A study on the relationship of customer satisfaction, trust and affective commitment on customer loyalty towards Modenas products / Aliaa Ahmad Fuzi

Customer loyalty is very important for an organization. This is because it can facilitate the selling and cross-selling to loyal customers. Loyal customers are already familiar with their favorite brands and more willing to try and explore suggestions and new products. In addition, a loyal customer is the free agents, 'ambassador' brand to help build any brand. This is because loyal customers are more likely to share their positive experience and make business recommendations to their friends. Loyal customers will also be honest reaction or opinion to ensure product quality. This research is conducted to study on the customer loyalty towards Motosikal dan Enjin Nasional Sdn. Bhd (MODENAS)’s products. The researcher want to identify whether there are any significant relationship on customer loyalty with customer satisfaction, trust and affective commitment. In this research, 128 respondents who used Modenas products were selected for this study. The sample sizes were conducted at Perda, Kepala Batas, Sungai Petani and Alor Setar. The respondents were asked to rate their evaluations of trust, satisfaction and affective commitment on Modenas products towards customer loyalty in form of questionnaires which were written in English language and Bahasa Melayu. Various data- analysis tools have been used to analyze the data such as frequency analysis, reliability analysis, Pearson’s Correlation and Multiple regression analysis. The result shown trust, satisfaction and affective commitment were found to be significantly relationship with customer loyalty besides also determine which variables give the strongest effect on the customer loyalty