ความคาดหวังผลลัพธ์ความยั่งยืนของลูกค้าเทสโก้ โลตัส ในเขตกรุงเทพมหานคร
คำสำคัญ:
ความยั่งยืน, ความคาดหวัง, ผลลัพธ์ความยั่งยืน, พฤติกรรมผู้บริโภค, ค้าปลีกสมัยใหม่บทคัดย่อ
ธุรกิจค้าปลีกสมัยใหม่ เข้ามามีบทบาทกับเศรษฐกิจและชีวิตของผู้บริโภคอย่างหลีกเลี่ยงไม่ได้ หากธุรกิจค้าปลีกสมัยใหม่จะมีความยั่งยืนได้ต้องตอบสนองความคาดหวังของผู้มีส่วนได้ส่วนเสีย เทสโก้ โลตัส เป็นธุรกิจไฮเปอร์มาร์เก็ตที่มีบทบาทในอุตสาหกรรมนี้ การศึกษาความคาดหวังผลลัพธ์ความยั่งยืนของลูกค้าจึงมีความสำคัญในการสร้างความยั่งยืนให้แก่องค์กร การวิจัยครั้งนี้จึงมีวัตถุประสงค์ เพื่อศึกษาระดับความคาดหวังผลลัพธ์ความยั่งยืนและพฤติกรรมของลูกค้าเทสโก้ โลตัส ในเขตกรุงเทพมหานคร เก็บกลุ่มตัวอย่าง จำนวน 437 คน เครื่องมือที่ใช้ในการวิจัยคือ แบบสอบถาม สถิติที่ใช้ในการวิเคราะห์ข้อมูล ประกอบด้วย ค่าความถี่ ค่าร้อยละ ค่าเฉลี่ย ค่าส่วนเบี่ยงเบนมาตรฐาน การทดสอบค่าสถิติ t - test และการทดสอบค่าสถิติ F - test ผลการวิจัยพบว่า ความคาดหวังผลลัพธ์ความยั่งยืนภาพรวมมีค่าเฉลี่ยอยู่ในระดับมาก โดยมีค่าเฉลี่ยด้านสังคมอยู่ในระดับมาก 3.94 ด้านสิ่งแวดล้อมอยู่ระดับมาก 3.94 ด้านเศรษฐกิจอยู่ในระดับมาก 3.93 และด้านคุณค่าของตราสินค้าอยู่ในระดับมาก 3.92 จากผลการทดสอบ นัยสำคัญทางสถิติที่ 0.05 พบว่าปัจจัยด้านลักษณะประชากรศาสตร์ คืออาชีพที่แตกต่างกัน มีระดับความคาดหวังผลลัพธ์ความยั่งยืนด้านเศรษฐกิจที่แตกต่างกัน และรายได้ที่แตกต่างกัน มีระดับความคาดหวังผลลัพธ์ความยั่งยืนด้านสิ่งแวดล้อมและด้านคุณค่าตราสินค้าที่แตกต่างกัน พฤติกรรมผู้บริโภคด้านการเป็นสมาชิกคลับการ์ดที่แตกต่างกัน มีระดับความคาดหวังผลลัพธ์ความยั่งยืนด้านสิ่งแวดล้อมที่แตกต่างกัน พฤติกรรมผู้บริโภคด้านบุคคลหรือกลุ่มบุคคลที่มีอิทธิพลต่อการซื้อสินค้าที่แตกต่างกัน มีระดับความคาดหวังผลลัพธ์ความยั่งยืนด้านเศรษฐกิจและด้านคุณค่าตราสินค้าแตกต่างกัน
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Moldan, B., Janoušková, S., & Hák, T. (2012). How to understand and measure environmental sustainability: Indicators and targets. Ecological Indicators, 17, 4-13.
Morelli, J. (2011). Environmental sustainability: A definition for environmental professionals. Journal of environmental sustainability, 1(1), 2.
Pinelli, M., & Maiolini, R. (2017). Strategies for sustainable development: Organizational motivations, stakeholders' expectations and sustainability agendas. Sustainable Development, 25(4), 288-298.
Popovic, T., Barbosa-Póvoa, A., Kraslawski, A., & Carvalho, A. (2018). Quantitative indicators for social sustainability assessment of supply chains. Journal of cleaner production, 180, 748-768.
Roggeveen, A. L., & Sethuraman, R. (2020). How the COVID Pandemic May Change the World of Retailing. Journal of Retailing. 96(2): 169-171.
Savitz, A. (2013). The triple bottom line: how today's best-run companies are achieving economic, social and environmental success-and how you can too. John Wiley & Sons.
Saphores J-DM, Ogunseitan OA, Shapiro AA. (2012). Willingness to engage in a pro-environmental behavior: an analysis of e-waste recycling based on a national survey of U.S. households. Resources, Conservation and Recycling.60, 49-63.
Sarkodie, S. A., & Strezov, V. (2018). Empirical study of the environmental Kuznets curve and environmental sustainability curve hypothesis for Australia, China, Ghana and USA. Journal of cleaner production, 201, 98-110.
Sheth, J. N., Sisodia, R. S., & Sharma, A. (2000). The antecedents and consequences of customer centric marketing. Journal of the Academy of Marketing Science, 28(1), 55-66.
Starr MA. (2009). The social economics of ethical consumption: theoretical considerations and empirical evidence. The Journal of Socio-Economics 38, 916–925.
Vroom, V. H. (1964). Work and motivation. New York: Wiley.
Wattenberg, B. J. (2004). Fewer: How the new demography of depopulation will shape our future. Chicago: Ivan R. Dee
Wilson, M. (2003). Corporate sustainability: What is it and where does it come from? Ivey Business Journal. 67(2), 1–5
Zhong, Y., & Wu, P. (2015). Economic sustainability, environmental sustainability and constructability indicators related to concrete-and steel-projects. Journal of Cleaner Production, 108, 748-756.
Aaker, D. A. (1992). The value of brand equity. Journal of business strategy. 13(4), 27-32.
Abbas, M., Gao, Y., & Shah, S. S. H. (2018). CSR and customer outcomes: The mediating role of customer engagement. Sustainability, 10(11), 4243.
Atanda, J. O. (2019). Developing a social sustainability assessment framework. Sustainable Cities and Society, 44, 237-252.
Banker, R. D., Mashruwala, R., & Tripathy, A. (2014). Does a differentiation strategy lead to more sustainable financial performance than a cost leadership strategy? Management Decision, 52(5), 872-896.
Bisogno, M., Cuadrado-Ballesteros, B., & García-Sánchez, I. M. (2017). Financial sustainability in local governments: definition, measurement and determinants. In Rodríguez Bolívar M. (eds), Financial Sustainability in Public Administration (pp. 57-83). Palgrave Macmillan, Cham.
Briedis, H., Kronschnabl, A., Rodriguez, A., & Ungerman, K. (2020). Adapting to the next normal in retail: The customer experience imperative. Retrieved 15 November 2020 from https://www.mckinsey.com/industries/retail/our-insights/adapting-to-the-next-normal-in-retail-the-customer-experience-imperative#
Bruna, M. G., & Nicolò, D. (2020). Corporate Reputation and Social Sustainability in the early stages of start-ups: a theoretical model to match stakeholders' expectations through Corporate Social Commitment. Finance Research Letters, 35, 101508.
Cochran, W. G. (1963). Sampling Techniques. (2nd Ed). New York: John Wiley and Sons, Inc.
Dave, P., Wadhwa, V., Aggarwal, S., & Seetharaman, A. (2013). The impact of research and development on the financial sustainability of information technology (IT) companies listed on the S&P 500 index. Journal of Sustainable Development, 6(11), 122.
Elkington, J. (1994). Towards the sustainable corporation: Win-win-win business strategies for sustainable development. California management review, 36(2), 90-100.
Elkington, J. (1995). Who needs it. Market implications of sustainable lifestyles. London: Sustainability.
Elkington, J. (1997). Cannibals with forks. The triple bottom line of the 21st century. New York: New Society Publishers, Stoney Creek.
Fischer, D., Mauer, R., & Brettel, M. (2018). Regulatory focus theory and sustainable entrepreneurship. International Journal of Entrepreneurial Behavior & Research. 24(2), 408-428.
Foley, K. (2005). Meta-management: A stakeholder/quality management approach to whole-of enterprise management. Sydney: SAI Global
Freeman, R. E. (2010). Strategic management: A stakeholder approach. Cambridge: Cambridge university press.
Freeman, R. E., Harrison, J. S., & Wicks, A. C. (2007). Managing for stakeholders: Survival, reputation, and success. Connecticut: Yale University Press.
Garvare, R., & Johansson, P. (2010). Management for sustainability–a stakeholder theory. Total quality management, 21(7), 737-744.
Hanaysha, J. R. (2017). An examination of marketing mix elements and customer retention in Malaysian retail market. American Journal of Marketing Research, 3(1), 1-7.
Harrell, G. D. (2002). Marketing: connecting with customers. Pearson College Division.
Husgafvel, R., Pajunen, N., Virtanen, K., Paavola, I. L., Päällysaho, M., Inkinen, V., ... Ekroos, A. (2015). Social sustainability performance indicators–experiences from process industry. International Journal of Sustainable Engineering, 8(1), 14-25.
Jarvis, W., Ouschan, R., Burton, H. J., Soutar, G., & O’Brien, I. M. (2017). Customer engagement in CSR: A utility theory model with moderating variables. Journal of Service Theory and Practice.27(4),833-853.
Johnstone, L., & Lindh, C. (2018). The sustainability‐age dilemma: A theory of (un) planned behaviour via influencers. Journal of consumer behaviour, 17(1), e127-e139.
Jung, S., & Ha‐Brookshire, J. (2017). Perfect or imperfect duties? Developing a moral responsibility framework for corporate sustainability from the consumer perspective. Corporate Social Responsibility and Environmental Management, 24(4), 326-340.
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of marketing, 57(1), 1-22.
Ketprapakorn, N., & Kantabutra, S. (2019). Sustainable social enterprise model: Relationships and consequences. Sustainability, 11(14), 3772.
Kotler, P. (2003). Marketing insights from A to Z: 80 concepts every manager needs to know. New York: John Wiley & Sons.
Kotler, P. (2009). Marketing management: A south Asian perspective. Pearson Education India.
Kotler, P., and Keller, K. L. (2016). Marketing Management 15th Global edition (Global). Harlow: Pearson Education Limited.
Kwarteng, A., Dadzie, S. A., & Famiyeh, S. (2016). Sustainability and competitive advantage from a developing economy. Journal of Global Responsibility. 7(1),110-125.
Malhotra, N. K., & Birks, D. F. (2007). Marketing Research, An Applied Approach, European Edition.
Miles, J.A. (2012). Management and Organization Theory: A Jossey-Bass reader. San Francisco: John Wiley& Sons.
Moldan, B., Janoušková, S., & Hák, T. (2012). How to understand and measure environmental sustainability: Indicators and targets. Ecological Indicators, 17, 4-13.
Morelli, J. (2011). Environmental sustainability: A definition for environmental professionals. Journal of environmental sustainability, 1(1), 2.
Pinelli, M., & Maiolini, R. (2017). Strategies for sustainable development: Organizational motivations, stakeholders' expectations and sustainability agendas. Sustainable Development, 25(4), 288-298.
Popovic, T., Barbosa-Póvoa, A., Kraslawski, A., & Carvalho, A. (2018). Quantitative indicators for social sustainability assessment of supply chains. Journal of cleaner production, 180, 748-768.
Roggeveen, A. L., & Sethuraman, R. (2020). How the COVID Pandemic May Change the World of Retailing. Journal of Retailing. 96(2): 169-171.
Savitz, A. (2013). The triple bottom line: how today's best-run companies are achieving economic, social and environmental success-and how you can too. John Wiley & Sons.
Saphores J-DM, Ogunseitan OA, Shapiro AA. (2012). Willingness to engage in a pro-environmental behavior: an analysis of e-waste recycling based on a national survey of U.S. households. Resources, Conservation and Recycling.60, 49-63.
Sarkodie, S. A., & Strezov, V. (2018). Empirical study of the environmental Kuznets curve and environmental sustainability curve hypothesis for Australia, China, Ghana and USA. Journal of cleaner production, 201, 98-110.
Sheth, J. N., Sisodia, R. S., & Sharma, A. (2000). The antecedents and consequences of customer centric marketing. Journal of the Academy of Marketing Science, 28(1), 55-66.
Starr MA. (2009). The social economics of ethical consumption: theoretical considerations and empirical evidence. The Journal of Socio-Economics 38, 916–925.
Vroom, V. H. (1964). Work and motivation. New York: Wiley.
Wattenberg, B. J. (2004). Fewer: How the new demography of depopulation will shape our future. Chicago: Ivan R. Dee
Wilson, M. (2003). Corporate sustainability: What is it and where does it come from? Ivey Business Journal. 67(2), 1–5
Zhong, Y., & Wu, P. (2015). Economic sustainability, environmental sustainability and constructability indicators related to concrete-and steel-projects. Journal of Cleaner Production, 108, 748-756.
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2021-06-28
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