Financial inclusion, corporate social responsibility and customer loyalty in the banking sector in Vietnam

The banking sector in Vietnam is under enormous pressure today due to competition arising from the integration of Vietnamese economy into the world economy. Survival and success of this sector significantly depend on customer loyalty which has mostly been built on the recognition of banks' social responsibility and their provision of inclusive services, generally known as financial inclusion. The recognition of social responsibility from the banking sector and its strategy on financial inclusion has largely been ignored in current literature, in particular for Vietnam. This study has been conducted to examine the impact of corporate social responsibility (CSR), financial inclusion inter alia, on customer loyalty in the banking sector in Vietnam. The pyramid model is utilized in this paper, including various CSR factors/attributes such as philanthropic responsibility, ethical responsibility, legal responsibility, economic responsibility, customers-centric strategy and bank reputation. A sample of 368 responses to the