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For decades, retail marketing strategy has analyzed the alternative routes to retail industry growth. Despite the strong interest in retail marketing, there is no consensus in the literature about what constitutes retail marketing strategy for customer satisfaction and loyalty as well as whether it affects a company's retailing performance. Today, retailers need to devote more consideration to long-term strategic planning to cope effectively with the growing intensity of retail competition as well as shift in customer needs. This book provides how retailers will deal effectively with their customers' patronage and satisfaction. Customer loyalty is measured through satisfaction using structural equation modeling technique. The findings should assist retailers operating in other markets, entrepreneurs, managers of firms and policy makers to enter the market for the marketing efforts and target customers.
About the author
Muhammad Khalilur Rahman, PhD: Studying Marketing at University of Malaya (UM). He received his Master of Science (Marketing) from International Islamic University Malaysia (IIUM). His main research focuses on marketing segmentation, tourism and medical service.
