PERHUBUNGAN DI ANTARA IMEJ KEDAI DENGAN KEPUASAN, PERAKUAN, DAN KESETIAAN PELANGGAN TERHADAP RANGKAIAN PERUNCIT: SATU KAJIAN EMPIRIKAL
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1 PERHUBUNGAN DI ANTARA IMEJ KEDAI DENGAN KEPUASAN, PERAKUAN, DAN KESETIAAN PELANGGAN TERHADAP RANGKAIAN PERUNCIT: SATU KAJIAN EMPIRIKAL NG HUN -THONG - UNIVERSITI UTARA MALAYSIA 2000
2 PERHUBUNGAN DI ANTARA IMEJ KEDAI DENGAN KEPUASAN, PERAKUAN, DAN KESETIAAN PELANGGAN TERHADAP RANGKAIAN PERUNCIT : SATU KAJIAN EMPIRIKAL. Projek sarjana ini diserahkan kepada Sekolah Siswazah untuk memenuhi sebahagian daripada keperluan pengajian ljazah Sarjana Sains (Pengurusan), Universiti Utara Malaysia. Oleh NG HUN CHONG Hakcipta terpelihara Ng Hun Chong, 2000
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5 ABSTRAK Tujuan kajian ini adalah untuk mengenalpasti perhubungan di antara imej kedai dengan kepuasan, perakuan, dan kesetiaan pelanggan terhadap rangkaian peruncit. Proses globalisasi dan liberalisasi perdagangan serta persaingan yang semakin sengit dalam industri peruncitan telah mencetuskan keperluan kajian ini supaya pemahaman dan pengurusan industri ini oleh usahawan tempatan akan lebih mantap dan berdaya saing. Kajian ini menggunakan teknik soal selidik untuk mendapatkan maklumat. Sampel terdiri daripada 300 orang pelanggan sebenar dari dua buah kedai rangkaian Bata Marketing Sdn. Bhd. Sebanyak tiga hipotesis dan dua sub hipotesis telah diuji menggunakan analisis korelasi koeffisien Pearson. Hasil kajian mendapati wujud perhubungan yang signifikan secara statistik antara imej kedai dan kepuasan serta perakuan pelanggan tetapi pada tahap yang sederhana kuat. Analisis korelasi juga menunjukkan wujud perhubungan antara imej kedai dan kesetiaan pelanggan berdasarkan kedua-dua konsep perlakuan dan sikap. Bagaimanapun, berdasarkan nilai korelasi koeffisien Pearson, didapati korelasi antara imej kedai dan kesetiaan pelanggan berdasarkan konsep sikap adalah lebih kuat berbanding korelasi yang berdasarkan konsep perlakuan. Ini bererti pelanggan yang menyatakan keinginan mengulangi langganan tidak semestinya akan berbuat demikian. Dapatan kajian ini sangat berguna kepada industri peruncitan untuk membina imej kedai yang lebih berdaya saing serta mencetuskan kesetiaan pelanggan. Bagaimanapun, kajian ini akan lebih signifikan sekiranya perbandingan di kalangan kedai-kedai pesaing dalam industri yang serupa dapat dijalankan. ii
6 ABSTRACT The primary objective of this study is to empirically determine the relationship between chain stores images and customers satisfaction, recommendation and loyalties. Trade liberalization and increased competition among retailers have created the need for such research in order to produce better and competitive local entrepreneurs. This research was done through survey method using structured questionnaire. Total sample of 300 customers were randomly selected from two Bata Marketing Sdn. Bhd. chain stores. For the purpose of testing the validity of the hypotheses, Pearson correlation coefficient was used for all the variables. Three hypotheses and two sub-hypotheses were formulated to be tested for this study. The results show that store images are significantly related to customers satisfaction and recommendation but at a moderate level. The results also prove that there are significant relation between store images and loyalties for both behavioral (actual purchase) and attitudinal (purchase intentions) components. Some how, value of Pearson correlation coefficient shows that relation between store image and loyalties by the component of purchase intention is higher than the actual purchase. This shows that intention to purchase doesn t necessary become actual purchase. Finally, the finding of this research would become useful information for the retailers in their repositioning strategies to improve or change their image. It would also be a tool to build store loyalty among its customers.... III
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(4 the undersigned, certib that)
~~ Sekolah Siswazah (Graduate School) Universiti Utara Malaysia PERAKUAN KERJA KERTAS PROJEK (Certification of Project, Paper) Saya, yang bertandatangan, memperakukan bahawa (4 the undersigned, certib
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