APPLYING THE THEORY OF CONSUMER VALUE AND TRIPLE BOTTOM LINE: A STUDY OF CUSTOMER SATISFACTION AND LOYALTY IN MOBILE PAYMENT APPLICATIONS

Abstract

This study was conducted to measure the impact of consumer values and corporate social responsibility on customer loyalty when using mobile payment applications under the mediation of satisfaction. The research model was developed based on the Theory of Consumer Value (TCV) and the Triple Bottom Line (TBL). The data was collected through a convenient survey of 360 customers who used mobile payment applications in Ho Chi Minh City. The Structural Equation Model (SEM) was used to examine the research hypotheses. The results show that consumer values and social responsibility have a positive impact on loyalty and confirm the mediating role of satisfaction. Then, some managerial implications were proposed to help businesses improve customer loyalty, production, and business efficiency.