The impact of corporate social responsibility on customers' intention to use services: The case of Shinhan Bank Viet Nam

Abstract

The study proposes and tests a model on the relationship between corporate social responsibility and customers' intention to use services at Shinhan Bank Vietnam. The findings will be used to recommend solutions to attract new customers to the bank. Specifically, the study examines the impact of corporate social responsibility on customers' intention to use services and is implemented through quantitative methods, a sample of 155 individuals eligible to use banking services. Drawing upon a questionnaire established according to Carroll's (1991) corporate social responsibility pyramid model and related literature, a survey was conducted to gather and analyze data. Using Statistical Package for the Social Sciences software for statistical analysis, the findings reveal a significant positive relationship between corporate social responsibility and customers' intention to use services. Based on these findings, the study provides solutions regarding economic, legal, ethical, and philanthropic responsibilities for businesses. These recommendations aim to enhance corporate image, build customer trust, and attract new clients to use their products and services. In particular, the proposed solutions include ensuring economic responsibilities, maintaining stable business operations, being transparent with customers, complying with laws and tax obligations, and participating in charitable activities and community contributions.