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You searched Library Catalogue - Professional reference series (Carmel, Ind.)
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Call Number (WOU)
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SP CEMBA 2018 56
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Author
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Tan, Kok Liang
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Title
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Factors influencing customers’ retention towards traditional hypermarkets in Penang. / Tan Kok Liang.
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Abstract
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As the advancement of technology increases, the flourishing of e-commerce threatened the existence of traditional hypermarkets in Penang. The convenience of online shopping and the increased efficiency of logistics, purchasers may receive the product that they purchase within days. More and more people are moving towards online shopping and away from traditional hypermarkets. This will cause the hypermarkets’ business to deteriorate. This research will show how traditional hypermarkets’ business should change in this digital era to enable them to retain their existing customers. It is important that hypermarkets in Penang are able to survive and strive. This is because if they were to close down, it would affect the livelihood of their employees and thus affecting the economy of Malaysia as well. In order to be able to retain customers, traditional hypermarket in Penang would need to understand their customers and their needs. A few independent variables have been identified that will influence customers’ retention by hypermarkets. The independent variables are product price, corporate brand image, service quality, product quality and physical environment. The population of Penang Island are approximately 722,300 people. Our research will take a sample of that population. Cross sectional design and sampling by way of convenience is used for this research. A total of 200 questionnaires are distributed to people from various parts of Penang Island. Self-administrative questionnaires were used in data collection. There were only 77 returned respondents to the questionnaires but 1 was not usable as the questionnaire was incomplete. The rest of the 123 questionnaires sent were not returned or replied. The response rate of usable questionnaires was 38%. From the research, 72.4% of the respondents have the tendency for online shopping. This shows that more and more people are purchasing online instead of going to the traditional hypermarkets. For the demographics of customers who have the highest tendency to shop online are from age group between 31 years to 40 years which represents 45.5% of the total respondents. Only those in the age group of 61 years of age and above do not have the tendency to shop online. The research also shows that all identified independent variables have positive correlation with customer retention. Traditional markets need to develop new marketing strategies to encourage customer retention based the results of this survey. This is to enable
hypermarkets to stay profitable and relevant in the future
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Notes
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Final project report submitted in partial fulfilment of the requirements for the Degree of Master of Business Administration (CeMBA).
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Publisher/Year
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Penang : School of Business and Administration, Wawasan Open University, 2018.
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Subject
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Electric commerce -- Malaysia.
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