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H1: There is significant relationship No p = <.05 (β = .0074,
between store environment and
customer loyalty on mobile p = .405)
electronics stores.
RO1: To identify the
relationships of store
environment, service quality H2: There is significant relationship p = <.05 (β = .172,
and price with customer loyalty between service quality and customer No
toward Only U Mobile loyalty on mobile electronics stores. p = .064)
Enterprise

H3: There is significant relationship p = <.05 (β = .445,
between price and customer loyalty Yes p = .000)
on mobile electronics stores
Research Objective Result

RO2: To investigate the most important factor influencing customer
loyalty toward Only U Mobile Enterprise. Price (β = .445, p < .000)

RO3: To explore whether loyalty program improve the level of customer Significant difference between pre and post
loyalty toward Only U Mobile Enterprise. intervention

Table 4.8: Summary of Findings

⬛ 5.0 DISCUSSION AND CONCLUSION

This chapter includes a deliberate discussion on the findings derived from the previous chapter. Each discussion is carried out
to achieve the objectives of this research as mention at Chapter 1. The argument in the discussion will be based on literature
review in Chapter 2. Other than that, this chapter will also conclude the whole study. Lastly, several suggestions will be
discussed for further research related to this study.

5.1 Hypothesis Discussion

The following sections describe the multiple regression results for each hypothesis. In short, if there is a significant
relationship with the dependent variable in customer loyalty, there is a significant relationship among the independent variables
of store environment, service quality and price.

5.2.1 H1: There is significant relationship between store environment and customer loyalty on Only U Mobile
Enterprise.

Support to Hypothesis Results

(Supported or Not Supported)
Not Supported Sig. : p>0.05 : 0.405

ß value = 0.074
Table 5.1: Result of Hypothesis 1

Unexpectedly, result table 5.1 show that H1 is rejected since there is no significant relationship between store
environment and customer loyalty toward Only U Mobile Enterprise. The result (β = 0.074, sig = 0.405) indicate that store
environment is not positively linked to the level of customer loyalty toward Only U Mobile Enterprise. The finding indicates

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