Fakulti Ekonomi dan Pengurusan
Universiti Kebangsaan Malaysia
43600 UKM Bangi, Selangor, MALAYSIA
Jabatan Perdagangan
Politeknik Seberang Perai
13500 Permatang Pauh, Pulau Pinang, MALAYSIA
Jabatan Perniagaan, Asia Pacific University of Technology & Innovation (APU)
Technology Park Malaysia, Bukit Jalil 57000 Kuala Lumpur, 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
Citation
@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},
number={},
pages={151—167},
doi={},
publisher={Penerbit UKM},
}
Article received:
Accepted for publication:
Available online:
39 (2013) 151 – 167
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