S. R. Nikhashemi and L. Haj Paim and Ali Khatibi
The Role of Brand Loyalty in Generating Positive Word of Mouth among Malaysian Hypermarket Customers
1647 - 1652
2015
9
5
International Journal of Economics and Management Engineering
https://publications.waset.org/pdf/10001451
https://publications.waset.org/vol/101
World Academy of Science, Engineering and Technology
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 wordofmouth communication
(WOM). Selfadministered 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
communication.
Open Science Index 101, 2015