The Influence Of Promotion Strategies Toward Consumer Loyalty Of Digi Post-Paid Users

Farn, Jia Hin (2016) The Influence Of Promotion Strategies Toward Consumer Loyalty Of Digi Post-Paid Users. Project Report. UTeM, Melaka, Malaysia. (Submitted)

Text (24 Pages) The Influence Of Promotion Strategies Toward Consumer Loyalty Of Digi Post-Paid Users.pdf - Submitted Version Download (433kB)

Abstract

Malaysia‟s mobile telecommunication industry is running into the strong competition among mobile service providers such as Maxis, Celcom, DiGi, Umobile, XOX and redONE. Therefore, a strong consumer loyalty of users in the company is important especially service industry. A strong consumer loyalty will repurchase, recommend, and give the first choice when purchase the products or services. This research examines the promotion strategies that influence consumer loyalty of DiGi postpaid users is it because promotion strategies are one of the most important features that influencing the consumer loyalty. The theoretical framework for this research consists of consumer loyalty as the dependent variable and promotion strategies such as advertising, sales promotion, personal selling, public relations and direct marketing as independent variables. The data were collected with the sample size of 152 DiGi postpaid users. The results of this research show that sales promotion, public relations and direct marketing have significant influence consumer loyalty of DiGi postpaid users. So, the results of this study contribute to the DiGi‟s marketer to improve the promotion strategies such as sales promotion, personal selling, and direct marketing more creative and attractive to retain the consumer loyalty of postpaid users as well as increase the sale performance.

Actions (login required)

View Item