Welcome to MEKEI

The mission of the MEKEI research institute is to use research and education to help transform the countries of the Middle East and North Africa to advanced, knowledge-based societies led by sustainable innovation and social advance.


Stay Connected & Follow us

1010 Avenue of the Moon, New York, NY 10018 US

Simply enter your keyword and we will help you find what you need.

What are you looking for?

  /  Exploring customer attachment behaviour to sustain the retail industry in Malaysia

Exploring customer attachment behaviour to sustain the retail industry in Malaysia

Purpose: The effectiveness of customer experience management to current market growth and perhaps business sustainability has drawn the attention of practitioners and academicians. This paper aims to address the gap by empirically investigating the effect of service encounter, trustworthy promotion and customer attachment behaviour with the moderating influence of customer emotional experience and commitment.
Design/methodology/approach: The study has used a survey approach with a self-administered questionnaire distributed in a retail storeintercept: a drop off and collect technique. A hypothesized model was developed, analyzed and tested rigorously using the structural equation modelling (SEM) procedure.
Findings: The findings reveal that customer emotional experience has positive significant effects on customer attachment behaviour, but not commitment. However, consumers in general will look for the trustworthiness of promotional activities when purchasing both local and international products.
Originality/value: The novelty of this study is the contribution of original knowledge through the development of new findings from a new invention, using the practical tool of comprehensive customer emotion experience, with new dimensions, scale and model. These findings have important implications for future research directions and management of the local or international retail industry.
Keywords: Customer experience management, Customer attachment behaviour, Commitment, Structural Equation Modelling, Retail industry
1450372136wpdm_Outlook Mohamed_Borhan.pdf
1450372136wpdm_Outlook Mohamed_Borhan.pdf