Rational or Emotional? An Examination of Customer Loyalty in B2B Packaged Food Retail Setting

Phang Ing @ Grace and Yee, Sheng Sim (2020) Rational or Emotional? An Examination of Customer Loyalty in B2B Packaged Food Retail Setting. Asian Journal of Business Research, 10 (1). pp. 1-28. ISSN 2463-4522

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This study aims to examine the contributing rational and emotional transactionspecific characteristics to customer loyalty dimensions, namely repurchase intention and positive words of mouth (WoM); as well as the mediation role of customer satisfaction among the buyers of packaged food retail outlets. A total of 221 responses were collected from the food retail businesses using purposive sampling method. The results demonstrated only four significant contributing factors to customer satisfaction, namely product quality, price perception, brand image and manufacturing country’s product image among the eight factors examined; with product quality and price perception played the most important roles. Proxys of a satisfied customers can be used to predict both behavioural and attitudinal loyalty. The study expands on existing literature by presenting the results of an empirical study addressing the uniqueness of the Malaysian packaged food retail market and how the transaction specific characteristics influence satisfaction and loyalty.

Item Type: Article
Keyword: Transaction-specific Characteristics, Customer Loyalty, Customer Satisfaction, B2B, Packaged Food Retail, Repurchase Intention, WoM
Subjects: H Social Sciences > HB Economic theory. Demography
H Social Sciences > HC Economic history and conditions
Department: FACULTY > Faculty of Business, Economics and Accounting
Date Deposited: 24 Jul 2020 09:45
Last Modified: 24 Jul 2020 09:45
URI: https://eprints.ums.edu.my/id/eprint/25701

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