文章基本信息

标题：Empirical Study on the Impact of Service, Communication and Corporate Social Responsability on the Image of Romanian Retail Brands
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作者：Dan-Cristian Dabija ; Dan-Cristian Dabija ; Raluca Băbuţ 等
期刊名称：Procedia - Social and Behavioral Sciences
印刷版ISSN：1877-0428
出版年度：2014
卷号：109
页码：906-912
DOI：10.1016/j.sbspro.2013.12.563
语种：English
出版社：Elsevier
摘要：AbstractThe image perceived by the clients of supermarkets and hypermarkets is not only the result of the companies’ informative actions conducted by means of advertising, public relations, online presence or brochures with insertions about the sold items, the best prices and the most attractive offers, but also the synergy of CSR actions and of service through personnel.The present paper investigates, with the aid of structural equation modeling, the way in which service and communication of the Romanian retail brands contribute to building consumers’ proper perception of social responsibility actions as well as to the development of the image of the analyzed stores. The obtained empirical results have managerial implications useful to retailer's top management in better understanding the client and achieving a better position on the market.
关键词：service;communication;retailing;social responsability;Romania;empirical analysis