Mohd Noor Mohd Ali

The mediating effect of cognitive and emotional satisfaction

The applications of salesperson presentation skills by a salesperson during their interaction with customers in the sales situation was found in previous studies to have a significant effect on customers intention to promote through word-of-mouth. This research was conducted in order to examine the relationship between salesperson presentation skills and the relative roles played by cognition and emotion in the development of customer satisfaction which latter lead to customers intention to promote through word-of-mouth particularly in a computer retail setting in Malaysia. The study tested the important variables that are associated with the problem, making it a co relational in nature. Attempts were made to establish relationship through corelational and regression analysis, where data were gathered once by means of a structured questionnaire. Survey method was employed and the unit of analysis was individual customers who patronized computer stores that were selected randomly. This study will lead to increased benefits for the organization in the form of customer loyalty. The cognitive evaluation of customer satisfaction was found to explain customer loyalty through word-of-mouth in a retail setting more than the emotional reaction. This finding holds importance to those retailers who have been able to generate high expectations in the eyes of their customers. This study is unique and makes headway in addressing this empty space by testing a model involving salesperson presentation skills amongst salesperson in Malaysia and it offers a complete distinction to previous research which has been conducted mainly in Western locale.

The correlation between Label Messages and Labeling Effectiveness

Labeling can perform many different functions, like the identification, description or promotion of food products, however based on research the main purpose of food labeling is to inform consumers on the content and the nutrients of the food. All food labels need to have minimum amount of mandatory or legally set information, but a producer may add any voluntary but correct information should they feel that the information stated would be off an advantage and that would lead a consumer to purchase the product. Food producers also would at times, use terms which would only be understood by experts and non experts would be left guessing and interpreting the terms themselves. Consumers also consider food labeling to be very important component of their lifestyle and regard nutrition as a positive attribute to the products. With that, this study attempts to see the correlation between Label Messages and Label Effectiveness. These findings will provide a view on what is the correlation between the label messages and its effectiveness. This would also assist manufaturers to identify on what information or messages which would have an impact before consumers makes their buying decisions.