A study on the impact of corporate social responsibility on customer loyalty among young consumers in ho chi minh city: A case study of the smartphone industry

This study examines the influence of corporate social responsibility (CSR) on customer loyalty among young consumers aged 18–35 in Ho Chi Minh City, Vietnam, within the context of the smartphone industry. The research aims to elucidate the direct and indirect effects of CSR on loyalty through the mediating roles of brand trust and brand satisfaction. A survey of 250 respondents was conducted using a structured questionnaire, with data analyzed via Partial Least Squares Structural Equation Modeling (PLS-SEM). Results indicate that CSR exerts a significant direct effect on customer loyalty (β = 0.585, p < 0.001) and indirectly through brand satisfaction (β = 0.164, p = 0.012). CSR also positively impacts brand trust (β = 0.555, p < 0.001) and brand satisfaction (β = 0.448, p < 0.001); however, brand trust does not directly influence loyalty (β = -0.094, p = 0.169). These findings highlight CSR’s pivotal role in fostering loyalty, particularly via satisfaction, among young consumers in an emerging market. Managerial implications suggest that smartphone firms should prioritize ethical and transparent CSR practices, such as environmental sustainability and community engagement, to enhance customer retention and competitive advantage. This study contributes to the literature by providing robust empirical evidence on the CSR–loyalty relationship in Vietnam’s technology sector, offering strategic insights for sustainable business practices.