Impact of corporate social responsibility and service quality on customer loyalty of durables retailer enterprises in Vietnam

Abstract

Purpose - The objective of the study is to evaluate the impact of corporate social responsibility and service quality on customer loyalty in durable retail enterprises in Vietnam. Design/methodology/approach - This research is based on 621 valid survey responses from customers shopping for consumer durables retail businesses in Vietnam. The partial least square structure equation model and multigroup analysis method are employed to analyze the obtained data. Findings - The results show that CSR and service quality have a very positive direct impact on customer loyalty. A significant indirect impact on customer loyalty was also found through mediating variables of customer satisfaction, customer trust, and customer experience. In addition, the study also shows that improving CSR will make female customers more loyal than male customers. Practical implications - Several suggestions through improving service quality and CSR to increase customer loyalty are also suggested by this study for Vietnamese consumer durables retail businesses. Originality/value - This study provides empirical evidence from consumer durables retailers in the context of emerging countries and Vietnam as the case study.