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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Main Author:	Haque, A. K. M. Ahasanul
Format:	Article
Language:	English
Published:	INSI Publications 2014
Subjects:	HF5428 Retail trade
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

id	iium-39924
recordtype	eprints
spelling	iium-399242018-06-12T03:38:17Z http://irep.iium.edu.my/39924/ Factors affecting customer loyalty through satisfaction towards retail marketing strategy: an exploratory investigation on Malaysian hypermarkets Haque, A. K. M. Ahasanul HF5428 Retail trade 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. INSI Publications 2014-05 Article PeerReviewed application/pdf en http://irep.iium.edu.my/39924/1/Factors_Affecting_Customer_Loyalty.pdf Haque, A. K. M. Ahasanul (2014) Factors affecting customer loyalty through satisfaction towards retail marketing strategy: an exploratory investigation on Malaysian hypermarkets. Australian Journal of Basic and Applied Sciences, 8 (7). pp. 304-322. ISSN 1991-8178 http://www.ajbasweb.com/
repository_type	Digital Repository
institution_category	Local University
institution	International Islamic University Malaysia
building	IIUM Repository
collection	Online Access
language	English
topic	HF5428 Retail trade
spellingShingle	HF5428 Retail trade Haque, A. K. M. Ahasanul Factors affecting customer loyalty through satisfaction towards retail marketing strategy: an exploratory investigation on Malaysian hypermarkets
description	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.
format	Article
author	Haque, A. K. M. Ahasanul
author_facet	Haque, A. K. M. Ahasanul
author_sort	Haque, A. K. M. Ahasanul
title	Factors affecting customer loyalty through satisfaction towards retail marketing strategy: an exploratory investigation on Malaysian hypermarkets
title_short	Factors affecting customer loyalty through satisfaction towards retail marketing strategy: an exploratory investigation on Malaysian hypermarkets
title_full	Factors affecting customer loyalty through satisfaction towards retail marketing strategy: an exploratory investigation on Malaysian hypermarkets
title_fullStr	Factors affecting customer loyalty through satisfaction towards retail marketing strategy: an exploratory investigation on Malaysian hypermarkets
title_full_unstemmed	Factors affecting customer loyalty through satisfaction towards retail marketing strategy: an exploratory investigation on Malaysian hypermarkets
title_sort	factors affecting customer loyalty through satisfaction towards retail marketing strategy: an exploratory investigation on malaysian hypermarkets
publisher	INSI Publications
publishDate	2014
url	http://irep.iium.edu.my/39924/ http://irep.iium.edu.my/39924/ http://irep.iium.edu.my/39924/1/Factors_Affecting_Customer_Loyalty.pdf
first_indexed	2023-09-18T20:57:19Z
last_indexed	2023-09-18T20:57:19Z
_version_	1777410391076241408

Factors affecting customer loyalty through satisfaction towards retail marketing strategy: an exploratory investigation on Malaysian hypermarkets

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