INTRODUCTION | 4 pages

By Goh Guan Gan, Lye Chun Teck, Yeo Sook Fern, Mohammad Tariqul Islam Khan

Chapter 1 | 34 pages

Customer Loyalty in the Fashion Industry: Can Customers Stay Loyal in the Fast Fashion Era?

By Muhammad Redzuan Syazni bin Shariff, Lim Ying San and Ng Tuan Hock

Abstract – Fast fashion trends make the consumers have more options to choose from when purchasing fashion products. This phenomenon created very intense competition in the fashion industry. Nowadays, the fashion industry’s success depends a lot on consumer loyalty towards the fashion brand. Brand loyalty is the consumer’s emotionally charged choice to purchase a specific brand repeatedly. This study looked into the factors affecting customer loyalty towards fashion brands. The factors included brand awareness, satisfaction, emotional attachment, product quality, and sales promotions. The study investigated 200 respondents in Malaysia by using an online questionnaire. The study results indicated that satisfaction, emotional attachment, and product quality are going to affect consumer loyalty. However, brand awareness and sales promotion will not. The explanation of the result is included in the study to justify the outcome of the study. The research’s implication is included in the study to assist the managers in the fashion industry for their marketing planning.

Cite this chapter as:

Shariff, M. R. S., Lim, Y. S., & Ng, T. H. (2022). Customer loyalty in the fashion industry: Can customers stay loyal in the fast fashion era?. In G. G. G. Goh, C. T. Lye, S. F. Yeo & M. I. T. Islam (Eds.), Issues in contemporary business (pp. 5-38). MMU Press.

Chapter 2 | 27 pages

Customer Satisfaction Determinants towards Hotel Services in Melaka

By Anushia Chelvarayan [0000-0003-3750-6120], Vissharll Ravendaran and Yeo Sook Fern [0000-0002-8060-5872]

Abstract – Customer satisfaction has been identified as a dominant element in the performance of a corporate entity. This study is to give a clear understanding on the determinants of customer satisfaction towards hotel services in Melaka. Hospitality, a powerful market force, has a high-impact on the tourism industry, which contributes directly and indirectly to the maintenance of hotel services. Price, Hotel Image, Service Quality, and Promotion directly impact customer satisfaction towards hotel services. A total of 150 respondents who were hotel customers participated in this research. Convenience sampling was used to select the samples, and respondents completed the questionnaire using a Google form and paper and pencil interviewing method. The questionnaire’s questions were created using a nominal scale and a five-point Likert scale. Descriptive analysis, reliability analysis, and multiple regression analysis were used to analyse the data in this study. The information and data gathered in this study will be extremely helpful to the tourism industry and policymakers, as we will be able to gauge and understand the factors that influence customer satisfaction, particularly among tourists who use hotel services in Melaka as profits are generated through the satisfaction of customer needs and wants.

Cite this chapter as:

Chelvarayan, A., Ravendaran, V., & Yeo S. F. (2022). Customer satisfaction determinants towards hotel services in Melaka. In G. G. G. Goh, C. T. Lye, S. F. Yeo & M. I. T. Islam (Eds.), Issues in contemporary business (pp. 39-63). MMU Press.

Chapter 3 | 23 pages

Job embeddedness, Employee Resilience, Employee Voice, Employee Silence and Turnover Intention among Manufacturers’ Employees in Malaysia

By Cheah Chew Sze, Wong Pei Yee and Yeow Jian Ai [0000-0003-2231-9576]

Abstract – In a rapidly developing modern society, the issue of employee turnover has become the main concern for all employers. The turnover intention has proven to have a direct link to the actual turnover rate, and it causes various negative impacts on the industries. The objective of this study is to investigate the individual factors influencing turnover intention among employees in the manufacturing sector. Employee resilience, silence, voice, and job embeddedness are the proposed predictors to influence turnover intention in this research. A total of 130 respondents from manufacturing firms located in Johor Bahru have completed the online questionnaire using Google form link and the collected data was analysed using SPSS software. The results show employee silence and job embeddedness significantly influence turnover intention. The study is able to explore the personal factors of turnover intention among the employees in the manufacturing sector and the practical implications of these results are also discussed.

Cite this chapter as:

Cheah, C. S., Wong, P. Y., & Yeow, J. A. (2022). Job embeddedness, employee resilience, employee voice, employee silence and turnover intention among manufacturers’ employees in Malaysia. In G. G. G. Goh, C. T. Lye, S. F. Yeo & M. I. T. Islam (Eds.), Issues in contemporary business (pp. 65-87). MMU Press.

Chapter 4 | 26 pages

Education Loan Repayment Intention among Undergraduates in Malaysia

By Lim Kah Boon [0000-0002-8346-9482], Yeo Sook Fern [0000-0002-8060-5872] and Seah Qiao Ying

Abstract – An educational loan is a loan to help students pay for higher education costs such as tuition fees, books and living expenses. Educational loans are given in order to let the students enter an academic institution and obtain an academic degree. The Malaysian government has adopted measures to provide educational loans which are PTPTN that can reduce the financial burden of those who have financial difficulties. However, the education loan repayment has become a serious issue among the loan borrowers due to several reasons. Hence, the main objective of this study is to examine the factors affecting loan repayment intention among undergraduates in Malaysia. The four independent variables which include in this study are students’ attitude, media awareness, parental influence, and perceived quality. A total of 202 respondents have answered a set of self-administered questionnaires and data collected are used to examine the hypothesis testing of this study. Based on the findings of this research, there are 3 of predicted factors students’ attitude, perceived quality and parental influence were significantly affecting the undergraduates’ intention to repay an educational loan in Malaysia while the media awareness were not significant affect the undergraduates’ intention to repay an educational loan in Malaysia In general, overall results showed that all of the Malaysian who are undergraduates which were targeted in this research had the different perception towards the factor that will affect their intention to repay educational loan.

Cite this chapter as:

Lim, K. H., Yeo, S. F., & Seah, Q. Y. (2022). Education loan repayment intention among undergraduates in Malaysia. In G. G. G. Goh, C. T. Lye, S. F. Yeo & M. I. T. Islam (Eds.), Issues in contemporary business (pp. 89-114). MMU Press.

Chapter 5 | 21 pages

Business Students’ Perception of E-commerce Adoption Issues: The Fear to Conduct Business Online

By Yeow Jian Ai [0000-0003-2231-9576], Teng Yee An, Cheah Chew Sze and Tai Hen Toong

Abstract – E-commerce or electronic commerce is a growing trend. It has been growing rapidly in most of the developed countries and some developing countries are still trying to track the steps of the developed countries in doing online businesses. There are courses, programs, and activities to encourage SMEs to go online via social media, but some SMEs owners are still reluctant to go online. The obstacles that they faced could make them fear to move on. There could be several reasons such as cultural perspectives, cost of maintaining a website, literacy level on computer knowledge, different target market and security issues that impact the acceptance of e-commerce. This study intends to find out the reasons for business students who are potential online entrepreneurs rejecting or fear to move towards e-commerce. The research questions and research objectives are being constructed. This study uses a survey questionnaire via snowball sampling. A total of 200 respondents in Malaysia. Data is then analysed, and results are formed to prove the relationship between the dependent variable (fear of involvement in e-commerce) and independent variables (distrust, cost of e-business, target market, culture, and low literacy level). Data has been collected via a survey questionnaire and the respondents are mainly business students. The cost, culture, and literacy level are the main cause of potential business owners to move online and this study helps the new start-up to be prepared for e-commerce challenges. 

Cite this chapter as:

Yeoh, J. A., Teng, Y. A., Cheah, C. S., & Tai, H. T. (2022). Business students’ perception of e-commerce adoption issues: The fear to conduct business online. In G. G. G. Goh, C. T. Lye, S. F. Yeo & M. I. T. Islam (Eds.), Issues in contemporary business (pp. 115-135). MMU Press.

Chapter 6 | 28 pages

Understanding Purchase Intention of University Students: A Case on Mobile Advertising

By Goh Mei Ling, Tan Seng Huat, Elaine Ang Hwee Chin and Yeo Sook Fern [0000-0002-8060-5872]

Abstract – Mobile technology improvement is a worldwide phenomenon and the growth in use of mobile devices has positively contributed to the growth of m-advertising. The emerging trend has changed the traditional method of advertising. Mobile advertising has redefined the marketing communications between marketers and advertisers and consumers. This study aims to investigate the determinants of university students’ mobile advertising purchase intention. A total of 296 respondents were recruited using convenience sampling. Data collected was analysed based on Structural Equation Modeling (SEM) using SmartPLS software. The attitude, social norms, perceived behavioural control and perceived value were examined whether these variables are responsible to explain the university students’ purchase intention towards m-advertising. The findings reveal that three out of four sub-hypotheses, which are the variables of attitude, social norms, and perceived value, are supported with an R2 value of 49.1%. This study adds to the understanding of behavioural intention towards mobile advertising and practical implications on m-advertising and marketing.

Cite this chapter as:

Goh, M. L., Tan, S. H., Ang, E. H. C., & Yeo, S. F. (2022). Understanding purchase intention of university students: A case on mobile advertising. In G. G. G. Goh, C. T. Lye, S. F. Yeo & M. I. T. Islam (Eds.), Issues in contemporary business (pp. 137-164). MMU Press.