Social Responsibilities of Vietnam’s Exporter Enterprises Toward Consumer Loyalty in the EU Market

Kien Dang Trung, Tri Ho Thanh (), Dong Pham Xuan and Huong Hoang Thi
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Kien Dang Trung: Faculty of Commerce and Tourism – Industrial University of Industry, No 12 Nguyen Van Bao, Go Vap District, Ho Chi Minh City
Tri Ho Thanh: Ho Chi Minh City University of Industry and Trade, Ho Chi Minh City, Vietnam
Dong Pham Xuan: Ho Chi Minh City University of Industry and Trade, Ho Chi Minh City, Vietnam
Huong Hoang Thi: Ho Chi Minh City University of Industry and Trade, Ho Chi Minh City, Vietnam

WSB Journal of Business and Finance, 2024, vol. 58, issue 1, 167-182

Abstract: Many exporters want to introduce their goods to markets like the EU countries. Therefore, maintaining an export partnership with this market is extremely important for Vietnamese enterprises. This study looked at the variables that influence customer loyalty in the EU countries and the social responsibility (CSR) of Vietnamese exporters. The aspects of brand image, brand reputation, and consumer satisfaction define the connection. Data was collected and analyzed using SmartPLS 4.0 following an online survey conducted using Google Forms. These findings have significant ramifications for Vietnamese exporters to the European market, particularly in conveying their CSR initiatives to build brand loyalty and improve consumer perception.

Keywords: corporate social responsibility; customer loyalty; corporate reputation; corporate image; customer satisfaction (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:wsbjbf:v:58:y:2024:i:1:p:167-182:n:1015

DOI: 10.2478/wsbjbf-2024-0015

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