Journal of Marketing Management

Empirical Evaluation of Customer Loyalty in Malaysian Retail Outlets
Muhammad Khalilur Rahman

Abstract
Customer loyalty is one of the important approaches for retailers to improve competitive edge. Despite the importance of customer loyalty, some of the retail stores have lack on service quality, product quality, price strategy as well as customer satisfaction whereas needs a comprehensive work to explain how customers develop loyalty to a particular store. This study aims to evaluate the retail customer loyalty from hypermarkets in Kuala Lumpur, Malaysia and sets out to determine what influence customers to shop continuous. A survey of 200 respondents was conducted and reliability test is measured to present the constructs whereas descriptive analysis and Pearson correlation is used to analyze the research questions. The overall findings confirm the importance of customer loyalty, need to upgrade strategic tool: customer service quality, product quality, price strategy, store attributes and customer satisfaction to remain competitive. These strategic goals may provide retailers with direction in strategy formulation and gaining competitive advantage.

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