Title of article :
Examining the Effects of Corporate Social Responsibility and Images on Customer Loyalty among Grocery Shoppers
Author/Authors :
Omar, Nor Asiah Universiti Kebangsaan Malaysia - Fakulti Ekonomi dan Pengurusan, MALAYSIA , Yusof, Rohani Politeknik Seberang Perai - Jabatan Perdagangan, MALAYSIA , Nazri, Muhamad Azrin Asia Pacific University of Technology Innovation - Jabatan Perniagaan, MALAYSIA
Abstract :
This study examines the relationship between image, corporate social responsibility (CSR), relationship quality and loyalty among shoppers of grocery items. To achieve the research objective, 191 questionnaires were conveniently distributed to students of a public university in Selangor. Using AMOS, results of the analysis show that image and CSR have positive significant relationships with relationship quality. The study also finds that relationship quality is positively related to loyalty among grocery customers. Meanwhile, image and CSR are not significantly related to loyalty. This paper also discussed the limitations of this study and directions for future research.
Keywords :
Corporate social responsibility (CSR) , relationship quality , image , customer loyalty , retailing
