Customer Satisfaction and Loyalty in Retailing. Empirical Investigation in Malaysian Hypermarkets

      Аннотация: For decades, retail marketing strategy has analyzed the alternative routes to retail industry growth. Despite the strong interest in retail marketing, there is no consensus in the literature about what constitutes retail marketing strategy for customer satisfaction and loyalty as well as whether it affects a company’s retailing performance. Today, retailers need to devote more consideration to long-term strategic planning to cope effectively with the growing intensity of retail competition as well as shift in customer needs. This book provides how retailers will deal effectively with their customers’ patronage and satisfaction. Customer loyalty is measured through satisfaction using structural equation modeling technique. The findings should assist retailers operating in other markets, entrepreneurs, managers of firms and policy makers to enter the market for the marketing efforts and target customers.

Ключевые слова: Customer Loyalty, customer satisfaction, hypermarket, Marketing Strategy, Retail Marketing