JEFMS Journal

ABSTRACT:

Corporate social responsibility (CSR) is a topic of growing academic and managerial interest (Maon et al., 2010), (Peloza and Shang, 2011), particularly regarding its impacts on consumer behavior variables. This relation has been becoming the focus of sustainable development strategies of enterprises in economic and market fluctuations (Hao and He, 2022). However, the actual relationship between CSR and loyalty from the customer's point of view has yet to be studied and clarified in an integrated framework. In addition, the impact of CSR on loyalty is mainly considered in terms of services such as hotels and banking. Still, studies have yet to be conducted on customers in the insurance sector. Therefore, this study aims to examine the influence of corporate social responsibility on customer loyalty in the life insurance sector - Evidence from Vietnam with the simultaneous effects of variables such as satisfaction, word-of-mouth intentions, and beliefs about customer loyalty.

KEYWORDS:

Infludence, Corporate social responsibility, loyalty, life insurance, Vietnam

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