The effect of advertising on customer loyalty: A study in Malaysian apparel industries


Bekheir Nia, Neginsadat (2013) The effect of advertising on customer loyalty: A study in Malaysian apparel industries. Masters thesis, Multimedia University.

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This study evaluated the role of advertising to create customer loyalty in the apparel industry. In the first step, the nature of advertising was assessed and significant factors that influence its impact in the market place. In the next steps, this study indicated the importance of customer satisfaction and customer empowerment in the success of companies and finally presented the role of customer loyalty to enhance companies’ profitability. Obtained results showed responses of 150 customers’ opinions in four shopping centers in Malaysia. Customers were selected by random method. The most important reason to choose this topic was lack of attention to a combination of these topics in the success of business by previous researchers. Results analysed by multiple regression method to examine existing hypothesis and find some correct ways to enhance the companies’ performance in the apparel market. All the hypotheses were accepted.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce
Divisions: Faculty of Management (FOM) > MBA Programme
Depositing User: Ms Nurul Iqtiani Ahmad
Date Deposited: 20 Jun 2013 00:34
Last Modified: 20 Jun 2013 00:34


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