Brand experience, trust components, and customer loyalty: Sustainable Malaysian SME brands study
Small and medium enterprises (SMEs) have been competing for survival in the business arena among established organizations.Competitive food service business today requires a unique and lasting brand experience to capture customer loyalty.Despite that, earning customer trust is vital to ensure ongoin...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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Canadian Center of Science and Education
2015
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| Subjects: | |
| Online Access: | https://repo.uum.edu.my/id/eprint/17248/1/SSRN-id2677333.pdf |
| _version_ | 1825803843484516352 |
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| author | Ong, Chuan Huat Md. Salleh, Salniza Yusoff, Rushami Zien |
| author_facet | Ong, Chuan Huat Md. Salleh, Salniza Yusoff, Rushami Zien |
| author_sort | Ong, Chuan Huat |
| collection | UUM |
| description | Small and medium enterprises (SMEs) have been competing for survival in the business arena among established organizations.Competitive food service business today requires a unique and lasting brand experience to capture customer loyalty.Despite that, earning customer trust is vital to ensure ongoing revenue and profit for business sustainability.Due to the significance contribution from SMEs in the service sector to the nation economy, this study will examine the relationship between brand experience, trust dimensions (i.e. intentions and reliability),
and customer loyalty on sustainable SME brands in Malaysia.Data were collected from 220 customers through intercept survey method.The result from SmartPLS 2.0 analysis provides significant support for every direct path between brand experience, intentions, reliability, and brand loyalty. Meaningful insights from the result are provided for SME owner-managers at the discussion section. |
| first_indexed | 2024-07-04T06:04:36Z |
| format | Article |
| id | uum-17248 |
| institution | Universiti Utara Malaysia |
| language | English |
| last_indexed | 2024-07-04T06:04:36Z |
| publishDate | 2015 |
| publisher | Canadian Center of Science and Education |
| record_format | eprints |
| spelling | uum-172482017-09-20T05:46:49Z https://repo.uum.edu.my/id/eprint/17248/ Brand experience, trust components, and customer loyalty: Sustainable Malaysian SME brands study Ong, Chuan Huat Md. Salleh, Salniza Yusoff, Rushami Zien HB Economic Theory Small and medium enterprises (SMEs) have been competing for survival in the business arena among established organizations.Competitive food service business today requires a unique and lasting brand experience to capture customer loyalty.Despite that, earning customer trust is vital to ensure ongoing revenue and profit for business sustainability.Due to the significance contribution from SMEs in the service sector to the nation economy, this study will examine the relationship between brand experience, trust dimensions (i.e. intentions and reliability), and customer loyalty on sustainable SME brands in Malaysia.Data were collected from 220 customers through intercept survey method.The result from SmartPLS 2.0 analysis provides significant support for every direct path between brand experience, intentions, reliability, and brand loyalty. Meaningful insights from the result are provided for SME owner-managers at the discussion section. Canadian Center of Science and Education 2015 Article PeerReviewed application/pdf en cc_by https://repo.uum.edu.my/id/eprint/17248/1/SSRN-id2677333.pdf Ong, Chuan Huat and Md. Salleh, Salniza and Yusoff, Rushami Zien (2015) Brand experience, trust components, and customer loyalty: Sustainable Malaysian SME brands study. Asian Social Science, 11 (26). pp. 252-266. ISSN 1911-2017 http://doi.org/10.5539/ass.v11n26p252 doi:10.5539/ass.v11n26p252 doi:10.5539/ass.v11n26p252 |
| spellingShingle | HB Economic Theory Ong, Chuan Huat Md. Salleh, Salniza Yusoff, Rushami Zien Brand experience, trust components, and customer loyalty: Sustainable Malaysian SME brands study |
| title | Brand experience, trust components, and customer loyalty: Sustainable Malaysian SME brands study |
| title_full | Brand experience, trust components, and customer loyalty: Sustainable Malaysian SME brands study |
| title_fullStr | Brand experience, trust components, and customer loyalty: Sustainable Malaysian SME brands study |
| title_full_unstemmed | Brand experience, trust components, and customer loyalty: Sustainable Malaysian SME brands study |
| title_short | Brand experience, trust components, and customer loyalty: Sustainable Malaysian SME brands study |
| title_sort | brand experience trust components and customer loyalty sustainable malaysian sme brands study |
| topic | HB Economic Theory |
| url | https://repo.uum.edu.my/id/eprint/17248/1/SSRN-id2677333.pdf |
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