Examining the effects of shopping orientation and corporate social responsibility on store loyalty

Abstract

With previous literature that supports the importance of CSR in consumer behavior, this study is aimed to examine its role on store loyalty. In addition, shopping orientations has also been investigated as the antecedent of CSR and also store loyalty. Data were collected through self-administered questionnaire based on quota sampling of the population. Using structural equation modeling, the study developed and tested structural model of the interrelationships between shopping orientations, CSR, and store loyalty. The findings indicate that there are significant relationships between shopping orientations and CSR on store loyalty. Shopping orientations is also found to significantly influence CSR. Interestingly, there is also an indirect link between shopping orientations and store loyalty, which is mediated by CSR. This study offers important findings to the researchers and practitioners, as it presents a new framework on the importance and antecedent of CSR. It also provides important implications for future research directions and management of retail industry.