The mediating impact of airlines’ image in relation of corporate social responsibility and customers’ loyalty: An empirical in Vietnam

Hai Phan Thanh and Thu Hoang Anh

Cogent Business & Management, 2023, vol. 10, issue 1, 2188641

Abstract: Corporate social responsibility (CSR) towards sustainable development has been identified as a marketing philosophy that businesses in developed countries should pursue in the post-Covid-19 era as these practices deal with urgent global social and environmental challenges. Such efforts contributing to sustainable development will enhance corporate image and reinforce strong bonds with customers. In developing countries like Vietnam, how CSR affects consumer behaviour and the mechanism regulating the relationship between CSR and consumer behavior are the research gaps that have not been widely investigated. This study explores the relationship between CSR and customer loyalty, with the emphasis on the mediating role of corporate image. Focusing on the Vietnamese aviation industry, the author surveyed 514 passengers and analyzed them using structural equation modeling. Our findings show that CSR has a positive impact on corporate image and customer loyalty. In addition, CSR also affects customer loyalty through enhancing corporate image. Research results have provided research implications and management implications for the future.

Date: 2023
References: Add references at CitEc
Citations:

Downloads: (external link)
http://hdl.handle.net/10.1080/23311975.2023.2188641 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:taf:oabmxx:v:10:y:2023:i:1:p:2188641

Ordering information: This journal article can be ordered from
http://cogentoa.tandfonline.com/journal/OABM20

DOI: 10.1080/23311975.2023.2188641

Access Statistics for this article

Cogent Business & Management is currently edited by Len Tiu Wright and Tahir Nisar

More articles in Cogent Business & Management from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().