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The specific objectives was listed based on the statement research question:

RO1: To identify the relationships of store environment, service quality and price with customer loyalty toward Only U
Mobile Enterprise

RO2: To investigate the most important factor influencing customer loyalty toward Only U Mobile Enterprise.

RO3: To explore whether loyalty program improve the level of customer loyalty toward Only U Mobile Enterprise.

⬛ 2.0 RESEARCH CONTEXT AND RESEARCH MODEL

2.1 Customer Loyalty

In today's commercial world, consumer loyalty is given a lot of thought and attention. Marketing's traditional role has
been to win customers and customer retention was not a priority. The majority of businesses lose their clients before or during
the repurchase decision due to owing to bad service. It demonstrates that a large number of customers are dissatisfied with the
company will looking for other alternatives. According to Johnson and Gustafsson (2006), many firms have evolved from
focusing on quality to focusing on customer happiness to focusing on customer loyalty as a panacea of the day over the last
two decades. According to Mei-Lien and Green (2010), customer loyalty is a “deep-seated desire to repurchase or patronise a
chosen product in the future, despite situational impact and marketing activities having the ability to trigger switching behaviour
and referrals to friends and associates”. Customer loyalty refers to a customer's favourable or negative feelings about a company
and its products and services. It is significant since a devoted customer will contribute to the company in the long run. As a
result, customer loyalty is largely determined by a provider's ability to retain consumers and persuade them to suggest its goods
and services to others.

2.2 Customer Relationship Management (CRM)

CRM is a customer relationship management method that allows companies to create and manage long-term connections
with their customers (Mojtaba, 2009). Customer Relationship Management (CRM) is the practise of improving the quality of
a company's relationship with its customers through enhancing customer satisfaction. It can be done by determining customers'
perceptions of a specific product or service supplied by a seller, trader, or supporting service that makes them loyal. According
to Lukas (2011), CRM success is driven by three primary factors: processes, people, and technology. A process is a system and
procedure that enables a company to better understand and relate to its customers. Human resources, as CRM organisers, play
a critical role that must be considered, including organisational structure, roles and responsibilities, company culture, and
procedure, while technology can serve as a supporting device to help the CRM process run more smoothly.
CRM is a technique that uses efficient management systems and customer-focused techniques to help companies create
long-term connections with customers and increase profitability. Customer relationship management (CRM) is a customer-
focused marketing activity that collects and manages customer information in order to better serve customers in the present and
future. CRM is a strategic marketing method for predicting, understanding, and managing consumer demand.

2.3 Research Model and Hypothesis

2.3.1 Store Environment (SE)

The physical atmosphere of a store, such as music, lighting, store layout, and goods placement, is a key part of marketing
(Hu & Jasper 2006; Wang & Ha 2011). Baker (1986) argued that the arrangement of the retail atmosphere may have a unique
emotional impact on customers, increasing their likelihood of making more purchases. Environmental influences are divided
into three groups which is ambient cues, design cues, and social cues. The components in the surroundings that influence a
customer's mood, such as temperature, music, and light, are known as ambient cues. Design cues, such as style, layout, and
architecture, are observable characteristics that attract customers. Social cues are customer-employee interactions that have a
substantial impact on customer perceptions of the store. Research believe that

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