Bài báo khoa học

Corporate social responsibility (CSR) is a topic that has been discussed since the 1950s but has only received attention in recent years. There have been many studies on corporate CSR, but in the banking sector, there are not many specific studies. This study aims to determine the impact of CSR on customer loyalty at Vietnamese commercial banks. The research sample was collected from 356 customers (regardless of corporate or individual customers) transacting at 20 commercial banks in Vietnam (including Vietcombank, Agribank, BIDV, Vietinbank, VPBank, Techcombank, Bac A Bank, MBBank, SCB, LBP, HDBank, Seabank, MSB, ACB, SHB, TPBank, VietBank, Baovietbank, Nam A Bank, OCB). These are banks with a number of customers and business activities accounting for more than 80% of the market share in Vietnam. The study uses descriptive statistics, Cronbach's Alpha test, EFA exploratory factor analysis, CFA confirmatory factor analysis, and linear structural model (SEM) analysis to explain the data. The results show that all four factors: Charitable Responsibility, Legal Responsibility, Ethical Responsibility, and Economic Responsibility all impact customer loyalty at commercial banks in Vietnam, but the levels of impact are different. While charitable responsibility in charity has the strongest impact, economics responsibility has the lowest impact. Based on the research results, the study proposes some management implications to increase customer loyalty and create conditions for the development of the Vietnamese banking industry