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

Faizul, Ayupp Dino (2020) The Relationship between Retail Marketing Mix and Customer’s Satisfaction in Muslim Women Apparel. Masters thesis, Universiti Malaysia Sarawak.

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Abstract

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.

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