%0 Journal Article
	%A S. R. Nikhashemi and  L. Haj Paim and  Ali Khatibi
	%D 2015
	%J International Journal of Economics and Management Engineering
	%B World Academy of Science, Engineering and Technology
	%I Open Science Index 101, 2015
	%T The Role of Brand Loyalty in Generating Positive Word of Mouth among Malaysian Hypermarket Customers
	%U https://publications.waset.org/pdf/10001451
	%V 101
	%X Structural Equation Modeling (SEM) was used to test
a hypothesized model explaining Malaysian hypermarket customers’
perceptions of brand trust (BT), customer perceived value (CPV) and
perceived service quality (PSQ) on building their brand loyalty
(CBL) and generating positive word-of-mouth communication
(WOM). Self-administered questionnaires were used to collect data
from 374 Malaysian hypermarket customers from Mydin, Tesco,
Aeon Big and Giant in Kuala Lumpur, a metropolitan city of
Malaysia. The data strongly supported the model exhibiting that BT,
CPV and PSQ are prerequisite factors in building customer brand
loyalty, while PSQ has the strongest effect on prediction of customer
brand loyalty compared to other factors. Besides, the present study
suggests the effect of the aforementioned factors via customer brand
loyalty strongly contributes to generate positive word of mouth
	%P 1647 - 1652