ประสิทธิภาพด้านโลจิสตกิส์และความรับผิดชอบต่อสังคม:เสริมสร้างภาพลักษณ์องค์การ ความน่าเชื่อถือ และความภักดีที่ยั่งยืนสําหรับผู้ให้บริการโลจิสติกส์โซ่ความเย็น

Sawitree Thanakijcharoenpat; Surasidh Boonchunone; Nantawan Boonraksa; Chumpol Karnpakdee

Authors

Sawitree Thanakijcharoenpat The Faculty of Business Administration, Ramkhamhaeng University
Surasidh Boonchunone The Faculty of Business Administration, Ramkhamhaeng University
Nantawan Boonraksa The Faculty of Logistics and Transportation Management, Panyapiwat Institute of Management
Chumpol Karnpakdee The Faculty of Business Administration, Ramkhamhaeng University

Keywords:

Logistics Efficiency, Corporate Social Responsibility (CSR), Trust, Organizational Image, Sustainable Loyalty, Cold Chain Logistics Provider

Abstract

Currently, Cold chain logistics and social and environmental responsibility play a very important role in developing organizational image, credibility and sustainable loyalty of stakeholders, especially in the food industry. The objective of this study was to study the influence and examine the consistency of empirical data of logistics performance and social responsibility on credibility, organizational image enhancement and sustainable loyalty for cold chain logistics service providers of XYZ Co., Ltd., Thailand. This study used a quantitative research approach with a questionnaire. The data were collected from 541 samples who were users of cold chain logistics services of XYZ Co., Ltd., Thailand. The data were analyzed by using structural equation modeling (SEM). The results of the study found that logistics performance and social responsibility affect sustainable loyalty through mediating variables, namely credibility and organizational image. In particular, credibility plays an important role in enhancing organizational image. These two important factors work together in an integrated manner to enhance sustainable loyalty to the organization and its stakeholders.

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