Meneliti Kesan Tanggungjawab Sosial Korporat dan Imej terhadap Kesetiaan Pelanggan dalam Kalangan Pembeli Barangan Runcit
Examining the Effects of Corporate Social Responsibility and Images on Customer Loyalty among Grocery Shoppers

Fakulti Ekonomi dan Pengurusan
Universiti Kebangsaan Malaysia
43600 UKM Bangi, Selangor, MALAYSIA

norasiah@ukm.my

Jabatan Perdagangan
Politeknik Seberang Perai
13500 Permatang Pauh, Pulau Pinang, MALAYSIA

rohaniy@psp.edu.my

Jabatan Perniagaan, Asia Pacific University of Technology & Innovation (APU)
Technology Park Malaysia, Bukit Jalil 57000 Kuala Lumpur, MALAYSIA

muhd_azrin@apiit.edu.my

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); customer loyalty; image; relationship quality; retailing

Citation

Omar, N. A, Yusof, R., & Nazri, M. A. (2013). Meneliti Kesan Tanggungjawab Sosial Korporat dan Imej terhadap Kesetiaan Pelanggan dalam Kalangan Pembeli Barangan Runcit. Jurnal Pengurusan, 39, 151–167.

@article{omar2013meneliti,
  title={Meneliti Kesan Tanggungjawab Sosial Korporat dan Imej terhadap Kesetiaan Pelanggan dalam Kalangan Pembeli Barangan Runcit},
  author={Omar, Nor Asiah and Yusof, Rohani and Nazri, Muhamad Azrin},
  journal={Jurnal Pengurusan},
 

volume={39},
  number={},
  pages={151—167},
  year={2013},
  doi={},
  publisher={Penerbit UKM},
}

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39 (2013) 151 – 167

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