The determinant Factors of Customer Loyalty of SMEs Business in Malaysia with Moderating Effect of Customer Perceived Value

  • Sulaiman Abdullahi Bambale UniSZA
  • Ng Mui Qing Othman Yeop Abdullah Graduate School of Business, Universiti Utara Malaysia
  • Kaltume Mohammed Kamselem Faculty of Business & Entrepreneurship, Bayero University Kano Nigeria
  • Saheed Ademola Lateef Faculty of Business and Management Universiti Sultan Zainal Abidin (UniSZA) Malaysia
  • Amina Muhammad Liman Faculty of Business & Entrepreneurship, Bayero University Kano Nigeria
Keywords: e-service quality, service orientation, customer perceived value, Customer Satisfaction, Customer Loyalty, SMEs Companies, Malaysia.


The Malaysian business to customer electronic market has overly been growing and changing business patterns over several years, which this e-market activities has drawn several attentions. Thereby, the changes in the business pattern using electronics as a method for transactions and communication have been creating new platforms for competitive advantage. Therefore, this study examines the effect of e-service quality, service orientation and customer satisfaction on the customer loyalty of SMEs business in Malaysia with moderating effect of customer perceived value. The research was conducted by using primary data. Meanwhile, questionnaires were received from 164 small and medium-sized companies in Sungai Petani Malaysia. The results of this study revealed that all the direct hypothesis which are e-service quality, service orientation and customer satisfaction have” positive “significant on customer loyalty. This indicates that the predictive factor is the determinant for the customer loyalty of SMEs business in Malaysia. Additionally, customer perceived value only moderates the relationship between e-service quality and customer loyalty. This also indicated that customer with high perceived value have a stronger effect between e-service quality and customer loyalty. Thus, SMEs business should mostly focus on attracting consumers by the quality of their e-services and orientation at the pre-purchase stages, whereas, they should focus more on the customer satisfactions during the purchasing stage and finally, they should focus on perceived value of customers on the post-purchase period. Finally, to maintain the loyalty of customers through the improve e-service quality and service orientation, the management or owner of the SMEs business should pay attention “directly related to process of services to the customers in the area of good networks and administrative services.”


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How to Cite
Bambale, S. A., Ng Mui Qing, Kaltume Mohammed Kamselem, Saheed Ademola Lateef, & Amina Muhammad Liman. (2023). The determinant Factors of Customer Loyalty of SMEs Business in Malaysia with Moderating Effect of Customer Perceived Value. The Journal of Management Theory and Practice (JMTP), 4(1), 86-93.
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