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The present study attempts to investigate the young consumers' motives to purchase organic food in a developing nation (Malaysia). Four key motives of food safety concern, health consciousness, affordability and environment concern are examined in this study. Consumers' purchase behaviour is represented by purchase intentions and actual purchase. The questionnaires used was administered to a convenience sample of 398 young consumers from Kuala Lumpur and Petaling Jaya, Malaysia, through a self-administered questionnaire. Data were analysed using Structural Equation Modeling and five hypotheses were tested. The findings reported that food safety concern, health consciousness, and environment concern have significantly influenced purchase intentions of organic food. Purchase intentions is positively correlated to the actual purchase of organic food. There was no significant effect of affordability on purchase intentions. Based on the findings, strategies to enhance the quality, long-term health benefits, environment friendliness, and reduce in pricing of organic food should be undertaken.

This study examines customer satisfaction, trust, control mutuality and communication as determinants of relationship quality and customer loyalty in relationship marketing. The study focuses on Malaysian telecommunication industry in the business-to-customer context. The structural equation modelling technique is used to empirically test the proposed hypotheses based on the sample size of 405 customers collected by a questionnaire survey. Trust had the greatest positive influence on relationship quality, followed by satisfaction. Subsequently, there was no significant effect of control mutuality and communication on relationship quality. Customer loyalty was significantly affected by relationship quality. The contribution of this paper is twofold. From a theoretical perspective, the social exchange theory is validated and it offers both a conceptual foundation and empirical-based evaluation of customer loyalty through the context of relationship quality. In the practical perspective, the findings proposed useful information to the telecommunication service providers in developing more effective relationship marketing strategies to build better relationship quality and customer loyalty.

The aim of this study is to examine relationship value and relationship quality, and its effect on customer loyalty in the context of relationship marketing. Four key relationship value variables of economic value, service value, relational value and social value are examined in this study. The study focuses on the Malaysian telecommunication industry and based on the business-to-customer environment. The structural equation modelling technique is used to empirically test the proposed hypotheses using a sample of 350 customers collected by a questionnaire survey. The results showed that three relationship value variables of economic value, service value, and social value have significantly influenced relationship quality. Customer loyalty is significantly affected by relationship quality. There is no significant effect of relational value and relationship quality. The contribution of this paper is twofold. From a theoretical perspective, the social exchange theory is used to explain and conceptualize relationship marketing paradigms. It offers both a conceptual foundation and empirical-based evaluation of customer loyalty through the context of relationship value and relationship quality. The relationship value dimensions of economic value, service value, and social value is the antecedent to relationship quality, which lead to customer loyalty. In the practical perspective, the findings proposed that the telecommunication service providers should focus on relationship value through providing better value for money packages, innovation of services and improve social interaction with customers to build stronger relationship quality and achieve customer loyalty.

The growing popularity of social media (SM) is seen as an avenue for businesses to build relationships with customer. Tourism firms have increasingly adopted customer engagement (CE) strategies in SM to achieve superior firm performance. The investigations on CE in SM have been widely conducted, however little is known about its effect on tourism brand performance outcomes, particularly in Malaysia. This study aims to provide empirically tested nomological framework that places CE in social media as consequences of social interaction, surveillance and attraction, and as an antecedent of tourism brand image and brand loyalty. Data are collected through survey questionnaire from 350 airline and hotel customers who utilizes social media in Malaysia. Structural equation modeling is applied to analyse the data. Results shown that effective CE in social media enhances brand image and loyalty. Surveillance had the greatest positive influence on CE, followed by social interaction and attraction. The theoretical implications include both a conceptual foundation and empirical-based evaluation of CE through a gamified brand platform. From a pragmatic perspective, this research may aid practitioners in developing more effective CE strategies such as more attractive contents, continuous promotions or rewards, sharing valuable information, and intensity of interactivity to enhance brand performance.