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p-Index From 2021 - 2026
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All Journal International Journal of Tourism and Hospitality in Asia Pasific International Journal of Accounting & Finance in Asia Pasific
Yong Yu Lee
Universiti Sains Malaysia
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Beauty Beyond Products: Exploring the Drivers of Customer Satisfaction in Malaysia’s Leading Health and Beauty Retailer Yong Yu Lee; Kun Peng Xia; Shi Ying Lee; Che Ying Lee; Huey Shan Lee; Wei Yin Lee; Yan Lin Lee; Varun Kumaran B; Anees Janee 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.v8i3.4213

Abstract

Drawing on service-dominant logic and the framework of stimulus-organism-response, our study investigates the mechanisms through which service attributes influence customer satisfaction in health and beauty retail. Analysis of survey data from 99 Watsons Malaysia customers reveals that staff behavior directly influences both perceived service quality and customer satisfaction, while service accessibility shapes satisfaction primarily through customer emotional responses and perceived service quality. The findings demonstrate the distinct pathways through which different service attributes contribute to satisfaction outcomes, with both cognitive and emotional responses playing crucial mediating roles. This study advances service management theory by illuminating the complex mechanisms underlying customer satisfaction formation and provides practical guidance for retail managers in designing effective service improvement initiatives. The results highlight the importance of considering both direct and indirect pathways when developing service enhancement strategies in health and beauty retail contexts.
From Bean to Brand: Decoding the Mechanisms of Trust and Engagement in Generation Z's Purchase Decisions Kun Peng Xia; Yong Yu Lee; Kong Miu Ling Kimberley; Mei Yee Kong; Su Hua Khor; Jia Xian Kong; Kirrthana A/P Ramachandran; Shravan Kumar; Anees Janee Ali; Daisy Mui Hung Kee
International Journal of Tourism and Hospitality in Asia Pasific Vol 8, No 1 (2025): February 2025
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v8i1.3836

Abstract

Focusing on Generation Z consumers in Malaysia, this study investigates the role of brand awareness in shaping customer loyalty and purchase intention for Starbucks. The research method involved a multi-stage sampling procedure targeting Generation Z consumers in Malaysia (born 1997–2012) with recent Starbucks purchase experiences, using a pretested online survey to collect 101 valid responses from urban centers like Kuala Lumpur, Penang, and Johor Bahru. The results reveal that brand awareness enhances customer loyalty and fosters brand trust development. The brand trust serves as a powerful catalyst for brand engagement and customer loyalty, while brand engagement emerges as a crucial driver of both loyalty formation and purchase intentions. Customer loyalty exhibits a positive influence on purchase intention. These findings advance brand relationship theory by demonstrating the sophisticated pathways through which brand awareness influences behavioral outcomes among Generation Z consumers, highlighting the crucial mediating roles of trust and engagement. This research contributes to brand management literature by offering a nuanced understanding of how brand relationships develop among digital-native consumers while providing practical guidance for companies seeking to strengthen customer relationships in increasingly competitive markets.
From Drive-Thru to Trust: The Impact of CSR and Social Media Advertising on Customer Retention in the QSR Sector Kun Peng Xia; Yong Yu Lee; Ann Xuan Khoo; Joanne Xing Yi Lim; Joey Wan Teng Low; Joey Rui Yu Then; Keerthana A/P Kalyselvan; Darshini J; A. J. Ali; Daisy Mui Hung Kee
International Journal of Tourism and Hospitality in Asia Pasific Vol 8, No 2 (2025): June 2025
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v8i2.4014

Abstract

As corporate social responsibility (CSR) and digital engagement become increasingly influential in shaping consumer behavior, brands must align with customer values while fostering meaningful connections. This study investigates how McDonald’s perceived CSR climate and social media advertising effectiveness impact customer retention, with brand value alignment and customer–organization relationships as mediating variables. Data were collected from 121 McDonald’s customers in Malaysia and analyzed using path analysis in R. The results indicate that CSR climate (? = -0.234, p 0.05) and social media advertising effectiveness (? = -0.050, p 0.05) do not directly influence retention. Instead, both factors positively affect brand value alignment (? = 0.536 and ? = 0.419, respectively; p 0.001), which subsequently enhances customer–organization relationships (? = 0.219, p 0.01) and, in turn, strongly drives customer retention (? = 0.828, p 0.001). The model explains 59% to 67% of the variance in key outcomes (R² = 0.590–0.672). This study offers a unified framework linking CSR and digital marketing to retention outcomes and provides practical insights for fast-food brands aiming to build loyalty through value-based and relational strategies in emerging markets.
Co-Authors A. J. Ali Anees Janee Ali Ann Xuan Khoo Che Ying Lee Daisy Mui Hung Kee Daisy Mui Hung Kee Darshini J Huey Shan Lee Jia Xian Kong Joanne Xing Yi Lim Joey Rui Yu Then Joey Wan Teng Low Keerthana A/P Kalyselvan Kirrthana A/P Ramachandran Kong Miu Ling Kimberley Kun Peng Xia Mei Yee Kong Shi Ying Lee Shravan Kumar Su Hua Khor Varun Kumaran B Wei Yin Lee Yan Lin Lee