| dc.description.abstract | Nowadays, as people are more interest in social and environmental activities, corporate social responsibility (CSR) has basically been considered as a corporate issue. Researchers believed that CSR policies represent that a company can respond to higher specific demand of external stakeholders, in which CSR will enhance corporate image and customer behaviors, thus, the overall corporate performance will also be boosted.
This paper aims to investigate how CSR execution impacts on corporate image, customer satisfaction, customer trust and customer loyalty in the telecommunication industry in Ho Chi Minh City. The sample of 419 respondents collected by using convenient and snowball sampling, a type of non-probability sampling, are the customers of different mobile telecoms companies living among districts of Ho Chi Minh City. Survey questionnaires are distributed to collect data and structural equation modeling (SEM) is used to test the hypotheses in this study. The results showed that CSR has affected on corporate image, customer satisfaction and customer trust, in which, corporate image is influenced just by legal, ethical and environmental responsibilities; all CSR initiatives has positive impact on satisfaction; and only legal and environmental responsibilities impact on customer trust. Besides, in this study, with the implementation of CSR, corporate image is proved to have strong impact on both customer satisfaction and customer trust. Finally, customer satisfaction and customer trust give positive influence on customer loyalty.
Keywords: Corporate Social Responsibility, Corporate Image, Customer Satisfaction, Customer Trust, Customer Loyalty | en_US |
