Số No. 03 June (34)-2025 Journal of Finance & Accounting Research - Trang 110

Tóm tắt tiếng Việt:

English Summary:

This study investigates the impact of Corporate Social Responsibility (CSR) on customer loyalty in commercial banks in Vietnam, with a specific focus on the mediating role of customer satisfaction. A total of 386 bank customers were surveyed, and the data were analyzed using Structural Equation Modeling (SEM). The results show that CSR positively affects both customer satisfaction and customer loyalty, with customer satisfaction acting as a significant mediator in the CSR-loyalty relationship. This study provides valuable insights for banking institutions in Vietnam, highlighting the strategic importance of CSR in fostering customer loyalty through improved customer satisfaction. The results also offer practical implications for banks to refine their CSR strategies to align with customer values and expectations.

Từ khóa: commercial bank, CSR, customer loyalty, customer satisfaction, SEM.

Số lượt đọc: 39 - Số lượt tải về: 17

DOI Code: https://doi.org/10.71374/jfar.v25.i3.24