Integrating social customer relationship management into customer lifetime value: Empirical evidence from Vietnamese banking
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Received January 9, 2025;Accepted July 24, 2025;Published August 5, 2025
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Author(s)Link to ORCID Index: https://orcid.org/0009-0000-4502-0564
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Link to ORCID Index: https://orcid.org/0009-0003-9621-6315,
Link to ORCID Index: https://orcid.org/0009-0005-3904-3328,
Link to ORCID Index: https://orcid.org/0009-0001-4845-2503 -
DOIhttp://dx.doi.org/10.21511/im.21(3).2025.11
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Article InfoVolume 21 2025, Issue #3, pp. 142-154
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Type of the article: Research Article
Abstract
In the context of rapid digital transformation in the banking sector of developing countries such as Vietnam, maintaining long-term customer value has become a critical challenge. Traditional Customer Lifetime Value (CLV) models, which mainly rely on transactional data, are often insufficient in capturing customer behavior in dynamic digital environments. This study aims to evaluate the integration of Social Customer Relationship Management (SCRM) into CLV models through the lens of the Technology-Organization-Environment (TOE) framework. Specifically, it analyzes how technological, organizational, and environmental contexts influence the implementation of SCRM, and how SCRM, in turn, affects three key components of CLV: customer acquisition, retention, and expansion. Data were collected from a survey of 425 banking professionals in Vietnam in October 2024 and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that SCRM has a positive and statistically significant impact on all three CLV components, with the strongest effect on customer retention (β = 0.325, p < 0.001). The technological (β = 0.181) and organizational (β = 0.198) contexts significantly influence the implementation of SCRM, while the environmental context does not show a meaningful impact. The study provides empirical evidence on the mediating role of SCRM and offers practical recommendations for banks to prioritize internal factors when developing strategies to enhance long-term customer value. As the empirical investigation was limited to the Vietnamese banking sector, the findings should be considered context-specific. To establish broader applicability, future studies should replicate this model in different national or industry contexts.
Acknowledgment
This research is partly funded by Industrial University of Ho Chi Minh City and University of Finance – Marketing.
- Keywords
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JEL Classification (Paper profile tab)M31, G21, O33
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References48
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Tables5
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Figures2
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- Figure 1. Proposed research model
- Figure 2. PLS-SEM results
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- Table 1. Research sample structure (n = 425)
- Table 2. Outer loadings, Cronbach’s Alpha, CR, AVE and VIF
- Table 3. Discriminant validity assessment using the Fornell-Larcker criterion
- Table 4. Hypothesis testing
- Table A1. Survey measurements
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Conceptualization
Nguyen Ha Thach, Pham Thi Kim Thanh, Nguyen Thi Thanh Hien, Nguyen Thu Hien
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Data curation
Nguyen Ha Thach, Pham Thi Kim Thanh, Nguyen Thi Thanh Hien, Nguyen Thu Hien
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Formal Analysis
Nguyen Ha Thach, Pham Thi Kim Thanh, Nguyen Thi Thanh Hien, Nguyen Thu Hien
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Investigation
Nguyen Ha Thach, Pham Thi Kim Thanh, Nguyen Thi Thanh Hien, Nguyen Thu Hien
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Methodology
Nguyen Ha Thach, Pham Thi Kim Thanh, Nguyen Thi Thanh Hien, Nguyen Thu Hien
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Project administration
Nguyen Ha Thach, Pham Thi Kim Thanh, Nguyen Thi Thanh Hien, Nguyen Thu Hien
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Resources
Nguyen Ha Thach, Pham Thi Kim Thanh, Nguyen Thi Thanh Hien, Nguyen Thu Hien
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Software
Nguyen Ha Thach
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Supervision
Nguyen Ha Thach
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Validation
Nguyen Ha Thach, Pham Thi Kim Thanh, Nguyen Thi Thanh Hien, Nguyen Thu Hien
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Visualization
Nguyen Ha Thach
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Writing – original draft
Nguyen Ha Thach, Pham Thi Kim Thanh, Nguyen Thi Thanh Hien, Nguyen Thu Hien
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Writing – review & editing
Nguyen Ha Thach
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Conceptualization
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Short video marketing factors influencing the purchase intention of Generation Z in Vietnam
Thi Thuy An Ngo, Phu Quach
, Thanh Vinh Nguyen
, Anh Duy Nguyen
, Thi Minh Nguyet Nguyen
doi: http://dx.doi.org/10.21511/im.19(3).2023.04
Innovative Marketing Volume 19, 2023 Issue #3 pp. 34-50 Views: 4705 Downloads: 1749 TO CITE АНОТАЦІЯIn the digital age and technological advancements, short video platforms have become essential tools for online sales and marketing. In addition, shopping through short video marketing has gained significant attention, especially among Generation Z, as it brings unique and novel shopping experiences. The primary goal of this study is to explore the factors of short video marketing that influence the purchase intentions of Generation Z consumers in Vietnam. To conduct this study, a quantitative approach was employed, utilizing a 5-point Likert scale questionnaire administered online through a non-probability sampling method. The sample comprised 350 respondents aged between 16 and 26 from Vietnam, representing Generation Z, who made purchases through short video marketing. The relationships among various variables were analyzed using Structural Equation Modeling (SEM). The study’s results demonstrated a positive, significant, and direct relationship between all factors of short video marketing, including interesting content, perceived usefulness, scenario-based experience, user interaction, perceived enjoyment, and involvement of celebrities and consumer brand attitude. Among these factors, perceived usefulness is the most influential factor on customer brand attitude. In addition, the study revealed that consumer brand attitude, acting as a mediating variable, had a positive and significant impact on consumers’ purchase intentions. Based on the findings, the study suggested strategies for businesses to enhance the quality and content on short video platforms, thereby improving the effectiveness of their marketing strategies.
Acknowledgment
The authors express a sincere gratitude to all the participants who generously took part in this research study. -
The impact of firm size on the performance of Vietnamese private enterprises: A case study
Problems and Perspectives in Management Volume 19, 2021 Issue #2 pp. 243-250 Views: 2594 Downloads: 2124 TO CITE АНОТАЦІЯThis article investigates the effect of firm size on the performance of Vietnamese private enterprises. Based on the data from the Annual Enterprise Survey from 2009 to 2018, this study uses an ordinary least-squares regression model (OLS) to point out the effects of firm size (growth rate, total assets, and total labor) on the performance of Vietnamese private enterprises in both static and dynamic states. According to the results of the quantitative model, total assets are the biggest factor for determining firm performance, followed by total labor and growth rate. The results highlight the issue in Vietnamese private enterprises development in terms of scale, despite the fact that their number is growing, as the scale of enterprises decreases (the proportion of micro and small enterprises increases, but the proportion of medium and big enterprises decreases). Besides, the disadvantages of scale also negatively affect the development process of Vietnamese private enterprises, including accessing capital, increase in production or productivity, business expansion, and improving competitiveness.
Acknowledgments
This research is supported by the National Science Project “Development of Private Enterprises in the Southwest Region in the new context” (KHCN-TNB/14-19/X15). -
The effects of social media live streaming commerce on Vietnamese Generation Z consumers’ purchase intention
Thi Thuy An Ngo, Chi Thanh Bui
, Huynh Khanh Long Chau
, Nguyen Phuc Nguyen Tran
doi: http://dx.doi.org/10.21511/im.19(4).2023.22
Innovative Marketing Volume 19, 2023 Issue #4 pp. 269-283 Views: 2462 Downloads: 2127 TO CITE АНОТАЦІЯSocial media live streaming commerce is an emerging and effective online shopping channel that integrates live streaming and e-commerce through social media platforms. This trend has gained significant attention, particularly from Generation Z, who are drawn to the interactive and entertaining aspects of shopping through live streaming. This study investigates factors affecting the purchase intention of Vietnamese Generation Z consumers in live streaming commerce on social media platforms, assessing the impact of six factors: entertainment, information quality, interactivity, perceived risk, peer customer evaluations and recommendations, and streamers. Using a non-probability sampling, an online survey was conducted among 344 consumers who possess prior experience with social media live streaming commerce. Data analysis used a partial least squares structural equation modeling technique. The findings revealed that increased entertainment, higher information quality, enhanced interactivity, positive peer customer evaluations and recommendations, and a more attractive and expert streamer positively impact purchase intention. Notably, streamers exhibited the most robust influence, while information quality demonstrated the weakest effect among the influencing factors. Conversely, perceived risk did not significantly hinder purchase intention, suggesting Generation Z consumers’ confidence in online transactions and their willingness to take risks for entertainment and interactivity in live streaming commerce. In light of these results, businesses are advised to elevate consumer purchase intentions by prioritizing aspects related to entertainment, information quality, interactivity, and peer customer evaluations. Prudent selection of streamers is highlighted as a pivotal strategy for organizations to effectively shape customer purchasing intentions.
Acknowledgment
The researchers express sincere gratitude to all the participants who generously participated in this study.