Bài báo khoa học

This study aimed at testing the impacts of social responsibility on customers’ switching behavior in using products and services. The research method was quantitative based on the structural equation modeling SEM with the sample size of 551 individual customers in small and medium enterprises in Vietnam. Research findings demonstrated that social responsibility put both direct and indirect impacts on customers’ switching behavior in using products and services. This relationship was proved with two intermediary factors, namely enterprises’ brand value and customer loyalty. These conclusions not only revealed the research’s contributions but also laid the foundation for further studies