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Perhubungan Di Antara Imej Kedai Dengan Kepuasan, Perakuan, Dan Kesetiaan Pelanggan Terhadap Rangkaian Peruncit: Satu Kajian Empirikal

Ng, Hun Chong (2000) Perhubungan Di Antara Imej Kedai Dengan Kepuasan, Perakuan, Dan Kesetiaan Pelanggan Terhadap Rangkaian Peruncit: Satu Kajian Empirikal. Masters thesis, Universiti Utara Malaysia.

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The primary objective of this study is to empirically determine the relationship between chain stores images and customers’ satisfaction, recommendation and loyalties. Trade liberalization and increased competition among retailers have created the need for such research in order to produce better and competitive local entrepreneurs. This research was done through survey method using structured questionnaire. Total sample of 300 customers were randomly selected from two Bata Marketing Sdn. Bhd. chain stores. For the purpose of testing the validity of the hypotheses, Pearson correlation coefficient was used for all the variables. Three hypotheses and two sub-hypotheses were formulated to be tested for this study. The results show that store images are significantly related to customers’ satisfaction and recommendation but at a moderate level. The results also prove that there are significant relation between store images and loyalties for both behavioral (actual purchase) and attitudinal (purchase intentions) components. Some how, value of Pearson correlation coefficient shows that relation between store image and loyalties by the component of purchase intention is higher than the actual purchase. This shows that intention to purchase doesn’t necessary become actual purchase. Finally, the finding of this research would become useful information for the retailers in their repositioning strategies to improve or change their image. It would also be a tool to build store loyalty among its customers.

Item Type: Thesis (Masters)
Uncontrolled Keywords: Chain stores images, Customers' satisfaction, Bata Marketing
Subjects: H Social Sciences > HF Commerce. > HF5001-6182 Business
Divisions: Faculty and School System > Sekolah Siswazah
Depositing User: Mrs Hafiza Mohd Akhir
Date Deposited: 27 Aug 2009 02:35
Last Modified: 24 Jul 2013 12:06
URI: http://etd.uum.edu.my/id/eprint/189

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