Determinants of customer loyalty for roadside restaurants in Malaysia: a structural equation modeling approach

Al Masud, Md. Abdullah and Haque, Ahasanul and Kabir, SMH and Tor-Kadioglu, Cansu (2021) Determinants of customer loyalty for roadside restaurants in Malaysia: a structural equation modeling approach. International Journal of Innovative Research and Publications, 1 (1). pp. 43-56. E-ISSN 2785-826X

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Abstract

Customer loyalty has become a fundamental and crucial focus for any business in the retail food industry. Therefore, every organization concentrating on gaining customer loyalty to extend profits and maintain sustainability within the business arena. This study aims to identify the determinants and their effects on customer loyalty for roadside restaurants in Malaysia. Survey data has been administered using a convenience sample of 248 customers from roadside restaurants located at metropolitan area of Kuala Lumpur and Selangor states in Malaysia. SPSS and AMOS statistical packages were used to validate and test the hypotheses. The study found that customer loyalty is mostly related to the environment of the restaurant and quality of food towards roadside restaurant businesses. Moreover, customer satisfaction fully mediates the relationship between the determinants and customer loyalty. This study contributes to stream an enhanced understanding of the problems and benefits for the roadside restaurant owners to formulate good marketing practices and better customer relationship strategies. Future study can be directed by using other independent variables with a more comprehensive solution.

Item Type:	Article (Journal)
Uncontrolled Keywords:	Customer Loyalty, Customer Satisfaction, Roadside Restaurants, Malaysia
Subjects:	H Social Sciences > HF Commerce > HF5001 Business. Business Administration H Social Sciences > HF Commerce > HF5001 Business. Business Administration > HF5428 Retail trade
Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button):	Kulliyyah of Economics and Management Sciences > Department of Business Administration
Depositing User:	Prof. Dr Ahasanul Haque
Date Deposited:	17 Dec 2021 10:13
Last Modified:	17 Dec 2021 10:13
URI:	http://irep.iium.edu.my/id/eprint/94917

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