Staff View: The relationship of brand image and service quality on student loyalty of a university shop / Saida Farhanah Sarkam, Nurul Syafika Mohd Nasir and Shatina Saad

The relationship of brand image and service quality on student loyalty of a university shop / Saida Farhanah Sarkam, Nurul Syafika Mohd Nasir and Shatina Saad

The study aimed is to examine the relationship of brand image and service quality towards student loyalty in purchasing at a university shop, namely UniShop, in the southern state of Malaysia. By understanding student loyalty, the university management might encourage students to shop at the UniShop...

Full description

Saved in:

Bibliographic Details
Main Authors:	Sarkam, Saida Farhanah, Mohd Nasir, Nurul Syafika, Saad, Shatina
Format:	Article
Language:	English
Published:	Universiti Teknologi MARA, Perlis 2019
Subjects:	Branding (Marketing) Market surveys. Including brand choice. Brand loyalty
Online Access:	http://ir.uitm.edu.my/id/eprint/41815/1/41815.pdf http://ir.uitm.edu.my/id/eprint/41815/ https://jurnalintelek.uitm.edu.my/index.php/main
Tags:	Add Tag No Tags, Be the first to tag this record!

id	my.uitm.ir.41815
record_format	eprints
spelling	my.uitm.ir.418152021-02-18T05:30:40Z http://ir.uitm.edu.my/id/eprint/41815/ The relationship of brand image and service quality on student loyalty of a university shop / Saida Farhanah Sarkam, Nurul Syafika Mohd Nasir and Shatina Saad Sarkam, Saida Farhanah Mohd Nasir, Nurul Syafika Saad, Shatina Branding (Marketing) Market surveys. Including brand choice. Brand loyalty The study aimed is to examine the relationship of brand image and service quality towards student loyalty in purchasing at a university shop, namely UniShop, in the southern state of Malaysia. By understanding student loyalty, the university management might encourage students to shop at the UniShop and generate revenues within the campus. The decreasing sales of UniShop are affected by a hypermarket located within walking distance to the university in August 2017. From the literature, the entrance of multinational companies might affect the small companies surrounding them, including UniShop which is a small enterprise. Thus, the research examined student loyalty in purchasing at UniShop by distributing questionnaires to the students of the university. The researchers used proportionate stratified random sampling to generalize the finding across all semester students in the university. The findings showed that brand image and service quality played an important role in student loyalty. Students were the main customers of a university shop, contributed most of the shop’s business sustainability, and generate indirect income to the university. In order to maintain student loyalty, UniShop has to take some initiatives including to increase the scale of products, focuses on student-centered services, improve the shop layout, and sell exclusive university merchandise to increase the student's self-belonging to the university products. Universiti Teknologi MARA, Perlis 2019-12 Article PeerReviewed text en http://ir.uitm.edu.my/id/eprint/41815/1/41815.pdf Sarkam, Saida Farhanah and Mohd Nasir, Nurul Syafika and Saad, Shatina (2019) The relationship of brand image and service quality on student loyalty of a university shop / Saida Farhanah Sarkam, Nurul Syafika Mohd Nasir and Shatina Saad. Jurnal Intelek, 14 (2). pp. 68-79. ISSN 2682-9223 https://jurnalintelek.uitm.edu.my/index.php/main
institution	Universiti Teknologi Mara
building	Tun Abdul Razak Library
collection	Institutional Repository
continent	Asia
country	Malaysia
content_provider	Universiti Teknologi Mara
content_source	UiTM Institutional Repository
url_provider	http://ir.uitm.edu.my/
language	English
topic	Branding (Marketing) Market surveys. Including brand choice. Brand loyalty
spellingShingle	Branding (Marketing) Market surveys. Including brand choice. Brand loyalty Sarkam, Saida Farhanah Mohd Nasir, Nurul Syafika Saad, Shatina The relationship of brand image and service quality on student loyalty of a university shop / Saida Farhanah Sarkam, Nurul Syafika Mohd Nasir and Shatina Saad
description	The study aimed is to examine the relationship of brand image and service quality towards student loyalty in purchasing at a university shop, namely UniShop, in the southern state of Malaysia. By understanding student loyalty, the university management might encourage students to shop at the UniShop and generate revenues within the campus. The decreasing sales of UniShop are affected by a hypermarket located within walking distance to the university in August 2017. From the literature, the entrance of multinational companies might affect the small companies surrounding them, including UniShop which is a small enterprise. Thus, the research examined student loyalty in purchasing at UniShop by distributing questionnaires to the students of the university. The researchers used proportionate stratified random sampling to generalize the finding across all semester students in the university. The findings showed that brand image and service quality played an important role in student loyalty. Students were the main customers of a university shop, contributed most of the shop’s business sustainability, and generate indirect income to the university. In order to maintain student loyalty, UniShop has to take some initiatives including to increase the scale of products, focuses on student-centered services, improve the shop layout, and sell exclusive university merchandise to increase the student's self-belonging to the university products.
format	Article
author	Sarkam, Saida Farhanah Mohd Nasir, Nurul Syafika Saad, Shatina
author_facet	Sarkam, Saida Farhanah Mohd Nasir, Nurul Syafika Saad, Shatina
author_sort	Sarkam, Saida Farhanah
title	The relationship of brand image and service quality on student loyalty of a university shop / Saida Farhanah Sarkam, Nurul Syafika Mohd Nasir and Shatina Saad
title_short	The relationship of brand image and service quality on student loyalty of a university shop / Saida Farhanah Sarkam, Nurul Syafika Mohd Nasir and Shatina Saad
title_full	The relationship of brand image and service quality on student loyalty of a university shop / Saida Farhanah Sarkam, Nurul Syafika Mohd Nasir and Shatina Saad
title_fullStr	The relationship of brand image and service quality on student loyalty of a university shop / Saida Farhanah Sarkam, Nurul Syafika Mohd Nasir and Shatina Saad
title_full_unstemmed	The relationship of brand image and service quality on student loyalty of a university shop / Saida Farhanah Sarkam, Nurul Syafika Mohd Nasir and Shatina Saad
title_sort	relationship of brand image and service quality on student loyalty of a university shop / saida farhanah sarkam, nurul syafika mohd nasir and shatina saad
publisher	Universiti Teknologi MARA, Perlis
publishDate	2019
url	http://ir.uitm.edu.my/id/eprint/41815/1/41815.pdf http://ir.uitm.edu.my/id/eprint/41815/ https://jurnalintelek.uitm.edu.my/index.php/main
_version_	1692994642187911168
score	13.211869

The relationship of brand image and service quality on student loyalty of a university shop / Saida Farhanah Sarkam, Nurul Syafika Mohd Nasir and Shatina Saad

Similar Items