The three variables are inter-related and have an impact upon one another.
This research will identify the relationship between consumer’s religiousness and the company image with a case study of the Chick-fil-a store that remains closed on Sundays given the religious significance of Sundays to Christians. Chick-fil-a is owned by Christians and Christians also live in the locality of the store. What needs to be studied is if the Chick-fil-a’s decision to remain closed on Sundays earns it customers’ loyalty because they feel that there religious concerns are respected? Would it would speak bad about Chick-fil-a if it chose to remain open on Sundays?
In the present age, ethics is a major consideration specially when it comes to business. Enterprises are investing a lot just to make sure they earn an edge over their competitors on ethical grounds, because they know their customers value it. A lot of theories have been put forward to elaborate ethical considerations on all aspects of business including research and development. This is fundamentally because today, there has been an increase in general awareness among the people about health and safety concerns than past. Ethics finds its origin in religion. What religion considers right is considered ethical and what religion deems wrong is thought of as unethical. Adjusting the products to the religious expectations of the consumers is necessary for a company for effective risk management and defense of its image. Companies earn on their image. Branded costumes are preferred over others because the consumers have faith in the brand. Hence, there is a need for the producers to realize the strength of the influence of customers’ religiousness on their image. The religion’s impact on customers’ attitude is often overlooked in a secular society. (Mokhlis, 2006, p. 64).