Mazzini Muda

Online Purchase Behavior of Generation Y in Malaysia

Abstract The escalation of the Internet and information technology has significantly contributed to the popularity of online shopping. Generation Y (Gen Y) has been identified as the age cohort that makes up the majority of online shoppers in many developed countries. Even though Gen Y makes up the largest segment of Malaysias population as well as its Internet population, they are not the largest segment of online shoppers. The aims of this study are to investigate the online purchase behavior of Gen Y in Malaysia and identify the factors that drive the behavior. 200 respondents from Gen Y participated in the survey. Findings from the study reveal that Gen Y in Malaysia buys mostly from online retailers operating via Facebook and Instagram. Of the four factors proposed in the model, only perceived trust and perceived reputation have a significant positive relationship with online purchase intention of Gen Y shoppers. Implications of these findings are discussed for researchers and practitioners.

The Impact of User – Generated Content (UGC) on Product Reviews towards Online Purchasing – A Conceptual Framework☆

Abstract Social media is a virtual community that links people around the globe through many websites such as Friendster, MySpace, YouTube, Facebook and Twitter. In 2010, Instagram was introduced as a new addition to this social media family. Since then, many online retailers have started to conduct their businesses on Instagram as they see this new social media as a friendlier channel and easier to monitor compared to Facebook and Blogs. Many buyers would also prefer to purchase from Instagram as well due to less cluttered page, straightforward interface and easier to read feedbacks from other buyers. Feedbacks or also known as User – Generated Content (UGC) happens when previous buyers share their experiences online, which allows others including the potential buyers to read. Based on an extensive literature review, this paper proposes a framework to investigate the influence of UGC on consumers online product purchase intention. Findings from this study are expected to extend the literature on UGC and give benefits to marketers and online business operators.

A Study of Malaysian Customers Purchase Motivation of Halal Cosmetics Retail Products: Examining Theory of Consumption Value and Customer Satisfaction

Abstract Today, Halal is not simply a religious issue rather it is an opportunity to increase sale and acquire competitive advantage. Concerning its importance, this conceptual paper explores the relationship between perceived value and customer satisfaction for Halal cosmetics products by expanding the Theory of Consumption Value (TCV). This study applies the consumption value model as the basic framework, which includes the functional value, the social value, the emotional value, the epistemic value and the conditional value. This paper proposes brand value as a new value dimension to the original framework. There is a need to investigate the value dimensions identified in greater depth and to operationalise these dimensions so that the key relationships that can better explain consumers’ choices and reactions can be established.

Reconceptualisation of Customer Experience Quality (CXQ) Measurement Scale

Abstract Customer experience quality (CXQ) has gone forth as one of the emerging concepts among top management and becoming an uppermost-prioritized research stream in customer-orientation philosophy. Customer management strategy must focus on the efforts to create a unique, compelling and memorable customer experience because of its significant impact on business sustainability and prosperity. Therefore, it is imperative for business firms to unlock the core dimensions of CXQ that lead to great and wonderful experience to their customers. However, there is still limited empirical evidence that address this question: How to conceptualise and operationalise CXQ? The primary purpose of this paper is to revisit the existing literature on customer experience and consequently refine and conceptualise CXQ in the context of automotive industry. The proposed CXQ scale is adopted from Mehrabian and Russells Pleasure-Arousal-Dominant (PAD) Theory. Evidently, through rigorous literature search, it is plausible to incorporate a new dimension, Peace of Mind (PoM) in PAD theory, which will be proposed and known as PADPoM. The research findings could be deployed as a guideline to formulate impactful customer experience management strategy.

Malay Owner Managers of SMEs: The Typology

Abstract This study identifies the different classification of Malay owner managers based on the psychological and behavioral factors. The survey comprised sample of 162 small scale SMEs’ owners in manufacturing industry, in Malaysia. Rasch Measurement Model was employed for that purpose. The findings indicated that psychological (personal values and self efficacy motivation) and behavioral (entrepreneurial orientations) factors were able to differentiate owner managers into five classification; Exemplar, Competence, Mediocre, Survivor and Poor. The interesting findings serve as a reminder to the Malaysian government to focus on both the psychological and behavioral aspects of owner managers in an effort to improve Malay SMEs businesses.

Conceptualization of Immersive Brand Experience (IBX) Measurement Scale of Emotion

Abstract The airlines industry is an important sub-sector in transportation and service industry. Since repeat business is critical to sustaining airline organizations, many have invested in various marketing strategies to entice customer loyalty. Customers’ travel experience may influence their commitment toward airline brand. Brand experience primarily emotional experience creates value in consumer buying behavior. Studies on Brand Experience (BE) in recent years have unravelled some gaps that exist in customer loyalty literature. For example, loyal customers are deeply involved and preoccupied with the brand. Their physical and emotional state of mind is engaged with the brand at every touch points along their consumption journey. Hence, brand experience contributes to business sustainability and growth. Therefore, in formulating branding strategy, marketers must focus on efforts to create an immersive brand experience (IBX) that drives brand attachment and engagement. Despite its importance, there is still limited empirical evidence to address this emerging concept. It could be speculated that lack of established reliable and valid scale to conceptualize and operationalize BE is one of the main contributing factors. Against this backdrop, this study attempts to develop a theory-based IBX conceptual framework by using established PAD Theory. Rigorous methodologies will be used to identify the factorial structure of IBX and subsequently the scales psychometric properties of dimensionality, validity, and reliability will be determined by confirmatory factor analysis. The proposed new dimension, spirituality (S) will be integrated with PAD Theory, which then will be known as PADS. Finally to develop a theoretical framework, the nomological validation will be conducted between IBX construct and brand resonance. A mixed research methodology that includes in-depth interviews, focus group discussion, quasi-experiment, and consumer survey will be employed to achieve the research goals. The research findings shall contribute a new scale (IBX) to the marketing literature that could be utilized to formulate a winning branding strategy for airline brands.

The Antecedents of Brand Experience within the National Automotive Industry

Abstract Notably, brand experience has attracted attention in marketing management as marketers realize the importance how consumers experience brands is critical in developing marketing strategies for goods and services. However, there is too little emphasis on designing a customer journey that enhances the entire customer brand experience. The purpose of this study to investigate antecedents of brand experience within national automotive industry. This study develops PADI model and argues on how their model can help academicians and practitioners truly understand customers feel and provide service experiences that engage and delight them. In order to truly understand the customer brand experience, a holistic view of all interactions at all touch points, that is, during search, purchase, consumption and post-consumption. Besides that, it provides a better understanding of brand experience which facilitates the potential development of richer customer relationships. By doing so, it could be a competitive advantage for practitioners as consumers seek emotional attachment with the car brand. This valuable insight helps practitioners to exploit social media capturing potential consumers. This study empirically contributes towards developing a more valid and reliable brand experiences factor which is useful for decision making at the management level. Failure to capture potential consumers might influence national producers to bear the increased costs associated with managing the brand as an assets that drive every strategic and investments decision. The originality of this research lies on the measurement scale of brand experience that makes a difference to customers during the national car consumption.

Exploring Islamic Brand Experience Through Focus Group: Case Study on Airlines Industry in Malaysia

Positive brand experience is important to the survival of any company as it leads to brand loyalty. Muslims account for 23 % of the world’s population and are expected to grow by 35 % to be 2.2 billion in 2030. As such, companies who target Muslims should provide brand experiences that are expected and tolerated by Muslims. This paper discusses the procedures and findings from focus group discussions intended to identify the determinants of Islamic Brand Experience in the airlines industry in Malaysia. Two groups were formed based on the religious status of Muslims and Non-Muslims, comprising ten participants per group. The focus group interviews were audiotaped, videotaped, transcribed, and translated. The participants from both groups were given structured questions, and the discussions were moderated by an experienced interviewer. The findings revealed, Muslim participants prefer the airlines operating in Malaysia to provide Shariah-compliant experiences such as banning of alcohol beverages onboard, reciting of prayer during every takeoff and landing, preferred flight attendants to wear modest uniform. Meanwhile, the Non-Muslims preferred the spirituality practices not to be openly announced on the public announcement during the flight. They would rather have their privacy in reciting their prayer. The challenges to the rigor of the research findings created by these methodological issues are considered.

Sense of Community Among Malay Customers: Evidence from Western Food Outlets in Malaysia Using Structural Equation Modelling Approach (SEM)

Malay customers are becoming western food lovers nowadays. Malay consumers contribute to the nation’s economy; thus, the survival of the food industry and its longevity prompted the current investigation. The central issue of this research is to unravel empirically the effects of antecedents on customer’s experience and subsequently examined its effect on their sense of community. Creating customer experience that is synonymous with a particular brand is becoming increasingly recognized as a vital driver of sense of community. This paper aims to address the gaps by empirically investigating the impact of customer’s experience on sense of community. Self-administered questionnaires were distributed through store intercept at selected western food restaurants such as Starbucks, Kenny Rogers and Nando’s. Two hundred fifty useable data from Malay consumers were analysed using structural equation modelling (SEM) procedure. Several interesting findings are confirmed: (1) service quality is not a significant predictor of customer’s experience; (2) customer’s experience has a positive effect on sense of community. These findings have important implications for consumer behaviour literature and retail industry.