Analyzing the Role of Corporate Social Responsibility in the Interaction Between Corporate Reputation and Enterprise Risk Management: Evidence in SMEs in Vietnam

This study explores the complicated interrelation among Customer Loyalty, Corporate Reputation, Corporate Branding, Corporate Social Responsibility Performance, Enterprise Risk Management, and System Quality within the realm of Small and Medium-sized Enterprises (SMEs) in Vietnam. Its primary objective is to bridge existing knowledge gaps and illuminate how CSR Performance initiatives influence Corporate Reputation, ERM System Quality, Corporate Branding, and Customer Loyalty within Vietnamese SMEs. The study uncovers several crucial insights through a comprehensive analysis involving a diverse sample of 100 participants and thorough implementation of Structural Equation Modeling (SEM) using SmartPLS4 software. Customer loyalty emerges as a potent driver that significantly impacts corporate reputation, while corporate branding showcases its influence on customer loyalty. Moreover, CSR activities demonstrate multi-dimensional effects on corporate reputation, customer loyalty, and corporate branding. The research demonstrates high construct reliability across variables, with R-Square values spanning from 0.619 to 0.8. These results significantly contribute to advancing comprehension regarding the intricate nexus between customer dynamics, corporate strategies, and risk management practices within SMEs. The study proffers valuable implications for scholars, practitioners, and policymakers, underlining the strategic imperatives of fostering Customer Loyalty, enhancing CSR Performance, and implementing effective risk management strategies for SMEs in Vietnam adapting to competitive market environments.