Corporate social responsibility, electronic word-of-mouth and customer loyalty in Vietnam’s banking sector

This research explored and examined the link between electronic word-of-mouth, corporate social responsibility, loyalty of 282 customers using banking services in Vietnam (PLS-SEM) through Partial Least Squares Structural Equation Modeling. The data were gathered convenience sampling, with a sample who used interacted bank media. survey is intended to include 16 questions separated into two parts: first part contains 5 demographic questions, second 11 divided three sets factors: loyalty. was emailed interacting banks via media Vietnam. According findings empirical study, there direct indirect customer Vietnam’s sector. results industry indicate that responsibility has positive impact on loyalty; customer’s word-of-mouth; word-of-mouth finally, an word-of-mouth. AcknowledgmentThe author would like thank all completed survey. parties Banking University Ho Chi Minh City for their excellent support assistance completing this research.