Proceedings of the 5th Open Society Conference (OSC 2023)

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Factors Affecting Customer Loyalty of Automotive Lubricant Products E-Commerce Platform in Malaysia

Authors
Nor Azlan Saidon1, S. K. Piaralal1, *, V. S. Rethina1, Nor Munira Mahmood1, Wan Nurshaida Othman1
1Open University Malaysia, Selangor, Malaysia
*Corresponding author. Email: shishi@oum.edu.my
Corresponding Author
S. K. Piaralal
Available Online 9 November 2023.
DOI
10.2991/978-94-6463-290-3_14How to use a DOI?
Keywords
E-commerce Platform of Automotive Lubricant; E-service Quality; Customer Loyalty; Customer Engagement
Abstract

This paper investigates the factors affecting customer loyalty of Malaysia’s automotive lubricant product’s e-commerce platform within the context of VUCA (Volatility, Uncertainty, Complexity, and Ambiguity) elements in the market, including the impact of COVID-19 and internet penetrations on customer preferences. Regardless of the industry, it is very important for the growth of any business to identify service process quality, service result quality, service recovery quality, and customer engagement as the prime determinants of consumer loyalty, especially in a VUCA environment characterized by rapid changes, unpredictable market dynamics, and complex consumer behaviors. This study adopts a quantitative approach, and the survey uses a total of 274 respondents as a sampling population who are used to purchasing automotive lubricant products from e-commerce. This research uses JASP (version 0.17.1) as a statistical tool for data analysis. Few statistical analysis methods have been adopted to construct a model of analysis. This study’s insights can serve as a roadmap for automotive lubricant companies operating in the e-commerce domain to navigate the VUCA environment successfully. By implementing the research’s recommendations, businesses can enhance customer loyalty, build brand advocacy, and ultimately achieve sustainable competitive advantage in the marketplace.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 5th Open Society Conference (OSC 2023)
Series
Advances in Economics, Business and Management Research
Publication Date
9 November 2023
ISBN
978-94-6463-290-3
ISSN
2352-5428
DOI
10.2991/978-94-6463-290-3_14How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Nor Azlan Saidon
AU  - S. K. Piaralal
AU  - V. S. Rethina
AU  - Nor Munira Mahmood
AU  - Wan Nurshaida Othman
PY  - 2023
DA  - 2023/11/09
TI  - Factors Affecting Customer Loyalty of Automotive Lubricant Products E-Commerce Platform in Malaysia
BT  - Proceedings of the 5th Open Society Conference (OSC 2023)
PB  - Atlantis Press
SP  - 152
EP  - 165
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-290-3_14
DO  - 10.2991/978-94-6463-290-3_14
ID  - Saidon2023
ER  -