The impact of service quality and corporate social responsibility on customer loyalty: a case study of a hotel in Can Tho, Vietnam

This study aims to examine the impact of service quality and corporate social responsibility (CSR) on customer loyalty in the hotel industry, with a specific focus on a 4-star hotel in Can Tho City, Vietnam. A mixed-methods approach was employed, integrating both qualitative and quantitative techniques. The research model was developed based on three main constructs: overall service quality (measured through reliability, responsiveness, assurance, empathy, and tangibles), brand reputation, and CSR. Data were collected from 392 valid responses through structured questionnaires. The Partial Least Squares Structural Equation Modelling (PLS-SEM) technique was applied to test the proposed hypotheses. The results indicate that all three factors - service quality, brand reputation, and CSR - have a significant positive impact on customer loyalty. Among them, service quality exerts the strongest influence, followed by brand reputation and CSR. The findings confirm that enhancing service quality remains the most critical determinant of customer loyalty in the hospitality industry. Meanwhile, strengthening brand reputation and CSR activities also play a meaningful complementary role. This study provides practical insights for hotel managers seeking to improve customer retention strategies. Specifically, hotels should prioritise improving service quality dimensions, maintain consistent brand identity, and engage in socially responsible activities to enhance customer trust and loyalty.