Article Per Year (5 Year)
p-Index From 2021 - 2026
0.408
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This Author published in this journals
All Journal Journal of the Community Development in Asia International Journal of Accounting & Finance in Asia Pasific
Lay Hong Tan
Universiti Sains Malaysia
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The Influence of Social Media Marketing on Brand Loyalty: Evidence from Malaysian Youth in the Ride-Hailing Sector Lay Hong Tan; Gai Sin Liem; Siti Nurul Alia Binti Salehuddin; Siti Nurul Izzati Binti Amirrullah; Kai Xuan Sok; Stephanie Jing E Yong; Su Jinghan; Anees Jane Ali; Daisy Mui Hung Kee
International Journal of Accounting and Finance in Asia Pasific (IJAFAP) Vol 8, No 3 (2025): October 2025
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijafap.v8i3.4217

Abstract

Grab, founded in 2012, is a leading multi-service platform in Southeast Asia that actively uses social media to build relationships and foster brand loyalty. This study investigates the influence of social media marketing on brand loyalty among Malaysian youth aged 15–40, emphasizing the mediating role of customer satisfaction. A quantitative approach was employed through an online survey of 119 respondents, and data were analyzed using regression analysis. Results show that brand trust (? = 0.376, p 0.001), perceived social media interaction quality (? = 0.192, p 0.05), and loyalty program engagement (? = 0.245, p 0.01) significantly influence customer satisfaction (R² = 0.608). Meanwhile, customer satisfaction (? = 0.717, p 0.001) and loyalty program engagement (? = 0.315, p 0.001) have significant positive effects on brand loyalty (R² = 0.635), whereas brand trust and social media interaction quality show no direct influence. These results confirm that customer satisfaction mediates the effects of trust, interaction quality, and loyalty program engagement on loyalty. The study concludes that loyalty programs and customer satisfaction are key drivers of sustained loyalty, highlighting the need for brands like Grab to strengthen personalized engagement and satisfaction-based strategies for young digital consumers.
From Order to Satisfaction: Examining Food, Service, and Value Drivers of Customer Satisfaction in the Fast-Food Industry Lay Hong Tan; Tek Yew Lew; Yee Ros Tan; Wan Ling Tan; Wei Chi Tan; Wei Len Tan; Yee Ling Tan; Anees Jane Ali; Daisy Mui Hung Kee
Journal of The Community Development in Asia Vol 8, No 3 (2025): September 2025
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/jcda.v8i3.4175

Abstract

Customer satisfaction is a critical determinant of competitiveness in the fast-food industry, even for global leaders like McDonald’s, which is widely recognized for efficiency, consistency, and strong branding. Despite its success, adapting to evolving customer expectations remains essential. This study aims to evaluate the factors influencing customer satisfaction at McDonald’s in Malaysia, focusing on food quality, service quality, pricing and value, product variety, and service method. A quantitative survey was conducted with 100 respondents using structured questionnaires. The findings indicate that customer satisfaction is most strongly influenced by service method (? = 0.449) and product variety (? = 0.279), while food quality, service quality, and pricing and value showed weaker effects and did not significantly predict satisfaction. The overall model explained 49% of the variance in customer satisfaction (R² = 0.492). These results highlight that customers place the greatest emphasis on convenience, efficiency, and diverse menu options. McDonald’s should therefore prioritize enhancing service delivery across dine-in, drive-thru, and self-service kiosks, while maintaining food quality and competitive pricing as baseline expectations. Overall, this study provides practical insights for improving customer satisfaction and offers strategic implications for fast-food chains in highly competitive markets
Co-Authors Anees Jane Ali Daisy Mui Hung Kee Gai Sin Liem Kai Xuan Sok Siti Nurul Alia Binti Salehuddin Siti Nurul Izzati Binti Amirrullah Stephanie Jing E Yong Su Jinghan Tek Yew Lew Wan Ling Tan Wei Chi Tan Wei Len Tan Yee Ling Tan Yee Ros Tan