Factors Affecting Customer Loyalty of Automotive Lubricant Products E-Commerce Platform in Malaysia

Nor Azlan Saidon, S. K. Piaralal (), V. S. Rethina, Nor Munira Mahmood and Wan Nurshaida Othman
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Nor Azlan Saidon: Open University Malaysia
S. K. Piaralal: Open University Malaysia
V. S. Rethina: Open University Malaysia
Nor Munira Mahmood: Open University Malaysia
Wan Nurshaida Othman: Open University Malaysia

A chapter in Proceedings of the 5th Open Society Conference (OSC 2023), 2023, pp 152-165 from Springer

Abstract: Abstract This paper investigates the factors affecting customer loyalty of Malaysia’s automotive lubricant product’s e-commerce platform within the context of VUCA (Volatility, Uncertainty, Complexity, and Ambiguity) elements in the market, including the impact of COVID-19 and internet penetrations on customer preferences. Regardless of the industry, it is very important for the growth of any business to identify service process quality, service result quality, service recovery quality, and customer engagement as the prime determinants of consumer loyalty, especially in a VUCA environment characterized by rapid changes, unpredictable market dynamics, and complex consumer behaviors. This study adopts a quantitative approach, and the survey uses a total of 274 respondents as a sampling population who are used to purchasing automotive lubricant products from e-commerce. This research uses JASP (version 0.17.1) as a statistical tool for data analysis. Few statistical analysis methods have been adopted to construct a model of analysis. This study’s insights can serve as a roadmap for automotive lubricant companies operating in the e-commerce domain to navigate the VUCA environment successfully. By implementing the research’s recommendations, businesses can enhance customer loyalty, build brand advocacy, and ultimately achieve sustainable competitive advantage in the marketplace.

Keywords: E-commerce Platform of Automotive Lubricant; E-service Quality; Customer Loyalty; Customer Engagement (search for similar items in EconPapers)
Date: 2023
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DOI: 10.2991/978-94-6463-290-3_14

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