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Type :thesis
Subject :HF Commerce
Main Author :Mustafa Rehman Khan
Title :The mediating effect of customer inspiration between market orientation, satisfaction and loyalty among Proton users
Place of Production :Tanjong Malim
Publisher :Fakulti Pengurusan dan Ekonomi
Year of Publication :2020
Corporate Name :Universiti Pendidikan Sultan Idris
PDF Guest :Click to view PDF file

Abstract : Universiti Pendidikan Sultan Idris
The purpose of this study was to investigate the mediating effect of customer inspiration between customer-defined market orientation, customer satisfaction and customer loyalty among  PROTON users. The study was quantitative in nature. A Total of 357 responses was collected through  random sampling from respondents who were users of PROTON automobile in Malaysia. Resource Based  Theory (RBT) was used to explain the effect of customer-defined market orientation on customer  satisfaction and customer loyalty, with mediator customer inspiration. Partial Least Square (PLS)  technique was used to test the proposed  research  model.  Results  revealed  that  customer   satisfaction  (R² =  0.412)  and customer  loyalty  (R² =  0.578)  are  directly  influenced  by   customer-defined  market orientation  and  customer  inspiration.  The  study  reported   significant  factors  customer orientation (β = 0.1955, t = 2.7731), competitor orientation (β =  0.1841, t = 2.3567) and inter-functional coordination (β = 0.1322, t = 2.3281) which effect  customer satisfaction. The study also identified significant factors customer orientation (β =  0.3255, t = 3.4389), competitor  orientation  (β  =  0.1289,  t  =  2.1120)  and  inter-functional   coordination  (β  =  0.1267, t = 2.6454) which effect customer loyalty. Further, results reveal that customer  inspiration  partially  mediate  the  effect  between  customer  orientation  (VAF  =  0.3960),  competitor orientation (VAF = 0.3191) and inter-functional coordination (VAF = 0.3114)  to  customer  satisfaction.  The  results  also  report  that  the  customer  inspiration   partially  mediate the effect between customer orientation (VAF = 0.3273), competitor orientation  (VAF = 0.4185) and inter-functional coordination to customer loyalty (VAF = 0.3683). In  conclusion,   results   showed   that   customer-defined   market   orientation   and   customer  inspiration  perform  a  significant  role  in  mediating  customer  satisfaction  and  customer  loyalty.   Hence,   business   organizations   need   to   focus   on   customer-defined   market  orientation  and  customer  inspiration  to  satisfy their  customer  and  gain  their  loyalty.   In  implication, business organizations should focus on customer satisfaction and customer loyalty by reinforcing market orientation and customer inspiration.  

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