The impact of corporate social responsibility on customer loyalty: A case study of fruit and vegetable retail supermarkets in Long Xuyen City, An Giang Province

This study investigates the impact of corporate social responsibility (CSR) on customer satisfaction with fruit and vegetable products at retail supermarkets in Long Xuyen City, An Giang Province. Using quantitative methods, data were collected from 235 respondents through structured surveys. Multiple linear regression analysis reveals that all three components of CSR - economic, social, and environmental responsibility - positively influence customer satisfaction, with economic responsibility exerting the strongest effect. Based on these findings, the study offers managerial implications for retail supermarket operators in the region, emphasizing the importance of CSR practices to build customer trust and enhance loyalty toward fresh produce.