Assessing Customer Emotion Product Relationship and Customer Retention Towards Halal Cosmetic Products

Bee Li Yeo ()
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Bee Li Yeo: Faculty of Accountancy, Tunku Abdul Rahman University College, Malaysia Author-2-Name: Rozita Naina Mohamed Author-2-Workplace-Name: Faculty of Business and Management, Universiti Technologi Mara, Shah Alam, Selangor, Malaysia

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Abstract: " Objective - Retailers today have acknowledged that incorporating great customer emotionproduct relationship can lead to total customer retention. In this paper an overview of the existing literature on customer emotion is provided before it is examined for the creation of customer emotion product relationship from a holistic perspective. Methodology/Technique - A conceptual model which discusses the determinants of customer emotion towards Halal cosmetic products is provided. This is then followed by taking an explicit dynamic view of the importance of the retail service quality and Halal advertising, factors that can influence customer emotion and customer retention. Data collection was based on 414 sets of questionnaires which were distributed to Malaysian consumers. The PLS-SEM analysis was used to identify the relationships between retail service quality and Halal advertising, customer emotion and customer retention. Findings � Relations were found between retail service quality, customer emotion product relationship and customer retention of Malaysian customers for Halal cosmetic products. Novelty - The findings of this study provided some insights to managers in future strategy planning by identifying the important factors affecting customer emotion product relationship and customer retention."

Keywords: Halal Cosmetics; Retail Service Quality; Halal Advertising; Customer Emotion Product Relationship; Customer Retention (search for similar items in EconPapers)
JEL-codes: M11 M31 (search for similar items in EconPapers)
Pages: 9
Date: 2016-12-21
New Economics Papers: this item is included in nep-mkt and nep-sea
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Published in Journal of Management and Marketing Review, Volume 1, Issue 1

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