Page 39 - MARSIUM'21 COMP OF PAPER

FACTORS INFLUENCING CUSTOMER LOYALTY OF MOBILE

ELECTRONICS STORES: CASE STUDY OF ONLY U MOBILE ENTERPRISE

Ker Jie Ming, Zuraidah Binti Sulaiman

Sekolah Perniagaan Antarabangsa Azman Hashim, Universiti Teknologi Malaysia, Johor Bahru

*Corresponding author: j.ming@graduate.utm.my , zuraidahs@utm.my

Abstract

Nowadays, mobile electronics store has experienced a tremendous expansion due to the rapid changing

technology in recent year. The expansion of mobile electronics stores will bring the intense competition
in today’s business and it is a basic requirement for companies to build and maintain good relationships

with customers in order to achieve customer loyalty and prevent customer from switching to other
companies. It is one of the reason that customer relationship marketing becomes more crucial nowadays.

The purpose of this research is to investigate the factors influencing customer loyalty of mobile electronics
stores including store environment, service quality and price. This study adopted the quantitative research

approach through google form questionnaire to gather data from the respondents. Respondents were

selected from individuals who have a purchases experience on Only U Mobile Enterprise. The target
population for this study is a 135 respondents. The sampling technique in this study adopts the non-

probability sampling technique which refers to purposive sampling. All the collected data will analyze
using SPSS software. This findings found that price is the most important factor and have positive

significant influence customer loyalty. Contrary to the store environment and service quality that did not
significant influence customer loyalty. This research gives useful insight to the Only U Mobile Enterprise

to adopt the proposed intervention to increase customer loyalty.

Keywords: Store environment, Service quality, Price, Customer loyalty

17