The Relationship Between Marketing Mix And Customer Loyalty In Hijab Industry: The Mediating Effect Of Customer Satisfaction

In today's business market, there are so many new entrants in the same industry, selling and providing the same products and services. Therefore, business providers need to compete with one another in order to survive in the industry as there are so many competitors. Business providers need to focus on the customers’ needs and preferences to maintain and retain the long term relationship. In order to make customer satisfied, business providers must know the elements in the marketing mix that they need to practice in order to attract customers especially through their buying behaviour. Thus, the objective of this study is to examine the relationship between marketing mix and customer loyalty, and the mediating effect of customer satisfaction in hijab industry. The study setting focused on female customers who are wearing and buying any hijab products at Shah Alam outlets. Questionnaires adapted from prior studies were distributed and 234 usable questionnaires were collected from this study. It is expected that findings from this study will contribute to the existing literature to both theoretical and managerial approaches in order to better understand the pattern of the marketing mix, customer satisfaction and customer loyalty, especially in hijab industry settings.