The Study of Corporate Social Responsibility Perception on Consumer Loyalty in Thai Organic Livestock Commodity

Main Article Content

Jittra Punroob Nantawan Leamprecha Adisak Chotitumtara

Abstract

The purpose of the study aims to investigate external or internal factors such as CSR in process practices and consumer perceived value, which affect to consumer loyalty toward organic livestock commodity in Bangkok. Quantitative data was collected by survey method with structured questions which only targeted to organic consumers in organic shops. Data were analyzed based on validated 400 set of questionnaires and analyzed by mean and standard deviation analysis method using SPPS 13 for Windows statistical data package. The multiple regressions were used to examine the postulated hypotheses. The findings indicate that external or internal factors components affect the consumer loyalty toward Thai organic livestock commodity in Bangkok. CSR in process practices and consumers perceived valuevariable that affected the most. The companies of Thai organic livestock commodity should consider consumer loyalty toward organic livestock commodity. In addition, Entrepreneurshouldplanmarketingstrategies, allocate marketinginvestmentandfocusonCSR-in- processpractices and consumer perceived value firstandgive thehighestprioritytobuild the consumerloyalty try to promote an effective marketing strategy to make the differentiation from their competitor in terms of CSR in process practices and consumers perceived value and then get more advantage in the market competition of organic livestock commodity.

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Article Details

Section
บทความวิจัย
Author Biography

Jittra Punroob, Doctor of Philosophy Program in Business Administration, Faculty of Business,

Faculty of Business Administration and Liberal Arts Rajamangala University of Technology Lanna Nan, 55000, Thailand

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