摘要：The objective of this study is to investigate the impact of corporate social responsibility (CSR) on customer loyalty in the case of Vietnam Airlines, the flag carrier in Vietnam, in which CSR is a multi-dimensional construct including economic, legal, ethical, philanthropic and environmental responsibilities. The study was accomplished by implementing a survey on a sample of 370 Vietnamese passengers using 24 Likert-type items drawn from theoretical literature. The multiple regression model was applied to analyze the impact of five latent independent variables on the dependent variable - customer loyalty. The results indicate that for the case of Vietnam Airlines, all five CSR dimensions significantly and positively affect customer loyalty and legal responsibility should be emphasized as the most important dimension. The findings convey practical implications for airlines to boost customer loyalty by identifying relevant CSR dimensions on which airlines should focus in their corporate strategy.
