The Relationship between Retail Marketing Mix and Customer’s Satisfaction in Muslim Women Apparel

Customer loyalty has always be the primary goal for any business organization which includes Muslim women apparel retailer. Customer satisfaction plays an important role in triggering customer loyalty. This study examined a comprehensive theoretical framework adopted from renowned marketing scholars...

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Main Author:	Faizul, Ayupp Dino
Format:	Thesis
Language:	English
Published:	2020
Subjects:	HB Economic Theory
Online Access:	http://ir.unimas.my/id/eprint/33137/1/Faizul%20ft.pdf
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id	my-unimas-ir.33137
record_format	uketd_dc
spelling	my-unimas-ir.331372024-02-19T06:45:54Z The Relationship between Retail Marketing Mix and Customer’s Satisfaction in Muslim Women Apparel 2020 Faizul, Ayupp Dino HB Economic Theory HD28 Management. Industrial Management Customer loyalty has always be the primary goal for any business organization which includes Muslim women apparel retailer. Customer satisfaction plays an important role in triggering customer loyalty. This study examined a comprehensive theoretical framework adopted from renowned marketing scholars in an attempt to understand the how customer satisfaction can be gained through effective retail marketing mix strategies. This study tested all nine elements of retail marketing mix in order to measure the effect of each element in influencing customer satisfaction. Apart from that various factors influencing consumer buying behaviour being measured to assess mediating effect that each factor might have over the relationship between elements of marketing mix and customer satisfaction. A total of 300 completed self-administered questionnaires have been distributed in three major cities in Sarawak namely Kuching, Sibu and Miri to obtain data for analysis purposes. The data obtained from respondents responses through the questionnaires are analyzed by using SEM via AMOS software. The usage of AMOS software enable the data to be analyzed even faster than using SPSS alone as the reliability and validity tests as well as model goodness of fit can be done simultaneously from the comprehensive output generated from the data once the model has been run. From the data analysis, the finding have proven that majority of the hypotheses are supported. As expected retail marketing mix elements such as merchandise offered by the retailer, store ambience, customer service, price, communication and store image have shown significant direct effect on customer satisfaction. However, in contrary elements like store location, personal selling and sales incentives offered by the retailers of Muslimah apparel did not have significant effect over customer loyalty. Meanwhile, cultural, social and personal factors have proven to have significant mediating effect on relationship between retail marketing mix and customer satisfaction. However, there is no mediating effect occur from psychological factor. The findings also proving that customer satisfaction have significant effect on customer loyalty. Basically the findings indicate that all objectives of this study have been successfully achieved. Universiti Malaysia Sarawak 2020 Thesis http://ir.unimas.my/id/eprint/33137/ http://ir.unimas.my/id/eprint/33137/1/Faizul%20ft.pdf text en validuser masters Universiti Malaysia Sarawak Faculty of Economics and Business
institution	Universiti Malaysia Sarawak
collection	UNIMAS Institutional Repository
language	English
topic	HB Economic Theory HB Economic Theory
spellingShingle	HB Economic Theory HB Economic Theory Faizul, Ayupp Dino The Relationship between Retail Marketing Mix and Customer’s Satisfaction in Muslim Women Apparel
description	Customer loyalty has always be the primary goal for any business organization which includes Muslim women apparel retailer. Customer satisfaction plays an important role in triggering customer loyalty. This study examined a comprehensive theoretical framework adopted from renowned marketing scholars in an attempt to understand the how customer satisfaction can be gained through effective retail marketing mix strategies. This study tested all nine elements of retail marketing mix in order to measure the effect of each element in influencing customer satisfaction. Apart from that various factors influencing consumer buying behaviour being measured to assess mediating effect that each factor might have over the relationship between elements of marketing mix and customer satisfaction. A total of 300 completed self-administered questionnaires have been distributed in three major cities in Sarawak namely Kuching, Sibu and Miri to obtain data for analysis purposes. The data obtained from respondents responses through the questionnaires are analyzed by using SEM via AMOS software. The usage of AMOS software enable the data to be analyzed even faster than using SPSS alone as the reliability and validity tests as well as model goodness of fit can be done simultaneously from the comprehensive output generated from the data once the model has been run. From the data analysis, the finding have proven that majority of the hypotheses are supported. As expected retail marketing mix elements such as merchandise offered by the retailer, store ambience, customer service, price, communication and store image have shown significant direct effect on customer satisfaction. However, in contrary elements like store location, personal selling and sales incentives offered by the retailers of Muslimah apparel did not have significant effect over customer loyalty. Meanwhile, cultural, social and personal factors have proven to have significant mediating effect on relationship between retail marketing mix and customer satisfaction. However, there is no mediating effect occur from psychological factor. The findings also proving that customer satisfaction have significant effect on customer loyalty. Basically the findings indicate that all objectives of this study have been successfully achieved.
format	Thesis
qualification_level	Master's degree
author	Faizul, Ayupp Dino
author_facet	Faizul, Ayupp Dino
author_sort	Faizul, Ayupp Dino
title	The Relationship between Retail Marketing Mix and Customer’s Satisfaction in Muslim Women Apparel
title_short	The Relationship between Retail Marketing Mix and Customer’s Satisfaction in Muslim Women Apparel
title_full	The Relationship between Retail Marketing Mix and Customer’s Satisfaction in Muslim Women Apparel
title_fullStr	The Relationship between Retail Marketing Mix and Customer’s Satisfaction in Muslim Women Apparel
title_full_unstemmed	The Relationship between Retail Marketing Mix and Customer’s Satisfaction in Muslim Women Apparel
title_sort	relationship between retail marketing mix and customer’s satisfaction in muslim women apparel
granting_institution	Universiti Malaysia Sarawak
granting_department	Faculty of Economics and Business
publishDate	2020
url	http://ir.unimas.my/id/eprint/33137/1/Faizul%20ft.pdf
_version_	1794023018395074560

The Relationship between Retail Marketing Mix and Customer’s Satisfaction in Muslim Women Apparel

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