Determinants towards Customer Loyalty in the Retail Industry among Private University

Authors

  • Alfiza Qamalinaz Ahmad Department of Management and Law, Faculty of Business Management and Professional Studies, Management and Science University, 40000 Shah Alam, Selangor, Malaysia
  • Nuratiqah Zulkurnain Department of Management and Law, Faculty of Business Management and Professional Studies, Management and Science University, 40000 Shah Alam, Selangor, Malaysia
  • Jogeswari Ramamoorthy Department of Management and Law, Faculty of Business Management and Professional Studies, Management and Science University, 40000 Shah Alam, Selangor, Malaysia
  • Yuhanis Abdul Jamal Department of Management and Law, Faculty of Business Management and Professional Studies, Management and Science University, 40000 Shah Alam, Selangor, Malaysia
  • Parimela Devi Ramayah Department of Management and Law, Faculty of Business Management and Professional Studies, Management and Science University, 40000 Shah Alam, Selangor, Malaysia
  • Mughaneswari Sahadevan Department of Management and Law, Faculty of Business Management and Professional Studies, Management and Science University, 40000 Shah Alam, Selangor, Malaysia

Keywords:

Customer loyalty, service quality, customer satisfaction, brand image, retail industry, consumer behavior

Abstract

In the competitive Malaysian retail landscape, this study investigates the primary determinants of customer loyalty among the student population of Private University students. Employing a quantitative design, data were collected from 377 students via structured survey questionnaires and analyzed using SPSS. The findings reveal that service quality, customer satisfaction, and brand image are all significant positive determinants of customer loyalty. Notably, service quality emerged as the most influential predictor, accounting for 27.3% of the variance in customer loyalty (R² = 0.273), while customer satisfaction (R² = 0.111) and brand image (R² = 0.090) also showed significant, albeit more moderate, contributions. These results provide actionable insights for retailers, underscoring that prioritizing superior service experiences is the most effective strategy for building lasting customer retention. The study’s implications align with Sustainable Development Goals (SDGs) by promoting sustainable economic practices (SDG 8), encouraging innovation in retail infrastructures (SDG 9), and fostering more responsible consumption patterns through optimized supply chains (SDG 12). Future research is recommended to explore the impact of cross-channel retailing shopping experiences to further understand long-term customer loyalty in the evolving retail environment.

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Published

2026-06-20

Issue

Vol. 6 No. 1: June (2026)

Section

Articles