The mediating effect of customer inspiration between market orientation, satisfaction and loyalty among Proton users
The purpose of this study was to investigate the mediating effect of customer inspirationbetween customer-defined market orientation, customer satisfaction and customer loyalty amongPROTON users. The study was quantitative in nature. A Total of 357 responses was collected throughrandom sampling from...
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| Format: | thesis |
| Language: | eng |
| Published: |
2020
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| Subjects: | |
| Online Access: | https://ir.upsi.edu.my/detailsg.php?det=6439 |
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| Summary: | The purpose of this study was to investigate the mediating effect of customer inspirationbetween customer-defined market orientation, customer satisfaction and customer loyalty amongPROTON users. The study was quantitative in nature. A Total of 357 responses was collected throughrandom sampling from respondents who were users of PROTON automobile in Malaysia. Resource BasedTheory (RBT) was used to explain the effect of customer-defined market orientation on customersatisfaction and customer loyalty, with mediator customer inspiration. Partial Least Square (PLS)technique was used to test the proposed research model. Results revealed that customersatisfaction (R = 0.412) and customer loyalty (R = 0.578) are directly influenced bycustomer-defined market orientation and customer inspiration. The study reportedsignificant factors customer orientation ( = 0.1955, t = 2.7731), competitor orientation ( =0.1841, t = 2.3567) and inter-functional coordination ( = 0.1322, t = 2.3281) which effectcustomer satisfaction. The study also identified significant factors customer orientation ( =0.3255, t = 3.4389), competitor orientation ( = 0.1289, t = 2.1120) and inter-functionalcoordination ( =0.1267, t = 2.6454) which effect customer loyalty. Further, results reveal that customerinspiration partially mediate the effect between customer orientation (VAF = 0.3960),competitor orientation (VAF = 0.3191) and inter-functional coordination (VAF = 0.3114)to customer satisfaction. The results also report that the customer inspirationpartiallymediate the effect between customer orientation (VAF = 0.3273), competitor orientation(VAF = 0.4185) and inter-functional coordination to customer loyalty (VAF = 0.3683). Inconclusion, results showed that customer-defined market orientation and customerinspiration perform a significant role in mediating customer satisfaction and customerloyalty. Hence, business organizations need to focus on customer-defined marketorientation and customer inspiration to satisfy their customer and gain their loyalty.Inimplication, business organizations should focus on customer satisfaction and customerloyalty by reinforcing market orientation and customer inspiration. |
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