The relationship between customer satisfaction and customer loyalty / Nur Azirah Azeni

• Main Author: Azeni, Nur Azirah
• Format: Student Project
• Language: English
• Published: 2014
• Subjects: HF Commerce; Consumer satisfaction; Research; Quantitative research
• Online Access: https://ir.uitm.edu.my/id/eprint/56665/1/56665.pdf; https://ir.uitm.edu.my/id/eprint/56665/

Emzi Reka is one of the companies that sales product like corporate shirt, t-shirt, souveniers, and others. Emzi Reka also own by the four Malay men who are graduated from Universiti Teknologi Mara and Universiti Malaysia Terengganu. In order to sustain longer in business field, Emzi Reka have to face the decreasing of customers or decreasing of sales month to month. Therefore the purpose of this study was to determine the relationship between customer satisfaction and customer loyalty. In addition the researcher wants to prove that the satisfaction of customer could make the customer loyal to the product which is in Emzi Reka. The population size of this study consisted of 138 respondents with using sampling method which is the total number of customers from February 2014 until May 2014 is about 210. This results show that there is positive relationship between price of the product and customer loyalty and negative relationship between the quality of the product and customer loyalty