The Relationship Between Corporate Social Responsibility and Customer Loyalty

Dinh Nguyen, Khanh Van Bach, Khanh Bui, Ngoc Tran, Hoang Le

OAI: oai:igi-global.com:304909 • DOI: 10.4018/IJCRMM.304909

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.