Tác động trách nhiệm xã hội của doanh nghiệp đến lòng trung thành của khách hàng: trường hợp khách hàng gửi tiền tiết kiệm tại thành phố Cần Thơ

Abstract

During the past time, after some cases of customers losing deposit savings at banks, CSR has been more concerned by customers in making a desision of depositing or maintaining deposit savings at the banks. The researchers inherits Carroll's CSR components (1991) which is economic, legal, ethical and charitable responsibility. Through the investigation of 292 customers having deposits at the banks in Can Tho city, the results of regression analysis show that CSR has an impact on customer loyalty, in which juridical and moral responsibility are the two most powerful factors affecting customer’s loyalty, followed by economic and charitable factors