Social responsibility and ethics have been shown to have a positive influence on consumer behavior, however the vast majority of related research has measured this relationship indirectly through scenario analysis of hypothetical firms rather than consumers' perceptions of real-world firms. This dissertation focused on a real-world application of the theory. Each hypothesis that specified a positive relationship was supported. These results show that Brand Social Responsibility Image not only positively influences Brand Loyalty, but also influences the perception of both Product Quality and Service Quality. Concurrently, it was found that both Product and Service Quality Image influenced Brand Loyalty. When controlling for the effect of other variables, some of the relationships proved to be weaker than expected. There were three hypotheses that tested the moderating effect of Inclination to Reward Brand Social Responsibility Image. The moderating influence of Inclination to Reward Brand Social Responsibility Image (RSRI) on the relationships between Brand Social Responsibility Image (BSRI) and Product Quality Image and between BSRI and Brand Loyalty were greatest for low levels of BSRI. Consumers rated Product Quality Image and Brand Loyalty lowest under conditions of L-BSRI and H-RSRI. Alternatively, when BSRI was high, both high and low treatments of RSRI resulted in similar sample means for both Product Quality Image and Brand Loyalty (i.e., minimal moderating effect). Inclination to Reward Brand Social Responsibility Image (RSRI) appeared to moderate the relationship between Brand Social Responsibility Image (BSRI) and Service Quality Image at high levels of BSRI. In other words, the perception of service quality was relatively high when both BSRI and RSRI were viewed as being high. Under conditions of H-BSRI and L-RSRI, Service Quality Image was substantially lower. Under conditions of L-BSRI, there was very little difference between L- and H-RSRI. / Ph. D.

Aim: The purpose of this study is to identify factors that can attract customers to buy online and help the grocers to improve their online grocery services to retain and obtain customers. Design/Methodology/Approach: A qualitative method was used, based on triangulation methodology including observation and interviews of manager and employees. Quantitative data was collected by handing out questionnaire to 204 potential customers and 30 existing customers. Findings: The study shows that product and service quality, time saving and convenience, web page layout, customers’ trust in grocers (service providers), store image and advertising are the important factors that customers consider when they decide to use online grocer service. E- grocers also need to consider these factors when they start online grocery service. Suggestions for Future Research: An extensive study with large population sample and co- operation from other companies can help to generalize the results. Future studies can be extended to include drive-in and shared reception box service method, and consider the cost for the customers in e-grocery sector.