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Purpose – This paper seeks to take a cautionary stance to the impact of the marketing mix on customer satisfaction, via a case study deriving consensus rankings for benchmarking on selected retail stores in Malaysia. Design/methodology/approach – The ELECTRE I model is used in deriving...
Purpose – This study aims to examine the impact of religious sensitivity on brand trust, equity and values of the fast food industry in Malaysia. Design/methodology/approach – A survey of the fast food industry in Malaysia was conducted as the primary source of information. Findings – It is...
Purpose – Consumer brand familiarity influences product judgment and the purchase decision. This study aims to examine consumer familiarity towards local and foreign chocolate brands and how it is related to brands' country of origin and their consumption level. Design/methodology/approach –...
Purpose – A new marketing definition was issued by AMA in 2007. However, the new definition has argued that marketing covers a set of activities that guide organizations to achieve their business objectives. Perhaps, exploring the new insight of service practitioners would enhance the...
Purpose – The goal of this study is to investigate the importance of safety issues in playgrounds, related to type of equipment and undersurface and their potential impacts on property values. Design/methodology/approach – The population of this study was drawn from neighborhood residents in...
Purpose – This paper aims to describe the ways to market electrical and electronic household appliances to the teenagers market. Design/methodology/approach – The paper reviews the debate and key statistical insights on Malaysian teenagers are described to show the overview of the current...
Purpose – The aim of this paper is to examine service quality dimensions and their impact on a rural tourism destination. Design/methodology/approach – The study was conducted in Bario, a highland settlement in the state of Sarawak, Malaysia. It attempts to add to the scant research and to...
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