Factors affecting brand loyalty in Malaysia retail industry

Goh, Qian Feng (2023) Factors affecting brand loyalty in Malaysia retail industry. Final Year Project, UTAR.

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Abstract

This research adopts the brand loyalty theory to determine the major factors (customer service,convenience, price, and perceived quality) that can affect the brand loyalty in Malaysia retail industry. Moreover, this research can help the domestic retailer improve their retailmanagement in order to enhance their overall sales revenue and service quality. Moreover, this research study is based on empirical data collected from questionnaires distributed to a sample of 220 respondents who have brand loyalty to the retail industry. In addition, Statistic Packages for Social Science (SPSS) version 29.0 is used to evaluate the collected data. Hence, the results demonstrates that customer service, convenience, and perceived quality have a significant relationship with the brand loyalty in Malaysia retail industry. Against expectations, price demonstrates no significant relationship with brand loyalty in the Malaysia retail industry. Ther research also concludes with a discussion of the study's limitations and the recommendations that were necessary. The recommendations deliver effective suggestions and directions for further future studies. These findings can provide valuable insights for retailers to understand the factors affecting the brand loyalty in Malaysia retail industry.

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