Effects of perceived corporate social responsibility practices on customers’ satisfaction and perceived value – A study in the food industry in Vietnam
AbstractThe main purpose of this study is to investigate the effects of perceived Corporate Social Responsibility (CSR)practices on customers' satisfaction and perceived value. According to the result of the literature review, the studiedCSR practices include environmental protection, customer protection, community, HR policies, price, productquality, relationship selling, empathy, and fulfil expectations. To address the research objective, the present studyproposed two following research questions: (1) What are factors of CSR practices impacting customers'satisfaction?; and (2) How do these factors influence customer satisfaction and perceived value? The studyapproached 236 customers of the food industry to conduct a survey empirically and tested the proposed hypothesesusing structure equation modeling. The research findings show that (1), in Vietnamese customers perceptions,Perceived price, Perceived quality and Empathy are three components of CSR practices; (2) these components havepositive impacts on Customer satisfaction; and (3) Customer satisfaction have a positive relation with customers'perceived value. These findings help to enrich the CSR literature in developing countries like Vietnam, and toconfirm the findings of previous studies. Moreover, from the research findings, the present study suggested somemanagerial implications for firms in the food industry relating to price, product quality and empathy.
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