| dc.description.abstract | This study was conducted for exploration of how ecommerce retail companies carrying out the corporate social responsibility (CSR) policies, as a dimension, can create the competitive advance through the enhancement of company’s relationship with its end consumers. Seven out of eight proposed relationships have statistical significance towards the model. CSR policy toward customers has some effects on the brand trust and brand reputation in customer. Whereas, this dimension and customers’ perceived value have some influences, yet the stastistical data does not support this relation. Brand reputation, brand trust and customer’s commitment built positive affection on their perceived value; and at the same time, trust and commitment of customers also built positive relation with each other. Eventually, the perceived value – loyalty relationship also is confirmed to be positive.
Keywords
CSR toward customers, perceived value, loyalty, brand trust, commitment, bran reputation toward customers, ecommerce retail company, SMEs, structural equation modeling | en_US |
