Does corporate social responsibility and corporate image create customer loyalty : a case study of the Mall Group Company Limited | |
| Author | Pawitra Yooto |
| Call Number | AIT RSPR no.SM-20-09 |
| Subject(s) | Corporate social responsibility series--Thailand Customer loyalty--Case studies |
| Note | A research submitted in partial fulfillment of the requirements for the degree of Master of Business Administration |
| Publisher | Asian Institute of Technology |
| Abstract | CSR in Thailand is becoming a popular strategy that various companies have started to create business opportunities in terms of attracting customers, building an image, reducing costs and increasing profits for the company. In retail industry, the department stores market in Thailand began to implement CSR more intensive and competitive. The Mall Group is one of the first companies to issue intensive measures against the use of plastic bags before the law abolished the use of plastic bags. Therefore, this research investigates the relationship of CSR in The Mall department stores on how it affects customer loyalty and corporate image within the company. The objectives of this research study are: 1) to study whether CSR has any relationship with customer loyalty and how it is related to corporate image. 2) to investigate the relationship between corporate image and customer loyalty in the department store of The Mall Group. 3) to examine how corporate image influences the relationship between corporate social responsibility (CSR) and customer loyalty in the department store of The Mall Group. 4) to develop the CSR strategy of The Mall Group Company Limited for building customer loyalty and corporate image. The data collection was collected from questionnaires in The Mall department stores in Bangkok with a sample of 300 respondents. The data were analyzed by structural equation modelling analysis. The research findings suggest that corporate image has a partial mediating effect on the relationship between CSR and customer loyalty. Keywords: Corporate social responsibility, Corporate image, Customer loyalty, The Mall Group Company Limited |
| Year | 2020 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Sununta Siengthai |
| Examination Committee(s) | Vimolwan Yukongdi;Ransom, Lakeesha |
| Scholarship Donor(s) | His Majesty the King’s Scholarships (Thailand) |
| Degree | Research Studies Project Report (M. BA.) - Asian Institute of Technology, 2020 |