This research currently investigates the severe situation of fierce competition for traditional small grocery stores in grocery retailing industry and the studies of corporate social responsibility （CSR） of small gr...This research currently investigates the severe situation of fierce competition for traditional small grocery stores in grocery retailing industry and the studies of corporate social responsibility （CSR） of small grocery retailing shops in Thailand. There are gaps in literatures： （1） Most of the researches try to study CSR for small- and medium-size enterprises （SMEs） business related to general society. Thus, no paper has studied CSR for a specific community, where the small grocery stores are located; and （2） Papers studying the relationship of marketing as the successful strategy for small grocery stores in competing among grocery retailing industry are scarce. Therefore, the author proposes a new variable---community responsibility and the model of the effects of community responsibility on the long-term performance, in order to reduce the serious problem. By testing the model with the survey data, the author finds that the effects of community responsibility of grocery stores （product） on the long-term relationship are strongly and positively significant. While the effects of community responsibility of grocery stores （environment） on the long-term relationship are not significant.展开更多
文摘This research currently investigates the severe situation of fierce competition for traditional small grocery stores in grocery retailing industry and the studies of corporate social responsibility （CSR） of small grocery retailing shops in Thailand. There are gaps in literatures： （1） Most of the researches try to study CSR for small- and medium-size enterprises （SMEs） business related to general society. Thus, no paper has studied CSR for a specific community, where the small grocery stores are located; and （2） Papers studying the relationship of marketing as the successful strategy for small grocery stores in competing among grocery retailing industry are scarce. Therefore, the author proposes a new variable---community responsibility and the model of the effects of community responsibility on the long-term performance, in order to reduce the serious problem. By testing the model with the survey data, the author finds that the effects of community responsibility of grocery stores （product） on the long-term relationship are strongly and positively significant. While the effects of community responsibility of grocery stores （environment） on the long-term relationship are not significant.
