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Factors Affect Customer Satisfaction

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FACTORS INFLUENCING CUSTOMER SATISFACTION AND BEHAVIOURIAL INTENTION TOWARDS RETAIL STORES IN MALAYSIA

Background of Study
This research basically discuss about the factors influencing consumer satisfaction and behavioural intention towards retail stores in Malaysia. Retail is the process of merchandise to end clients, not for resale, but for utilize and utilization by the purchaser. Retail includes the deal of stock from a single point of buy straightforwardly to consumers who are serious to consume that item. The single point of buy could be a brick-and-mortar retail store, a Web shopping site, a catalogue, or indeed a portable phone. Retailers are the final link in the supply chain between manufactures and shoppers. Retailing is vital since …show more content…

(https://www.entrepreneur.com/article/229294) This implies that in order to keep consumer returning, they must be satisfied with the retail stores. In today’s competitive retail stores world, customer satisfaction plays a major role towards its successfulness. Factors such as promotional mix, retailer attitude, and geographical location of the retail stores, price fairness, and product quality and store image are vital to influence consumer satisfaction and behavioural intention. This research will help retail stores to be more competitive and attract more consumers. Besides, this research will help retail stores in Malaysia to increase customer lifetime value and customer retention. Ankit Runwal, marketing professional at Social Attach, puts it this way: “The success of a brand doesn’t simply depend on the esteem of a customer’s single purchase; rather, it’s approximately the esteem the customer offers over his …show more content…

Research Objectives
The research objectives of the study are as below:
• To identify the relationship between promotional mix and customer satisfaction towards retail stores in Malaysia.
• To identify the relationship between retailer attitude and customer satisfaction towards retail stores in Malaysia.
• To identify the relationship between geographical location of the retail stores and customer satisfaction towards retail stores in Malaysia.
• To identify the relationship between price fairness and customer satisfaction towards retail stores in Malaysia.
• To identify the relationship between product quality and customer satisfaction towards retail stores in Malaysia.
• To identify the relationship between store image and customer satisfaction towards retail stores in Malaysia.
• To identify the relationship between customer satisfaction and behavioural intention.
• To identify the mediating effect of customers satisfaction on the relationship between promotional mix, retailer attitude, geographical local, price fairness, product quality, store image and behavioural intention.

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