IMPROVING TRADITIONAL MARKET CUSTOMER LOYALTY (REVISIT CONSUMER BEHAVIOUR MODEL USING CONSUMER EXPERIENCE)
AbstractThe main purpose of this study is to explore any dimension from traditional market consumerâ€™s experiences that could affect their behaviour. The variables included in this study are experience quality, perceived value, visitorâ€™s satisfaction, and customer loyalty. This study divided into two phases: exploring any indicators that construct the experience quality of traditional marketâ€™s customer using Exploratory Factor Analysis, and analysing the relationship between the variables on the model. In the first phase, the data was collected by doing a Focus Discussion Group that consist of six to nine traditional marketâ€™s customers. The data for the second phase was collected by questionnaire on 250 traditional marketâ€™s customer. This study found there are seven indicators that could construct the experience quality of traditional marketâ€™s customer, however the experience quality is found to have no significant effect toward customer loyalty. In addition perceived value and visitorâ€™s satisfaction is proved to have significant effect toward customer loyalty, thus these two variables could fully mediate the relationship between experience quality and customer loyalty.
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