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Asian Journal of Management
Year : 2015, Volume : 6, Issue : 4
First page : ( 249) Last page : ( 255)
Print ISSN : 0976-495X. Online ISSN : 2321-5763.
Article DOI : 10.5958/2321-5763.2015.00036.0

Corporate Social Responsibility and Consumer Behavior

Naderian Anahita1,*, Dr. Baharun Rohaizat2,**

1PhD Fellow, University Technology Malaysia, Faculty of Management, 83310, Johor, Malaysia

2University Technology Malaysia, Faculty of Management, 83310, Johor, Malaysia

*Corresponding Author E-mail: anahitanaderian@yahoo.com

**m-rohaizat@utm.my

Online published on 21 December, 2015.

Abstract

Hospitality is one of the global industries which play a great role in generating profit in most countries. To survive restaurant sector which is a part of hospitality industry a dedicated consideration to customer loyalty seems vital. Hence, this research takes two steps towards assessing loyalty at fine-dining restaurant located in hotels in Malaysia. First, study investigates the impact of corporate social responsibility on customer satisfaction. Second, examines the satisfaction-loyalty relationship through identifying the moderating role of switching cost. The data is collected through self-administrated questionnaire from 100 organizers of corporation who have managed for their organization being served at fine-dining inside hotels of Klang Valley, Malaysia since last year. Structural Equation Modeling (SEM) is used to analyze the reliability and validity of data and the hypothesized relationships in the proposed research model.

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Keywords

Corporate Social Responsibility, Customer Satisfaction, Loyalty, Restaurant, Switching cost.

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