Ong, Chuan Huat and Md. Salleh, Salniza and Yusoff, Rushami Zien (2015) Brand experience, trust components, and customer loyalty: Sustainable Malaysian SME brands study. Asian Social Science, 11 (26). pp. 252-266. ISSN 1911-2017

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Abstract

Small and medium enterprises (SMEs) have been competing for survival in the business arena among established organizations.Competitive food service business today requires a unique and lasting brand experience to capture customer loyalty.Despite that, earning customer trust is vital to ensure ongoing revenue and profit for business sustainability.Due to the significance contribution from SMEs in the service sector to the nation economy, this study will examine the relationship between brand experience, trust dimensions (i.e. intentions and reliability), and customer loyalty on sustainable SME brands in Malaysia.Data were collected from 220 customers through intercept survey method.The result from SmartPLS 2.0 analysis provides significant support for every direct path between brand experience, intentions, reliability, and brand loyalty. Meaningful insights from the result are provided for SME owner-managers at the discussion section.

Item Type:	Article
Uncontrolled Keywords:	brand loyalty, brand experience, brand trust, SME brands, food service industry
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	School of Business Management
Depositing User:	Dr. Salniza Md. Salleh
Date Deposited:	24 Feb 2016 01:22
Last Modified:	20 Sep 2017 05:46
URI:	https://repo.uum.edu.my/id/eprint/17248

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