Driving Brand Loyalty: An Analysis of Millennial Tech Preferences in Urban Malaysia

Abstract

This study addresses the increasing need to understand key drivers of customer satisfaction in highly competitive retail environments. Despite extensive research on service quality, product quality, and pricing, limited studies have examined the integrated effects of these factors within Malaysian brick-and-mortar retail settings. Therefore, this study aims to examine the influence of service quality, product quality, and price-saving orientation on customer satisfaction at AEON Bukit Tinggi, Malaysia. A quantitative research design was employed using a structured survey administered to 478 AEON customers. The collected data were analysed using descriptive statistics, Pearson correlation, and regression analysis. The results indicate that all three variables significantly and positively influence customer satisfaction (p < 0.001), with product quality emerging as the strongest predictor, followed by service quality and price-saving orientation. These findings support Expectation Disconfirmation Theory, suggesting that satisfaction increases when customer expectations regarding service, product value, and pricing are met or exceeded. The study concludes that an integrated strategy combining high service standards, superior product quality, and value-oriented pricing is essential for enhancing customer satisfaction and fostering customer loyalty in the retail sector.