Factors Affect The Customer Loyalty Towards Business Event: Book Fair Industry
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Date
2015-11
Authors
Loo, Chun Hou
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Abstract
Due to the low reading rate among Malaysian, the overall market size of book retailing
is always limited and competitive. Some book retailers have organized book fairs
around Malaysia in order to stimulate the more sales and generate more revenue.
However not every book fair could attract huge crowd to visit and purchase. Therefore
the main objective of this study is to find out the conceptual framework of marketing
mix element 4Ps with the customer satisfaction and customer loyalty in the book fair
industry. At the same time, the study also explores the mediation role of customer
satisfaction on the relationship between marketing mix and customer loyalty. In order
to answer all the research question, the study framework is developed by reference to
Stimulus-Organism-Response model. The marketing mix is acted as stimulus,
customer satisfaction as organism and the customer loyalty as response. The study
applies the quantitative methodology and non-experimental. Questionnaires are
distributed to the respondents who have visited any book fair more than one time across
Malaysia. Multi regression analysis method will be used to examine the hypothesizes
that derived from the framework by using the statistical tools SPSS and Smart Partial
Least Square (PLS). The result has indicated that marketing mix has positive and direct
relationship with customer satisfaction and customer loyalty. Besides, customer
satisfaction is also playing its role to mediate the relationship between customer
satisfaction and customer loyalty. The book retailers could refer to the result in this
study to design and carry out a better Customer Relationship Management (CRM)
program to attract as well as retain as many customer as possible.
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Keywords
Customer loyalty , Book fair industry