether the moderating effect of corporate image
on relationship between customer satisfaction and customer or not. In order to find out
the answer for research objective, quantitative method was approached through
conducting a survey with 504 respondents. The collected data was analyzed by
statistical software including: SPSS 21.0, Amos 21.0 and MS excel 2013. To test the
hypothesis, structural equation modeling (SEM) was using to get final result. The
finding of research express a positive effect of CSR program on customer satisfaction
and loyalty as well as a positive relationship between customer satisfaction and
loyalty. Hence, company should increase budget for their CSR campaign in order to
gain more profit from their customer and community. Moreover, moderating role of
corporate image in term of deal with customer loyalty. So, as an implication, company
need to have a clear and specific strategy for building a strong brand image which
could be a strong competitive advantage and a priceless asset of the company. | en_US |
