Volume 11, January 2019

Factors That Influence Brand Loyalty Among Smartphone Users In Klang Valley [3 – 22]
Low En Yu,      Andrew Ng Boon Aun

Full Text | Abstract

    This research aimed to study and examine on the factors influencing brand loyalty among the smartphone users in KlangValley. The smartphone industry has entered into a fierce competition where smartphone manufacturers are required to constantly produce creative technological innovation and ideal marketing strategies to win consumers’ trust and gain brand loyalty. However, it is difficult to gain brand loyalty nowadays as there are plenty of alternatives in the marketplace. Therefore, it would be fascinating to conduct this research in analysing smartphone users’ behaviour as Klang Valley is considered as a fast-moving economic hub in Malaysia as it has higher density as compared to the other states. Convenient sampling method was adopted in this research and the questionnaire was distributed via online google form. A total of 391 responses were used for data analysis. Correlation analysis revealed that there was significant positive relationship between the factors and brand loyalty. As for regression analysis, it indicated that there is only one factor –customer satisfaction appeared to have significant influence towards brand loyalty.

    Investigating Student’s Cognizance In Utilising Course Syllabus Information Booklet In Their Learning Process [23 – 36]
    Vijayan Venggadasallam,      Muhd Iqbal Makmur

    Full Text | Abstract

      It is a norm for misalignment between students and educators in understanding objective of the learning outcomes and its application upon completion of the module. The insignificant enforcement or standard to emphasize its delivery to students have created a different understanding among students. In Malaysia, the higher education has vastly adapted quality assurance mechanisms in its programme design, module content, course delivery and assessment and evaluation methods. A wide range of learning activities and pedagogical methods has evolved in this contemporary and virtual education system Therefore, it is important for educators to equip with preliminary guidelines for the students in preparation on their time management and learning process. The purpose of this study is to investigate the student awareness in utilising their course syllabus information. The study was conducted in few private institutions whereby the students are required to utilize their course syllabus to understand their learning scope. The outcomes of this study indicate that students are well aware of the important of course syllabus which exhibit a better learning effectiveness. However, students seem to be acclimatized to the hypothesized information and instructional guide. This may suggest educator to re-look into information arrangement and simplified massage.


    Does Social Work Education Prevent Unwanted Pregnancy Among Teenagers’ In Colleges? [37 – 51]
    Dileep Kumar M.,      Srota Pandya,     Chung Jee Fenn

    Full Text | Abstract

      Education has the keen role in social as well as sexual health. Educational institutions which ensure sexual education as part of their curriculum has better impact on the behavior of adolescents in their social role orientations. To investigate the role of social work education, study was conducted linking the student’s attitude towards unintended adolescent pregnancy, with the support of theory of planned behavior viz., attitude, subjective norm and perceived behavioral control among students of social work institutions in Bangalore, Karnataka. The study followed quantitative cross sectional study design with PLS SEM application to confirm the relationship between the variable selected for the study. The result and implication provided better insight in to social work education and student’s attitude towards unintended adolescent pregnancy, during their teenage.

    Consumer Food-Choice Behaviour Model [52 – 68]
    Dileep Kumar M.,      Normala S Govindarajo,      Chung Jee Fenn

    Full Text | Abstract

      International festivals are common in all countries. However countries hosting international festivals are unaware of the expectations and behavior of travellers related to their food choice behaviour before their visit. A study was conducted with specific reference to Rainforest World Music Festival (RWMF), Sarawak, Malaysia, to explore the food choice behaviour of international travellers relating to neophobic behaviour. The study followed interpretive research philosophy and exploratory study design with phenomenological interpretations, case studies and Delphi method. The research design integrated a longitudinal design during 2016 to 2017 period to develop a food choice consumer behaviour model with triangulated tools and methods, identified causative factors related to consumer food choices. The study followed purposive sampling with a sample of 148 travellers during the festival and data collection was done with the triangulated tools of in-depth interviews, content analysis and observation following phenomenology method. The investigators came up with a thematic model in relation to food choice behaviour of RWMF travellers, by extending theoretical and practical contributions.
      How Far Can Your Master’s Degree Take You? Perceptions And Preferences Of 4-Star And 5-Star Hotels In Kuala Lumpur Towards Recruiting And Selecting Master’s Fresh Graduate (In Hospitality) To Assume A Supervisory Position [69 – 81]
      Reuben Y.S. Chen.

      Full Text | Abstract

        This study aims to explore and understand the preferences and perceptions of four-star and five-star hotels in Kuala Lumpur towards recruiting and selecting Master’s level fresh graduate in hospitality to assume an entry-level management position. The Malaysian hotel industry phenomenon has been perceived as an industry whereby an individual’s work experience is much prioritized than academic qualification. Therefore, creating a gap where there will be more fresh graduates in hospitality faced with employment opportunities, albeit shortage of manpower in the industry. Findings suggest that hotel recruiters believe that Master’s graduates acquire good cognitive and interpersonal skills upon graduation. However, there is a negative perceptionthat they lack the experience required to be a supervisor. Hotel recruiters emphasize more on individual’s personality and attitude rather than the academic qualifications obtained.

      Examining Factors Influencing Consumer Choice Of Shopping Mall: A Case Study Of Shopping Mall In Klang Valley, Malaysia. [82 – 102]
      Hor Cai Ying,      Andrew Ng Boon Aun

      Full Text | Abstract

        With the continual addition of shopping malls in the Klang Valley area, shopping malls face tremendous competition in recent years. The purpose of conducting this research is to understand the factors that will influence consumer choice of shopping mall in Klang Valley, Malaysia. For this study, the factors, which include tenant mix, access convenience and ambience, have been used to examine their degree of influence toward consumer choice of shopping mall. Total numbers of 393 responses were collected and 384 responses are usable and applicable to analyse the result of this study. Convenience sampling method was implemented in this study and the questionnaire was distributed through online platform. Based on the findings of this study, it proved that the three independent variables, which include tenant mix, access convenience and ambience, have positive significant impact towards consumer choice of shopping mall. Additionally, ambience had proved as the highest degree of influence. From the result of this study, mall operators and retailers will be more aware of the mall attractiveness in Klang Valley as to make improvement on the supported factors in order to provide a brand new shopping experience to entice the customers to visit the mall.


      Technology Acceptance Model And Digital Literacy Of Firstyear Students In A Private Institution Of Higher Learning In Malaysia [103 – 116]
      Tung An Gie,      Chung Jee Fenn

      Full Text | Abstract

        The purpose of this study is to investigate the relationship between Technology Acceptance Model (TAM) and digital literacy among the first-year students in a private institution of higher learning in Malaysia. Two main dimensions from TAM were investigated as independent variables, i.e., perceived ease of use (PEOU) and perceived usefulness (PU). Meanwhile, the digital literacy was investigated as the dependent variable. Other factors such as gender, age, location, home internet connection, tenure of being computer user were also being investigated in this study. A total of 127 questionnaires were distributed among first-year students. However, only 123 responses were useful. The data gathered was tabulated using SPSS version 20. Four types of analyses, i.e., Descriptive analysis, T-Test, ANOVA and Spearman’s Correlation were administrated. The results showed that high level of digital literacy among the first-year students. The T-Test showed significant difference in the level of digital literacy in accordance with home internet connection. However, no significant difference level of digital literacy in accordance with in gender and location. ANOVA Analysis showed no significant difference in the level of digital literacy in accordance with age and tenure of being computer user. Spearman’s Correlation revealed that there is a significant relationship between PEOU and digital literacy. Similarly, significant relationships found between PU and digital literacy and home internet connection and digital literacy. In addition, PEOU was identified as the most dominant factor influencing digital literacy.