Volume 9, January 2018

Factors Affecting Customer’s Intention To Adopt Coalition Loyalty Program In Kuala Lumpur [3 – 19]
Au Yong An Yi,    Choe Kin Hwa

Full Text | Abstract

    The evolution of loyalty program has provided many opportunities to marketers, retailers and business decision makers to engage the customers. However, the adoption rate of loyalty program remain low, especially the coalition loyalty program. The purpose of this study is to explore the factors affecting customer’s intention to adopt coalition loyalty program,including utilitarian benefit, hedonic benefit and symbolic benefit.By understanding these factors, marketers, retailers and business decision makers may develop an effective coalition loyalty program for customer relationship management initiative. This study utilisedquantitative research method where online survey questionnaires were collected for data analysis using the Statistical Package for the Social Sciences (SPSS). The sample was selected usingnon-probability sampling method. The findings show that all three independent variables, namely utilitarian benefit, hedonic benefit and symbolic benefit are significantly related to customer’s intention to adopt coalition loyalty program. The paper concluded that marketers, retailers and decision makers should make efforts to improve personal expression, self-esteem and social approval as symbolic benefit is the most significant factor that affects customer’s intention to adopt of the coalition loyalty program.

    Rhetorical Styles In The Religous Speech On Youtube [20 – 30]
    Normaizurah Md. Zain

    Full Text | Abstract

      This study aims to identify and analyse the categories of rhetoric and rhetorical styles used in religious speech in YouTube videos. The research method consists in qualitative content analysis based on the modern rhetoric theory developed by Enos and Brown (1993). The findings show that religious speech on YouTube can be divided into six rhetorical categories: argumentation, disclosure, persuasion, descriptions, narrative and description. In addition, the study shows that the main rhetorical styles are tricolon, ellipsis, sarcasm, balance, hyperbole, alliteration, anaphora, repetition and rhetorical questions. Overall, it can be concluded that the religious speakers in this study skilfully employ a wide range of rhetorical categories and vary their rhetorical style in order to attract the highest possible number of viewers.


    The Relationship Among Students’ Loyalty, Commitment And Trust In Private University, Malaysia. [31 – 42]
    Chris Ong Siew Har,    Ravindran Ramasamy,    Ronald Willie Binati

    Full Text | Abstract

      Good communication to public, trust and good service quality will definitely enhance customer relationships and attract the customer to buy and use the product. It will link to good brand performance and leading to building brand trust and loyalty. This study aims to incorporate elements such as customer commitment and brand trust influences customer loyalty. The purpose of this descriptive research is to investigate the influence of commitment and trust that may lead to students’ loyalty that leads to retaining students in private universities, Malaysia. Specifically, the study seeks to examine the relationships among trust, commitment on students’ loyalty. The findings also support the relationship marketing theory (Morgan & Hunt, 1994) that reflects the roles of commitment and trust. However, this research found the role of trust slightly more obvious than that of commitment. This research showed brand name of the private university is equally important for students and universities. Therefore, the implication of this study is to help service providers (private university) by improving their marketing strategies and to retain students in private university.

    Career-Oriented Culture Of Smes And Millennial Generation. [43 – 62]
    Dileep Kumar M.,    Normala S Govindarajo

    Full Text | Abstract

      Large scale industry has the budget to look at best of Career-Oriented options to employees in comparison with Small and Medium Scale industries. With such scenario, SMEs are struggling to develop better employee motivation to retain their staff. As a panacea, the HR managers need to look into all probabilities of ensuring a career oriented culture in SMEs. A study was conducted in the Klang Valley region of Malaysia to explore the relationship between career oriented culture and motivation, engagement, job performance. The study followed quantitative research with adapted instruments and applied PLS SEM to analyse the data. The study extends better insight into the Career-Oriented options to employees in SMEs and strategic implications.
      Guests’ Acceptance Of Service Robots In Hotels Within Klang Valley, Malaysia. [63 – 72]
      Chan Pui Yee,    Vijayan Venggadasallam

      Full Text | Abstract

        Service robots are machines that complement or improve human activities. This research aims to provide an insight for managers, decision maker, and engineers to recognize the importance of the factor that influence guests acceptance of robotic service in the hotel industry. Quantitative method using inferential analysis has been utilized in the study where 300 respondents participated for this research. Survey has been used for primarily data collection method and self-administration questionnaire has been used as the main instrument. Questionnaires were distributed to guests in hotels around Klang Valley in order to investigate the key factors that affecting guests’ acceptance towards service robots in a hotel. Data collected were analysed using correlations and regressions analyses to determine the influential factors. All above mentioned techniques allow authors to introduce their own findings concerning this issue in terms of service robots acceptance. The research outcomes will contribute insights for advancement in the hotel industry.

      The Crisis-Discourse Dialectic: Current Findings And Relevance For The Service Industry [73 – 83]
      Antoon De Rycker

      Full Text | Abstract

        This article summarises some of the main strands in the critical discourse analysis of crisis published since 2013. Its archival research design has been limited in scope, however, to those projects in which the author himself was involved, either on his own or in collaboration with other discourse scholars. Through identifying and reviewing themes and topics within the crisis-discourse nexus, an attempt will be made to relate current findings to the emergence, development and resolution of crises in the service industries. Our review shows that conceptualising crisis as a social practice rather than as a turning point, disruptive event or ubiquitous, never-ending process may enrich current interpretations of the role of crisis in society. Moreover, when viewed from within a structure-agency perspective, a focus on the discursive co-construction of crisis as social practice highlights choice and control over inertia and concomitant trauma. The study concludes with a tentative, broad-brush consideration of how these insights may inform crisis management in the tertiary sector.


      The Influence Of Service Quality And Service Recovery On Customer Satisfactions: A Case Study Of Mrt Users In Klang Valley [84 – 100]
      Lee Chen Shen,      Andrew Ng Boon Aun

      Full Text | Abstract

        The purpose of this paper is to highlight the significant influence of service quality and service recovery towards customer satisfaction among the users of Klang Valley’s Mass Rapid Transit (MRT). A total of 396 online questionnaires were distributed, with 392 cases used in the final analysis. A series of statistical tests – descriptive analysis, reliability test, correlation analysis and regression analysis were carried out based on the proposed research objectives. Results also indicated that both service quality and service recovery have a significant influence towards customer satisfaction in the MRT. Between the two variables, service recovery is found to have a higher positive influence towards customer satisfaction. The results provide important insights into the impact of service quality and service recovery towards customer satisfaction in the MRT service provider compared to other previous researches.

      The Experiences Of Malaysian Youth With Korean Cosmetic Product [101 – 114]
      Chan Kit Yeng

      Full Text | Abstract

        This study describes the experiences of using South Korean cosmetic products among Malaysian youth from the consumer preference point of view. The Korean culture has become a wave via dramas and Korean Pop music (K-Pop), which has influenced teenagers’ lifestyles in several Asian countries including Malaysia. Hence, Korean cosmetic products have successfully entered the Malaysian market and it continues to gain an increased market share as the trade volume appreciates. Thus, exploring the phenomenon of the proliferation of using Korean cosmetic products may help to inform the market regarding potential business trends. The personal lived experience of five college students was qualitatively examined to investigate their experiences with the usage of Korean cosmetic products. The emergent themes include Sources of Introduction to Korean Cosmetic Product, Different Approaches to Select Korean Cosmetic Products, Types of Information Sources and Purchasing Channel, Reasons for Product Satisfaction and Loyalty to Korean Cosmetic Products and the Foreseen Future.