The Influence of Corporate Social Responsibility on Customer Loyalty in Life Insurance Businesses - Evidence from Vietnam
Journal Title: Journal of Economics, Finance and Management Studies - Year 2023, Vol 6, Issue 05
Abstract
Corporate social responsibility (CSR) is a topic of growing academic and managerial interest (Maon et al., 2010), (Peloza and Shang, 2011), particularly regarding its impacts on consumer behavior variables. This relation has been becoming the focus of sustainable development strategies of enterprises in economic and market fluctuations (Hao and He, 2022). However, the actual relationship between CSR and loyalty from the customer's point of view has yet to be studied and clarified in an integrated framework. In addition, the impact of CSR on loyalty is mainly considered in terms of services such as hotels and banking. Still, studies have yet to be conducted on customers in the insurance sector. Therefore, this study aims to examine the influence of corporate social responsibility on customer loyalty in the life insurance sector - Evidence from Vietnam with the simultaneous effects of variables such as satisfaction, word-of-mouth intentions, and beliefs about customer loyalty.
Authors and Affiliations
1Thi Huong Mai, Bich Hong Hoang, Thi Mai Mai
Keywords
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- EP ID EP727099
- DOI 10.47191/jefms/v6-i5-53
- Views 17
- Downloads 0
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