Corporate Social Responsibilities And Generation Z Customers' Decision-Making Process: The Mediating Effect Of Brand Trust And Competitive Advantage Toward Customer Loyalty

Abstract

Gen Z customers are those who can grasp the importance of social mission. In particular, Gen Z has a high awareness of social mission issues and appreciates businesses that have a beneficial impact on society. The study will help determine the influence of social tasks on loyalty of Gen Z customers and offer appropriate solutions to increase loyalty from this target customer. As an attempt to shed more light on this overlooked area, this present study the relationship between corporate social responsibility and the decision-making process of Generation Z customers. The quantitative research method was adopted, utilizing convenience sampling with the data collection technique of a questionnaire, and eventually yielded 402 responses. The results show that social responsibility is measured by the environment, customers, and society. Corporate Social Responsibility positively affects brand trust and competitive advantage; perceived social responsibility positively interacts with increased purchase intention and customer loyalty. The results confirm there is a positive mediating effect of Corporate Social Responsibility, brand trust, competitive advantage, purchase intention, and customer loyalty. This is the basis for how businesses increase the decision-making process of Generation Z customers in Vietnam. Relevant implications for researchers and marketing practitioners are also clearly presented in chapter V of the thesis.