THE IMPACT OF DIGITAL TRANSFORMATION, CORPORATE SOCIAL RESPONSIBILITY AND MARKET ORIENTATION ON FIRM PERFORMANCE: EVIDENCE FROM VIETNAMESE COMMERCIAL BANKS

Authors

Keywords
CSR, market orientation, digital transformation, firm performance, banking in Vietnam

Abstract
Digital Transformation (DT) has become a critical factor for maintaining competitiveness in the financial sector. However, the interplay between Market Orientation (MO), Corporate Social Responsibility (CSR), DT, and their combined impact on Firm Performance (FP) remains underexplored, particularly in emerging markets such as Vietnam. This study addresses this gap by examining the relationships in Vietnam's financial industry. The structural equation modeling (SEM) approach was applied to analyze 250 valid responses collected from 2,411 commercial bank branches in Southeast Vietnam. Stratified sampling and snowball sampling methods ensured regional representation. The findings reveal that DT directly enhances FP and acts as a key mediator, strengthening the effects of MO and CSR. DT facilitates real-time responsiveness, enhances transparency, and integrates technological advances with market and social strategies. The study highlights the strategic importance of embedding DT into CSR and MO frameworks to optimize efficiency, achieve sustainable development, and create competitive advantages in an increasingly digitized financial sector.

JEL: C38, M14, M15, M21
Pages: 25

To view the full text of the article click on the relevant button below.

More titles

  • CORPORATE SOCIAL RESPONSIBILITY OF AGRIBUSINESS AS A DETERMINANT FOR ENSURING THE DEVELOPMENT OF RURAL AREAS OF UKRAINE

    The growth of scientific and practical interest in the problems of corporate social responsibility relates to the public demand for value orientations of modern life, which are based on the principles of democracy, objectivity and justice. The basis of multifunctional rural development should be recognized as the social responsibility of all ...

  • PERCEPTIONS ABOUT IMPLEMENTATION OF SERVICE ROBOTS IN HOSPITALITY BUSINESSES IN KAZAKHSTAN AND RUSSIA - COMPARATIVE ANALYSIS

    Our goal is to assess the understanding and acceptance of robotization in hospitality, based on research done in the two countries. This research applies a survey method to collect respondents’ opinion of hospitality employees vs hospitality customers. The main sampling frames are formed by employees of hotels, restaurants and other hospitality ...

  • SPACE INSURANCE – INNOVATIONS AND CHALLENGES FOR THE INSURANCE BUSINESS

    The study focuses on the theoretical and applied aspects of insurance in the aerospace industry. The author's aspiration is to substantiate the role of space insurance as one of the main methods of increasing corporate security in space companies. The increased insurance needs and interests in the space sector in recent years have stimulated ...