Số 228 | Tháng 3/2025
Trách nhiệm xã hội gắn với mục tiêu phát triển bền vững và lòng trung thành: Vai trò trung gian của hình ảnh và sự hài lòng tại các ngân hàng thương mại Việt Nam
Ngô Minh Vũ, Phan Chung Thủy, Nguyễn Trần Long
Trách nhiệm xã hội doanh nghiệp (CSR)
mục tiêu Phát triển bền vững (SDGs)
ngân hàng thương mại
lòng trung thành
sự hài lòng
cảm nhận hình ảnh.
Tóm tắt:
Nghiên cứu này nhằm đánh giá tác động của trách nhiệm xã hội doanh nghiệp (CSR) đến lòng trung thành (LTT) của khách hàng tại các ngân hàng thương mại (NHTM) Việt Nam. Điểm mới của nghiên cứu là việc tập trung vào các hoạt động CSR gắn với Mục tiêu Phát triển bền vững (SDGs) và khám phá cơ chế tác động của các hoạt động này thông qua các yếu tố trung gian ảnh hưởng đến LTT của khách hàng. Nghiên cứu sử dụng phương pháp khảo sát 427 khách hàng từ 11 ngân hàng bán lẻ tại Việt Nam từ tháng 6 đến tháng 8/2023. Dữ liệu được phân tích bằng mô hình cấu trúc tuyến tính (SEM) và Phân tích nhân tố khẳng định (CFA). Kết quả cho thấy, CSR có tác động cùng chiều đến hình ảnh ngân hàng và sự hài lòng (SHL), nhưng không ảnh hưởng trực tiếp đến LTT. Tuy nhiên, cả hình ảnh và SHL đóng vai trò trung gian, với SHL có tác động mạnh mẽ hơn trong việc chuyển hóa CSR thành LTT. Nghiên cứu này góp phần bổ sung vào lý thuyết về CSR và LTT khách hàng, đồng thời đưa ra các khuyến nghị thực tiễn giúp các ngân hàng tối ưu hóa các chiến lược CSR.
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Corporate Social Responsibility Aligned with Sustainable Development Goals and Loyalty: The Mediating Role of Image and Satisfaction in Vietnamese Commercial Banks
Corporate Social Responsibility (CSR)
sustainable development goals (SDGs)
commercial banking
loyalty
satisfaction
brand image.
Abstract:
This study examines the impact of Corporate Social Responsibility (CSR) on customer loyalty in the context of Vietnamese commercial banks, with a particular focus on CSR initiatives aligned with the Sustainable Development Goals (SDGs). A key contribution of this research lies in its investigation of the mediating roles of bank image and customer satisfaction in the CSR–loyalty relationship. Data were collected from a survey of 427 customers across 11 retail banks in Vietnam, conducted between June and August 2023. The data were analyzed using Structural Equation Modeling (SEM) and Confirmatory Factor Analysis (CFA). Findings reveal that CSR positively influences both bank image and customer satisfaction but does not have a direct effect on customer loyalty. Instead, bank image and customer satisfaction act as mediators, with customer satisfaction playing a more significant role in translating CSR into customer loyalty. The study contributes to the theoretical understanding of CSR's role in customer behavior and offers practical implications for banks seeking to enhance loyalty through strategic CSR engagement.