Kuching customer loyalty towards local supermarket chain in Kuching

A Test of Customer Loyalty Effectiveness
By
Jee Teck Weng

This research aimed to test customers’ behavioral, attitudinal and composite loyalty with customers’ word of mouth, purchase intention, attitude towards brand and attitude towards products towards supermarkets in Kuching. This research is a one way causal study. It develops a quantitative measurement of customer loyalty with referring to different supermarket in Kuching as well as the factors or attributes that involved in the measurement of customer loyalty. The result of the research shows that customers that are loyal will show a positive relationship towards word of mouth, purchase intention, attitude towards brand and attitude towards product. It also shows that the measurement of composite loyalty is better than implement behavioral and attitudinal loyalty alone in measuring customer loyalty. The study provides in depth understanding for the local supermarket management on the importance of customer loyalty and in depth understanding on the measurement of loyalty attribute for practitioners.