The impact of servicescape towards repatronage intentions among Generation Y in shopping malls in Bandaraya Melaka / Muhammad Faiz Mustafa

Mustafa, Muhammad Faiz (2016) The impact of servicescape towards repatronage intentions among Generation Y in shopping malls in Bandaraya Melaka / Muhammad Faiz Mustafa. [Student Project] (Unpublished)


The title of this study is “The Impact of Servicescape towards Repatronage Intentions among Generation Y in shopping malls at Bandaraya Melaka”. The first purpose of this study is to determine the current level of repatronage intentions among Generation Y towards shopping mall in Bandaraya Melaka. There are four independent variables involved in this study which are Social Dimension, Interior Display, Interior Facilities and Exterior Facilities. In order to complete this study, hypothesis are constructed and focused on the objective to determine whether there are significant relationships between those independent variables with repatronage intentions. A total 152 people have participated in this study as respondents. The methodology used for the study is primary data collection. For primary data collection, the researcher used the method of questionnaires to obtained information from respondents of result. The reliability rest, regression analysis, descriptive testing and Pearson’s correlation coefficient testing were used for data analysis. From correlation testing, the result shows the entire variable which are social dimension, interior display, interior facilities and exterior facilities have a moderate relationship with repatronage intentions. There are clearly shown that all of the hypotheses are supported. Inside the previous couple of years, online networking has turned into an inexorably mainstream medium for brand and shopper engagement. "The intuitive way of online networking (its capacity to build up discussions among people, firms in groups of merchants and clients, and include clients in substance era and worth creation) has energized experts with its capability to better serve clients and fulfil their necessities" (Sashi, 2012, p. 254). For quite a long time, advertising and showcasing experts have utilized diverse mediums to give client benefit and advance items. Online networking has cultivated the development of trusting connections amongst customer and brand, making it an inexorably imperative medium to use with a specific end goal to boost brand faithfulness.
The researcher doing this exploration to perceive how the online networking can give an effect to the brand dependability. Since, the rise of neighbourhood business visionary, for example, D'herbs, Sendayu Tinggi, Vida Beauty, Nouvelles Visages and numerous more made excessively numerous beautifying agents and healthy skin item sold in Malaysia. In this manner, they have to rival worldwide brand. Corrective has turned into a typical and prominent classification among youthful and grown-up individuals these days. This is on account of individuals now more worry about their look. In this globalization time, business visionary can take these chances to expand their image faithfulness through online networking.


Item Type: Student Project
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Mustafa, Muhammad Faiz
Subjects: H Social Sciences > HF Commerce > Consumer satisfaction
H Social Sciences > HF Commerce > Shopping centers. Shopping malls
Divisions: Universiti Teknologi MARA, Melaka > Bandaraya Melaka Campus > Faculty of Business and Management
Programme: Bachelor of Business Administration (Hons) Marketing (BA240)
Keywords: Repatronage intentions; Shopping malls; Generation Y
Date: 2016
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