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Journal of Applied Sciences
  Year: 2014 | Volume: 14 | Issue: 6 | Page No.: 552-564
DOI: 10.3923/jas.2014.552.564
 
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Merging Repatronage Behavior Model (RBM) Towards Hypermarkets in Malaysia

Hossein Nezakati, Ang Siew Hui and Manoochehr Jofreh

Abstract:
This study aimed to extend the existing research on repatronage behavior of customers in retailing industry. Retailing industry has become one of the sectors contributing a lot to gross domestic products of Malaysia in recent years. This study tries to investigate the relationship between service quality and customer satisfaction and identify factors influencing the repatronage behavior of customer. Using Descriptive Analysis, Pearson Correlation, Multiple Regression Analysis, F-test and Reliability Analysis, Statistical Processing SPSS Version 18.0 was applied to analyze the data. Results of the analysis showed that customer satisfaction, perceived value for money and store image are positively and significantly related to repatronage behavior of customers in hypermarket context. Overall, customer satisfaction played a much more significant role in affecting the repatronage intention of the customers. Similarly, service quality was shown as a predictor of customer satisfaction.
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How to cite this article:

Hossein Nezakati, Ang Siew Hui and Manoochehr Jofreh, 2014. Merging Repatronage Behavior Model (RBM) Towards Hypermarkets in Malaysia. Journal of Applied Sciences, 14: 552-564.

DOI: 10.3923/jas.2014.552.564

URL: https://scialert.net/abstract/?doi=jas.2014.552.564

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