Tác động của trách nhiệm xã hội đến lòng trung thành của khách hàng: Nghiên cứu trường hợp các chuỗi cửa hàng cà phê tại thành phố Hồ Chí Minh

THE IMPACT OF CORPORATE SOCIAL RESPONSIBILITY 
ON CUSTOMER LOYALTY - A STUDY ON COFFEE CHAINS 
IN HO CHI MINH CITY
TÁC ĐỘNG CỦA TRÁCH NHIỆM XÃ HỘI ĐẾN LÒNG 
TRUNG THÀNH CỦA KHÁCH HÀNG: NGHIÊN CỨU TRƯỜNG HỢP 
CÁC CHUỖI CỬA HÀNG CÀ PHÊ TẠI THÀNH PHỐ HỒ CHÍ MINH
Thi Cam Tu MAI - Hong Son NGUYEN - Nguyen Ngoc Diem PHAN 
Minh Hang LE - Phuong Khanh LUU - Thi Thu Thao NGUYEN 
University of Economics and Law – Vietnam National University – HCM
tumtc@uel.edu.vn
Abstract
Corporate social responsibility (CSR) is one of many crucial activities to achieve
sustainable development which benefits all the different stakeholders of CSR, including the
increase in customer loyalty. This study aims to examine how different aspects of CSR can
influence customer loyalty in Vietnamese coffee chain industry in Ho Chi Minh City. Moreover,
the article also presents scientific and practical evidence about the authenticity of CSR to the
brand image and customer loyalty. By using qualitative and quantitative methods, the article
(N=491) has revealed that the implementation of CSR has an indirect impact on customer loyalty
through the intermediate variable “brand image” and moderate variable “authenticity” has no
role in regulating the relationship between CSR and brand image. Therefore, to increase customer
loyalty and achieve sustainable development, businesses need to focus on implementing CSR by
practical actions rather than empty words especially environmental and social sustainability.
Keywords: Corporate Social Responsibility, customer loyalty, brand image, authenticity 
Tóm tắt
Trách nhiệm xã hội (CSR) của doanh nghiệp từ lâu được xem là yếu tố quan trọng trong
chiến lược phát triển bền vững, tác động đáng kể đến lòng trung thành của khách hàng. Nghiên
cứu này xác nhận và đo lường mức độ tác động của trách nhiệm xã hội doanh nghiệp đến lòng
trung thành khách hàng của các chuỗi cà phê tại TP.HCM thông qua hình ảnh thương hiệu (biến
trung gian) và tính xác thực (biến điều tiết). Sử dụng lý thuyết Bộ ba bền vững và lý thuyết hành
vi tiêu dùng để xây dựng thang đo, nhóm tác giả đã thực hiện điều tra bảng hỏi với 491 khách
hàng với quy trình nghiên cứu tin cậy, cho thấy CSR có tác động thuận chiều và gián tiếp đến
lòng trung thành của khách hàng thông qua hình ảnh thương hiệu và tính xác thực không có vai
trò điều chỉnh mối quan hệ giữa trách nhiệm xã hội và hình ảnh thương hiệu. Từ kết quả này,
nhóm nghiên cứu đưa ra một số hàm ý quản trị nhằm nhằm hướng doanh nghiệp đến các chiến
lược phát triển bền vững hiệu quả và minh bạch hơn.
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Từ khoá: Trách nhiệm xã hội, lòng trung thành của khách hàng, hình ảnh thương hiệu,
tính xác thực.
JEL Classification Code
M4, M14, K20
1. Introduction
Corporate social responsibility plays an integral role in business success and has received
attention and interests from all around the world since 1953.
The proper implementation of CSR helps businesses achieve sustainable development,
thereby increasing the benefits of businesses (Abdul Rahman et al., 2014; Lee et al., 2017; Lee
et al., 2019). Sustainable business development is reflected in the benefits gained from good CSR
involvement hence creating a positive brand image for the business as well as reinforcing
customer trust and solidifying the foundation to promote customer loyalty to the brand (Lee et
al., 2009; Du et al., 2007; Vlachos et al., 2009). Besides, the authenticity of CSR activities also
plays an important role in ensuring the correct and adequate implementation of CSR, thereby
increasing loyalty through brand image (Brusseau et al., 2013; Alhouti et al., 2016; Chun and
Bang, 2016; Joo et al., 2019). In today’s modern context, countries are paying more and more
attention to social responsibility. Especially in developing countries such as Vietnam, while being
gradually engaged in globalization, CSR is therefore becoming increasingly noticeable.
There are a lot of studies on CSR but few studies on how CSR impacts customer loyalty
in the coffee chain industry. Despite the team’s search efforts, there are practically no studies on
such subjects in Ho Chi Minh City or Vietnam. While researching the effects of CSR on customer
loyalty in foreign studies, most of our findings are based on two fundamental theories which are
Carroll’s theory (1991) and Elkington’s “Triple Bottom Line” theory (1997). However,
Elkington’s “Triple Bottom Line” theory is widely used for two main reasons: First, Elkington
(1997) adopted the Carroll (1991) model and added environmental responsibility to CSR to
complete the CSR model. Second, the integration of CSR components must be applied more
cohesively and simultaneously rather than prioritizing economic responsibility over legal, ethics
and philanthropy responsibility according to Carroll. This model is applied to many different
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