Factors affecting customer loyalty through satisfaction towards retail marketing strategy: an exploratory investigation on Malaysian hypermarkets
Background: Today, global market is targeted by so many established retailers, because they are looking for new potential market expansion. Malaysian hypermarkets are growing drastically challenging in the past decades; as a result customer satisfaction and customer loyalty has become a critical...
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| Format: | Article |
| Language: | English |
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INSI Publications
2014
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| Online Access: | http://irep.iium.edu.my/39924/ http://irep.iium.edu.my/39924/ http://irep.iium.edu.my/39924/1/Factors_Affecting_Customer_Loyalty.pdf |
| Summary: | Background: Today, global market is targeted by so many established retailers,
because they are looking for new potential market expansion. Malaysian hypermarkets
are growing drastically challenging in the past decades; as a result customer satisfaction
and customer loyalty has become a critical phenomenon. Objective: The main purpose
of this study is to measure customers‟ loyalty through satisfaction towards retail
marketing strategy in Malaysian hypermarkets perspective. Methodology: In this
study, resource based theory has been exploited for developing conceptual research
framework. The data has been collected by distributing self-administered questionnaire
among 350 consumers involving different races in Malaysian hypermarkets in Kuala
Lumpur through convenience sampling method. The data analysis has been conducted
using descriptive statistics as well as exploratory and confirmatory factor analysis.
Subsequently, by using AMOS through structural equation modeling, 292 valid cases
have been selected to test the hypothesized relationship among the variables in the
research conceptual model. Results: The results revealed that service quality, product
quality, price strategy and store attribute have significant relationship with customer
satisfaction and importantly customer satisfaction has
ABSTRACT
direct relationship to customer
loyalty. Conclusion: The study concludes that customer satisfaction is the predecessor
to customer loyalty in Malaysian hypermarket setting. Hence, the establishment of
customer satisfaction has a great meaning to the retailers due to its predictive power.
Finally, it is hoped that this study could facilitate improving customer loyalty through
customer satisfaction in Malaysian hypermarkets.
Keywords:
Retail marketing strategy, Malaysian
hypermarkets, Service quality, Product
quality, Customer satisfaction,
Customer loyalty. |
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