Factors influencing customer loyalty via purchase intention toward manufacturing firms in Vietnam

Hang Minh Nguyen

International Journal of Economics and Business Research, 2025, vol. 29, issue 8, 24-40

Abstract: This study investigates the factors influencing customer loyalty in online commerce with manufacturing firms in Vietnam, focusing on the mediating role of purchase intention. Grounded in the theory of planned behaviour (TPB) and the technology acceptance model (TAM), the research employs the PLS-SEM method to validate the proposed model. The findings reveal that CSR, attitude, subjective norms, and perceived behavioural control significantly impact purchase intention. In turn, purchase intention emerges as a critical driver of customer loyalty. Particularly, perceived value moderates the relationship between purchase intention and customer loyalty, strengthening this connection and highlighting its pivotal role in fostering long-term customer relationships. These results provide actionable insights for Vietnamese manufacturing firms aiming to enhance customer engagement and loyalty.

Keywords: customer loyalty; corporate social responsibility; CSR; manufacturing firms; purchase intention; perceived value; Vietnam. (search for similar items in EconPapers)
Date: 2025
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