The mediating effect of customer inspiration between market orientation, satisfaction and loyalty among Proton users

The purpose of this study was to investigate the mediating effect of customer inspirationbetween customer-defined market orientation, customer satisfaction and customer loyalty amongPROTON users. The study was quantitative in nature. A Total of 357 responses was collected throughrandom sampling from...

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Main Author:	Mustafa Rehman Khan
Format:	thesis
Language:	eng
Published:	2020
Subjects:	HF Commerce
Online Access:	https://ir.upsi.edu.my/detailsg.php?det=6439
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institution	Universiti Pendidikan Sultan Idris
collection	UPSI Digital Repository
language	eng
topic	HF Commerce
spellingShingle	HF Commerce Mustafa Rehman Khan The mediating effect of customer inspiration between market orientation, satisfaction and loyalty among Proton users
description	The purpose of this study was to investigate the mediating effect of customer inspirationbetween customer-defined market orientation, customer satisfaction and customer loyalty amongPROTON users. The study was quantitative in nature. A Total of 357 responses was collected throughrandom sampling from respondents who were users of PROTON automobile in Malaysia. Resource BasedTheory (RBT) was used to explain the effect of customer-defined market orientation on customersatisfaction and customer loyalty, with mediator customer inspiration. Partial Least Square (PLS)technique was used to test the proposed research model. Results revealed that customersatisfaction (R = 0.412) and customer loyalty (R = 0.578) are directly influenced bycustomer-defined market orientation and customer inspiration. The study reportedsignificant factors customer orientation ( = 0.1955, t = 2.7731), competitor orientation ( =0.1841, t = 2.3567) and inter-functional coordination ( = 0.1322, t = 2.3281) which effectcustomer satisfaction. The study also identified significant factors customer orientation ( =0.3255, t = 3.4389), competitor orientation ( = 0.1289, t = 2.1120) and inter-functionalcoordination ( =0.1267, t = 2.6454) which effect customer loyalty. Further, results reveal that customerinspiration partially mediate the effect between customer orientation (VAF = 0.3960),competitor orientation (VAF = 0.3191) and inter-functional coordination (VAF = 0.3114)to customer satisfaction. The results also report that the customer inspirationpartiallymediate the effect between customer orientation (VAF = 0.3273), competitor orientation(VAF = 0.4185) and inter-functional coordination to customer loyalty (VAF = 0.3683). Inconclusion, results showed that customer-defined market orientation and customerinspiration perform a significant role in mediating customer satisfaction and customerloyalty. Hence, business organizations need to focus on customer-defined marketorientation and customer inspiration to satisfy their customer and gain their loyalty.Inimplication, business organizations should focus on customer satisfaction and customerloyalty by reinforcing market orientation and customer inspiration.
format	thesis
qualification_name
qualification_level	Master's degree
author	Mustafa Rehman Khan
author_facet	Mustafa Rehman Khan
author_sort	Mustafa Rehman Khan
title	The mediating effect of customer inspiration between market orientation, satisfaction and loyalty among Proton users
title_short	The mediating effect of customer inspiration between market orientation, satisfaction and loyalty among Proton users
title_full	The mediating effect of customer inspiration between market orientation, satisfaction and loyalty among Proton users
title_fullStr	The mediating effect of customer inspiration between market orientation, satisfaction and loyalty among Proton users
title_full_unstemmed	The mediating effect of customer inspiration between market orientation, satisfaction and loyalty among Proton users
title_sort	mediating effect of customer inspiration between market orientation, satisfaction and loyalty among proton users
granting_institution	Universiti Pendidikan Sultan Idris
granting_department	Fakulti Pengurusan dan Ekonomi
publishDate	2020
url	https://ir.upsi.edu.my/detailsg.php?det=6439
_version_	1747833264631971840
spelling	oai:ir.upsi.edu.my:64392021-11-16 The mediating effect of customer inspiration between market orientation, satisfaction and loyalty among Proton users 2020 Mustafa Rehman Khan HF Commerce The purpose of this study was to investigate the mediating effect of customer inspirationbetween customer-defined market orientation, customer satisfaction and customer loyalty amongPROTON users. The study was quantitative in nature. A Total of 357 responses was collected throughrandom sampling from respondents who were users of PROTON automobile in Malaysia. Resource BasedTheory (RBT) was used to explain the effect of customer-defined market orientation on customersatisfaction and customer loyalty, with mediator customer inspiration. Partial Least Square (PLS)technique was used to test the proposed research model. Results revealed that customersatisfaction (R = 0.412) and customer loyalty (R = 0.578) are directly influenced bycustomer-defined market orientation and customer inspiration. The study reportedsignificant factors customer orientation ( = 0.1955, t = 2.7731), competitor orientation ( =0.1841, t = 2.3567) and inter-functional coordination ( = 0.1322, t = 2.3281) which effectcustomer satisfaction. The study also identified significant factors customer orientation ( =0.3255, t = 3.4389), competitor orientation ( = 0.1289, t = 2.1120) and inter-functionalcoordination ( =0.1267, t = 2.6454) which effect customer loyalty. Further, results reveal that customerinspiration partially mediate the effect between customer orientation (VAF = 0.3960),competitor orientation (VAF = 0.3191) and inter-functional coordination (VAF = 0.3114)to customer satisfaction. The results also report that the customer inspirationpartiallymediate the effect between customer orientation (VAF = 0.3273), competitor orientation(VAF = 0.4185) and inter-functional coordination to customer loyalty (VAF = 0.3683). Inconclusion, results showed that customer-defined market orientation and customerinspiration perform a significant role in mediating customer satisfaction and customerloyalty. Hence, business organizations need to focus on customer-defined marketorientation and customer inspiration to satisfy their customer and gain their loyalty.Inimplication, business organizations should focus on customer satisfaction and customerloyalty by reinforcing market orientation and customer inspiration. 2020 thesis https://ir.upsi.edu.my/detailsg.php?det=6439 https://ir.upsi.edu.my/detailsg.php?det=6439 text eng closedAccess Masters Universiti Pendidikan Sultan Idris Fakulti Pengurusan dan Ekonomi Abdullah, R. (2006). Business Response to the Regional Demands and Opportunity: A Study of Malaysian Automobile Industry. Global Issues and Challenges in Business and Economics organized by Department of Management and Marketing at Corus Paradise Resort, Port Dickson, 13(12), 2006-15.Ahmed, Z. 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