Article: Factors influencing customer loyalty via purchase intention toward manufacturing firms in Vietnam Journal: International Journal of Economics and Business Research (IJEBR) 2025 Vol.29 No.8 pp.24 - 40 Abstract: This study investigates the factors influencing customer loyalty in online commerce with manufacturing firms in Vietnam, focusing on the mediating role of purchase intention. Grounded in the theory of planned behaviour (TPB) and the technology acceptance model (TAM), the research employs the PLS-SEM method to validate the proposed model. The findings reveal that CSR, attitude, subjective norms, and perceived behavioural control significantly impact purchase intention. In turn, purchase intention emerges as a critical driver of customer loyalty. Particularly, perceived value moderates the relationship between purchase intention and customer loyalty, strengthening this connection and highlighting its pivotal role in fostering long-term customer relationships. These results provide actionable insights for Vietnamese manufacturing firms aiming to enhance customer engagement and loyalty. Inderscience Publishers - linking academia, business and industry through research

Title: Factors influencing customer loyalty via purchase intention toward manufacturing firms in Vietnam

Authors: Hang Minh Nguyen

Addresses: University of Finance – Marketing, 778 Nguyen Kiem Street, Ward 4, Phu Nhuan District, Ho Chi Minh City, Vietnam

Abstract: This study investigates the factors influencing customer loyalty in online commerce with manufacturing firms in Vietnam, focusing on the mediating role of purchase intention. Grounded in the theory of planned behaviour (TPB) and the technology acceptance model (TAM), the research employs the PLS-SEM method to validate the proposed model. The findings reveal that CSR, attitude, subjective norms, and perceived behavioural control significantly impact purchase intention. In turn, purchase intention emerges as a critical driver of customer loyalty. Particularly, perceived value moderates the relationship between purchase intention and customer loyalty, strengthening this connection and highlighting its pivotal role in fostering long-term customer relationships. These results provide actionable insights for Vietnamese manufacturing firms aiming to enhance customer engagement and loyalty.

Keywords: customer loyalty; corporate social responsibility; CSR; manufacturing firms; purchase intention; perceived value; Vietnam.

DOI: 10.1504/IJEBR.2025.144287

International Journal of Economics and Business Research, 2025 Vol.29 No.8, pp.24 - 40

Received: 17 Sep 2024
Accepted: 14 Dec 2024
Published online: 04 Feb 2025 *

Title: Factors influencing customer loyalty via purchase intention toward manufacturing firms in Vietnam

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