Efects of Corporate Social Responsibility Activities to customer”s satisfaction and loyalty in the commercial banks in Ho Chi Minh City

Abstract

The purpose of this study is to determine how Corporate Social Responsibility (CSR) activities of commercial
banks in Ho Chi Minh City impact on customers’ satisfaction and loyalty. A stakeholder theory approach to CSR
and Carroll’s (1991) four part definition was adopted, which included economic, legal, ethical and philanthropic
corporate social responsibilities. The results indicate that philanthropic CSR, economic CSR and ethical CSR, in
their order of descending importance, are significant predictors of customer satisfaction and loyalty. However, the
study shows that legal responsibilities did not influence customer satisfaction and loyalty.