Sustainable transport, stronger loyalty: Exploring csr’s influence in public mobility – a study on ueh shuttle Bus

Abstract

Public transportation plays a crucial role in mitigating urban congestion and fostering sustainable urban development. Despite its potential benefits, Vietnam faces challenges in encouraging widespread adoption of public transit. While previous studies have examined elements like service quality, pricing, and accessibility, a growing area of interest is corporate social responsibility (CSR). Across various industries, CSR has been recognized for enhancing corporate reputation and customer loyalty. However, its specific influence on public transportation, especially bus services, remains underexplored. Emerging from this reality, the UEH University launched the UEH Shuttle Bus— a pioneering initiative aimed at promoting sustainable transportation. Nevertheless, limited research has analyzed the relationship between CSR and customer loyalty in the context of internal shuttle services. This study seeks to address this question: Can CSR efforts strengthen user engagement with the UEH Shuttle Bus? To investigate this, a conceptual framework is developed, assessing the impact of CSR on loyalty through mediating factors that include service quality, corporate image, satisfaction, and trust. A quantitative research approach is employed, gathering data from 293 participants and analyzing it with SmartPLS 4. The study is structured into two main phases: (1) evaluating the measurement model; (2) testing the structural model. To confirm the accuracy and consistency of the measurement tools, the study utilizes various statistical methods to evaluate internal coherence, construct validity, and model robustness. The study’s findings contribute to academic discourse on CSR’s role in public transportation while also offering strategic insights for enhancing bus services and increasing public transit usage. By integrating CSR initiatives effectively, transport providers can improve passenger experience and support the development of a smarter, more sustainable Ho Chi Minh City.