عنوان انگلیسی مقاله:

The Relationship Between Marketing Mix And Customer Loyalty In Hijab Industry: The Mediating Effect Of Customer Satisfaction

ترجمه عنوان مقاله: رابطه آمیخته بازاریابی و وفاداری مشتری در صنعت حجاب : نقش واسط رضایت مشتری

رشته: بازاریابی

سال انتشار: 2016

تعداد صفحات مقاله انگلیسی: 6 صفحه

منبع: الزویر و ساینس دایرکت

نوع فایل: pdf

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چکیده مقاله

In today’s business market, there are so many new entrants in the same industry, selling and providing the same products and services. Therefore, business providers need to compete with one another in order to survive in the industry as there are so many competitors. Business providers need to focus on the customers’ needs and preferences to maintain and retain the long term relationship. In order to make customer satisfied, business providers must know the elements in the marketing mix that they need to practice in order to attract customers especially through their buying behaviour. Thus, the objective of this study is to examine the relationship between marketing mix and customer loyalty, and the mediating effect of customer satisfaction in hijab industry. The study setting focused on female customers who are wearing and buying any hijab products at Shah Alam outlets.
Questionnaires adapted from prior studies were distributed and 234 usable questionnaires were collected from this study. It is expected that findings from this study will contribute to the existing literature to both theoretical and managerial approaches in order to better understand the pattern of the marketing mix, customer satisfaction and customer loyalty, especially in hijab industry settings.

Keywords: Customer satisfaction; customer loyalty; Hijab industry; marketing mix

مقدمه انگلیسی مقاله

The business market is growing rapidly and becoming more competitive as there are many similar products and services delivered in the same market (Aisha, 2013). With the rapid growth of the new entrants in the business market, switching behaviour among customers was high and organisations have to increase efforts in order to retain their customers (Alden, 2012). Demands on a scarf or hijab have been rapidly raised in the industry; Muslim females have the inclination to buy several of the brands of hijab in the market to complement their attires (Ahmed, 2012).
Hijab providers would want to consider the designs, patterns, fabrics, colours, labels, and brands, whether in physical shop or through online to attract its customers. Therefore, the businesses need to compete with one another in order to stand out from other competitors and to survive in the industry (Aisha, 2013). Thus, knowledge on this topic can help business providers in hijab and the fashion industry to maximise returns, prevent customer’s remorse and diversify their products in order to develop customers’ satisfaction that influence the customers to continue doing business and become loyal customers.

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