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Assessing Customer Emotion Product Relationship and Customer Retention Towards Halal Cosmetic Products

Author

Listed:
  • Bee Li Yeo

    (Faculty of Accountancy, Tunku Abdul Rahman University College, Malaysia Author-2-Name: Rozita Naina Mohamed Author-2-Workplace-Name: Faculty of Business and Management, Universiti Technologi Mara, Shah Alam, Selangor, Malaysia)

Abstract

" Objective - Retailers today have acknowledged that incorporating great customer emotionproduct relationship can lead to total customer retention. In this paper an overview of the existing literature on customer emotion is provided before it is examined for the creation of customer emotion product relationship from a holistic perspective. Methodology/Technique - A conceptual model which discusses the determinants of customer emotion towards Halal cosmetic products is provided. This is then followed by taking an explicit dynamic view of the importance of the retail service quality and Halal advertising, factors that can influence customer emotion and customer retention. Data collection was based on 414 sets of questionnaires which were distributed to Malaysian consumers. The PLS-SEM analysis was used to identify the relationships between retail service quality and Halal advertising, customer emotion and customer retention. Findings � Relations were found between retail service quality, customer emotion product relationship and customer retention of Malaysian customers for Halal cosmetic products. Novelty - The findings of this study provided some insights to managers in future strategy planning by identifying the important factors affecting customer emotion product relationship and customer retention."

Suggested Citation

  • Bee Li Yeo, 2016. "Assessing Customer Emotion Product Relationship and Customer Retention Towards Halal Cosmetic Products ," GATR Journals jmmr113, Global Academy of Training and Research (GATR) Enterprise.
    • Handle: RePEc:gtr:gatrjs:jmmr113
    as

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    References listed on IDEAS

    as
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    More about this item

    Keywords

    Halal Cosmetics; Retail Service Quality; Halal Advertising; Customer Emotion Product Relationship; Customer Retention;
    All these keywords.

    JEL classification:

    • M11 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Production Management
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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