Shopping motivation and its important on customer loyalty

• Main Author: Lim, Yen Sia
• Format: Final Year Project Report
• Language: English
• Published: Universiti Malaysia Sarawak, (UNIMAS) 2011
• Subjects: HJ Public Finance; HM Sociology
• Online Access: http://ir.unimas.my/id/eprint/6435/3/LIM%20full.pdf; http://ir.unimas.my/id/eprint/6435/

The main purpose of this research is to investigate the relationship between shopping motivation and customer loyalty. Shopping motivation will be measured by five dimensions that are shopping experience, merchandise, shopping mall attribute, after sale services, and social cue. Besides that, employee services will examine as moderator that influence relationship between shopping motivation and customer loyalty. The total of 200 questionnaires will be distributed throughout Malaysia in order to analyze consumer perception toward the current market. The research methodology will be conducting using SPSS version 17 and Partial Least Square 2.0 (PLS) to analyze data collected from respondents. The main limitations are that the sample size of this research may not generalize population in Malaysia and the process of data collection will limit by time and cost as well. The finding of this study can help managers to understand which elements are considered important by consumers. It is believed that customer loyalty will increase if the malls they visit frequently had met their needs and wants. In addition, managers that able to implement niche strategies in mall based on consumer-orientation is able to create sustainable competitive advantages compare to their competitors.