Factors influencing customer loyalty towards MILO products / Ena Suhaila Abas

Abas, Ena Suhaila (2008) Factors influencing customer loyalty towards MILO products / Ena Suhaila Abas. [Student Project] (Unpublished)


The cost of selling to new customers is higher than the cost of selling to existing customers. Therefore, it is important for the company to foster customer loyalty in order to create long-term relationship and repurchasing decisions. In this study, customer loyalty towards MILO products becomes a major topic to be discussed. Factors such as product quality, corporate image, trust and customer switching cost have been identified in order to investigate whether or not these factors have significant relationship with customer loyalty. Later to determine the level of customer loyalty and the most influence factors towards MILO products. The survey is conducted at Tesco Klang, Giant Klang, Jusco Bukit Tinggi Klang and One Utama Shopping Center in Petaling Jaya. The sample size for this study is 80 customers who are using MILO products. Data obtained using primary data. Respondents are required to answer the questionnaires that include the statements regarding factors influencing customer loyalty towards MILO products. Once the necessary data has been collected, the data will be analyzed and summarized in a readable and easily interpretable form. The Statistical Package for the Social Science (SPSS) version 12.0 has been used to summarize the data. The results are in the form of reliability testing, frequency, cross tabulation and multiple regressions.



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