On Saturday afternoon, December 18, 2021, the Faculty of Business Administration held an academic meeting through an online platform with the participation of all lecturers. MSc. Trinh Thi Ha Huyen shared about the role of corporate social responsibility (CSR) in customer retention process by taking into account the mediating impact of brand attitude, service quality, and satisfaction
Particularly, although CSR is an emerged concept, but significant influence of CSR has been widely analyzed in academic field. By using a unique sample of 330 participants, the current study highlights the influence of fourth components of CSR including economic, legal, ethical, philanthropic on brand attitude, service quality to customer satisfaction and customer retention. Different from previous research, this study analyzes the moderating effect of brand love on the relation of brand attitude to customer satisfaction and customer retention.
Finally, the results show that economic, ethical, and philanthropic CSR are important contributors towards increased brand attitude and service quality. Interestingly, the aforementioned relationships contributed to enhanced customer retention. Besides, brand love has a significant moderating impact on the relationship between brand attitude and retention, while brand attitude being a salient factor in determining retention.
Ending the topic, all the participants discussed in details about the research orientation of CSR to develop a specific paper in Vietnam contributing to relevant academic field.
