Corporate Social Responsibility in the Supermarket Sector: Evidence from Vietnam

This research is to identify the relationship amongst corporate social responsibility (CSR), satisfaction and loyalty of customers in the Vietnamese supermarket industry. The methods utilized are qualitative and quantitative ones. The authors used in-depth interviews of 10 managers in supermarkets to correct the research scales and model. Online surveys were used through asking 330 customers who often go to supermarkets in Vietnam. The data was analyzed and interpreted by using SPSS and AMOS software. The results of study indicate that CSR positively influences customer satisfaction and loyalty. However, factors of community and ethical responsibility do not impact them—this is different compared to other research, and can be explained as because of customers’ awareness and understanding of CSR. This research contributes to understanding the CSR of Vietnam especially in supermarkets where knowledge is little. This also helps to strengthen the stakeholder theory and provides knowledge of CSR in developing countries.