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All Journal The South East Asian Journal of Management PROCEEDING INTERNATIONAL BUSINESS AND ECONOMICS CONFERENCE (IBEC)
Mokhtaruddin, Suraya Akmar
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Employee Rhetorical Sensitivity as a Mediator in the Relationship Between Customer Orientation and Customer Retention Mokhtaruddin, Suraya Akmar; Wel, Che Aniza Che; Khalid, Nor Rahimy
The South East Asian Journal of Management Vol. 13, No. 2
Publisher : UI Scholars Hub

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Abstract

Research Aims: The current study proposes to fill in the gap in customer orientation literature by focusing on the relationship between customer orientation, employee rhetorical sensitivity and customer retention from the customer perspective. Design/methodology/approach: The questionnaires were distributed at the KLIA and KLIA2 among experienced customer of travel agency, where the respondents were selected using convenience sampling. Research Findings: The finding indicates that customer orientation and employee rhetorical sensitivity has positively influence customer retention. Additionally, employee rhetorical sensitivity partially mediates the relationship between customer orientation and customer retention. Theoretical Contribution/Originality: Academically, this study contributes to the literature of customer orientation and rhetorical sensitivity. Managerial Implication in the South East Asian context: Practically, it will lead to better understanding of customer orientation as well as employee rhetorical sensitivity in enhancing travel agency’s services in Malaysia and South East Asian Country. Research limitation & implications: This study only focuses on customer orientation and employee rhetorical sensitivity as a predictor of customer orientation. It also employs a cross-sectional research design, which only measures the phenomenon once.
The Influence of Social Media Marketing on Brand Loyalty MOKHTARUDDIN, SURAYA AKMAR; KHALID, NOR RAHIMY; MOHD AZMI, MOHD RIZAL
PROCEEDING INTERNATIONAL BUSINESS AND ECONOMICS CONFERENCE (IBEC) Vol. 2 (2023): Regional Economics Development and Business Transformation in the Digital Era
Publisher : Sekolah Tinggi Ilmu Ekonomi Eka Prasetya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47663/ibec.v2i1.77

Abstract

Information technology advancement has given an impact to the customers experience in service as well as their relationship with the service provider. The flexibility of communication channels such as smartphones, social media, email, Facebook, twitter, and others in making it easier for firm to effectively deliver message to target customer. The impact of social media marketing on band loyalty has been widely studied by previous literature in various contexts. However, the empirical research from the apparel company context is still limited. Therefore, this conceptual paper is proposed to fill in the social media marketing literature by focusing on the relationship between social media marketing and brand loyalty from the customer perspective. Academically, this study contributes to the literature of social media marketing in business-to-customer context specifically from customer point of view and practically to the apparel company in comprehending social media marketing in enhancing brand loyalty in apparel industry
Co-Authors Khalid, Nor Rahimy MOHD AZMI, MOHD RIZAL Wel, Che Aniza Che