Seyed Rajab Nikhashemi

The Effect of Customers’ Perceived Value of Retail Store on Relationship between Store Attribute and Customer Brand Loyalty: Some Insights from Malaysia☆

Abstract Customer brand loyalty has been an important area for practitioners in retailing industry due to various developments in the increasingly competitive environment. The objective of the current study is to identify the role of perceived value of the store brand in relationship between store attributes and customer brand loyalty. A self-administered questionnaire was used to collect data (n=418), from the customers visiting hypermarkets such as Tesco, Aeon Big, Mydin and Giants in metropolitan Kuala Lumpur, Malaysia. Structural Equation Modeling is employed to analyze the data. The results demonstrate that store attribute has a direct effect on customers’ perceived value as well as on their loyalty with the store brand. The store attribute also has an indirect effect on store brand loyalty via customers’ perceived value of the store brand. The study recommends hypermarkets to understand customers’ perception towards their brand in order to develop better marketing strategy which can enable them differentiate themselves from competitors.

The mediating influence of service failure explanation on customer repurchase intention through customers satisfaction

The purpose of this paper is to examine the effect of explanation on customer satisfaction in the service failure stage. It seeks to better understand the dynamics of consumer repurchase intention through a mediating effect of customer satisfaction.,A structured questionnaire was e-mailed to collect the primary data. With three reminders, this study managed to obtain 322 responses from customers who complained about their internet service in Malaysia. Structural equation modelling techniques were applied to examine both direct and mediating effects between variables.,Results reveal that all four dimensions of explanation have significant partial mediating effect on repurchase intention through customer satisfaction. Results also disclose that there is no significant relationship between excuse and customer satisfaction in service failure. Among all dimensions, reference and apology have higher influence on repurchase intention through customer satisfaction.,The results are particularly valuable for managers, as it supports the role of using explanation as a practical tool for fostering positive and profitable outcomes like repeat customer purchases.,The findings of this study will help organisations rethink their explanation strategies with the eye to foster greater customer repurchase intention.,The results are particularly valuable for managers, as they support the role of using explanation as a practical tool for fostering positive and profitable outcomes like repeat customer purchases.

Critical factors for developing brand equity: an empirical investigation in Malaysia

The power of branding is most often powerful than the product itself. Renowned brands like Procter and Gamble paid Richardson-Vicks 2.6 times of its book value. Nabisco was sold for 3.2 times of its book value and General Motors was sold for 3.5 times its book value. Whilst these corporations succeeded in using their brand as a source for their companys worth, others lagged behind, trying to comprehend the real value of branding. This study draws upon past literatures in branding and proposes the use the brand equity concept towards formulating a meaningful plat for a Malaysian Internet service called TMnet, Jaring and Maxis to nest. This study develops a brand equity construct which nestles upon brand concept of functionality, image, perceived quality and brand loyalty. Developing brand equity is not an easy task. Therefore, this study tries to identify the important factors for creating brand equity. Results of this study shows that perceived quality is the most important factor for developing brand equity. The results of this study confirm the significant influence of these four utmost important factors on brand equity. In conclusion, practitioners can derive a better understanding of the activities that are undertaken by these organizations and how the way these activities are being dealt with. Keywords: Functionality, image of brand, perceived quality of brand and brand loyalty