IMPACT OF CSR ON EMPLOYEE LOYALTY: CASE OF SMALL AND MEDIUM SIZED ENTERPRISES IN HANOI

Abstract

This research aims to clarify the impact of corporate social responsibility (CSR)
on the employee loyalty in small and medium enterprises in Hanoi. This research
also tested the influence of quality of the relationship between managers and
employees on their loyalty. The study uses primary data through survey surveys
using questionnaires. Collected data are processed using SPSS and Amos software
to check the reliability of the scale, exploratory factor analysis (EFA), multivariate
regression analysis and application of linear structural model (SEM) to test the
proposed hypotheses. The results of the research indicated that CSR has a positive
effect on employee commitment, satisfaction and trust. These three factors form
the quality of the relationship between employees and managers. The results also
showed that relationship quality has a positive impact on employee loyalty.