Examining the Association Between Consumer Satisfaction, Complain Handling and Loyalty Programs with Consumer Loyalty Towards Hypermarket in Batu Pahat, Johor, Malaysia

Abstract

The objective of this study is to investigate the association between complain handling, loyalty program and consumer satisfaction with consumer loyalty. This study employed a cross-sectional design and used a self-administered questionnaire and collected quantitative data from 100 AEON BIG consumers from Batu Pahat, Johor, Malaysia. Findings of this study noted that product complain handling, loyalty program and consumer satisfaction have a significant positive association with consumer loyalty. In order to reach its full potential and gain competitive advantages, hypermarkets in Malaysia should therefor focus on developing a proper complain handling system and promote loyalty program in order to build consumer loyalty, which eventually lead to higher sales and profit for the hypermarkets.
Key words: Satisfaction; Complain handling; Loyalty programs;Consumer loyalty; Hypermarket; Malaysia