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You searched Library Catalogue - Subject: Document clustering.
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Call Number (WOU)
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SP CEMBA 2010
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Author
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Chay, Foo Soon
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Title
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What are the factors drive Malaysians to join and remain loyal in network marketing (NWM) industry? / Chay Foo Soon
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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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Notes
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Purpose: Studies on the Network Marketing (NWM) industry have noted its impressive
exponential growth in the past 30 years in terms of total volume of sales and number of
distributors involved. NWM as a service-oriented business practice was much viewed
suspiciously when it was first introduced. Every NWM company promise personal
freedom and financial independence, but many involved in NWM lose money or do not
make the kind of money that was promised. Despite this, millions of Malaysians continue
to involve in various NWM businesses. The study is to investigate into what drive people
to join in Network Marketing, meanwhile, it is merit to explore the critical factors that
encourage existing direct sellers to remain loyal in business. This study also seeks to
explore current market condition, the social –cultural factors and NWM practices, and
identify practical and theoretical gaps in this sector.
Research Methodology: This study deploys cross-sectional survey questionnaire method
integrating both quantitative and qualitative techniques, is based on descriptive
exploratory research approach. The questionnaires were distributed to respondents from
ABC direct selling company. The questionnaire consists of items of job characteristics,
x
job satisfaction, organizational commitment and leadership. Three group of focus group
discussion were carried out which contains of sponsor-recruit dyads. The main of focus
group discussion is to further understand the critical factors why people join and remain
loyal in network marketing industry. It reveals the NWM attractiveness and sustaining
power in a fast changing marketing environment, such that theoretical and practical gaps
are identified. Also, it attempt to generalize and conceptualize the dominating motivating
factors for the proliferation of the NWM sector in Malaysia landscape.
Finding: The study concluded that the main motivating factors that Malaysians are
enthusiastic in joining the network marketing with the desire to earn high income. The
initial low investment and a wide range of quality products become the major reasons
people sign up a distributorship with a direct selling company. Furthermore, it is found
that network marketing distributors continue involve in direct selling primarily of job
satisfaction. These non-financial factors such as participation, feedback, autonomy,
responsibility, enhancing self-esteem and self-growth have increased their willingness to
stay with the organization. Moreover, organizational commitments – affective, normative
and continuance commitments were identified being a critical factor people remain loyal
in direct selling. Lastly, the sponsors’ servant leadership has contributed the retention of
their recruit in network marketing aren.
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Publisher/Year
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Penang : School of Business and Administration, Wawasan Open University, 2010
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Physical Description
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65 p.; 30 cm.
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Subject
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Wawasan Open University -- Dissertations
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