Leong, Ryan Mingwan (2011) Public perception on the factors that influence customer loyalty on purchasing sportswear in Malaysia. Final Year Project, UTAR.
Abstract
Customers are becoming increasingly important in the lives of most organizations as competition increases. Hence, many companies begin to recognize the importance of retaining current customers and some have initiated various activities to create customer loyalty. Several studies conducted over the years proven that there is a direct connection between customer satisfaction and customer loyalty but least conducted based upon brand equity. In addition, substantial researches have been conducted on customer loyalty yet concepts and definitions of customer loyalty vary from one another. This study investigated on the relationship of brand equity and customer satisfaction on customer loyalty towards Malaysian in purchasing branded sportswear. Quantitative methods are utilized by distributing survey questionnaire to 205 respondents to examine customer loyalty. Brand Equity and customer satisfaction is measured regarding their influence towards customer loyalty. Based on 205 completed surveys from respondents, the researcher found the relationship between brand equity, customer satisfaction and customer loyalty were established. The findings show that customer satisfaction is the antecedents of customer loyalty. Although influence of brand equity was less significant as compare to customer satisfaction, the results still shows a positive score for brand equity.
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