Determinants of Customer Satisfaction in Malaysian Retail Industry: A Case of 7-Eleven Malaysia Holdings Berhad

Running head: LITERATURE EVIDENCE REVIEW
An Investigation of Determinants of Customer Satisfaction in Malaysian Retail Industry: A case
of 7-Eleven Malaysia Holdings Berhad
Component 1:
Literature Evidence Review
Name of the Student
Student’s Number
Master of Business Administration
University of Wales Trinity Saint David
(Day Month Year)

1LITERATURE EVIDENCE REVIEW
Table of Contents
1.0 Introduction................................................................................................................................2
1.1 Background of the Industry and Company............................................................................2
1.2 Purpose and Problem Statement............................................................................................2
1.3 Significance of Research.......................................................................................................3
2.0 Literature Review......................................................................................................................3
2.1 Quality of Products and Services...........................................................................................4
2.2 Corporate Social Responsibilities (CSR)...............................................................................6
2.3 Customer Trust and Loyalty..................................................................................................7
2.4 Store Quality Image...............................................................................................................9
3.0 Conclusion...............................................................................................................................10
3.1 Implication of Further Research..........................................................................................10
3.2 Research Questions..............................................................................................................10
3.3 Research Objectives.............................................................................................................11
3.4 Research Framework...........................................................................................................12
References......................................................................................................................................13

2LITERATURE EVIDENCE REVIEW
1.0 Introduction
1.1 Background of the Industry and Company
Malaysian Retain Industry is considered as one of the major industries in the country
contributing effectively towards the Malaysian economy. Malaysia is considered as the middle
class income county (Mohamed and Borhan 2014). The Malaysian retain industry has been well
maintaining its momentum; the main drivers of the growth of this industry are economic as well
as social development along with growth in population, rise in the purchase power of the
consumers, trend in the needs of the customers and penetration of international retail companies
in the industry. The presence of many large retain corporations can be seen in this industry
(Mohamed and Borhan 2014). It has been speculated that there will be a growth of CAGR of
11% in the retail market of Malaysia from the year 2013 to 2018.
The research is based on 7-Eleven Malaysia Holdings Berhard, a leading retain
company in the Malaysian retain industry. 7-Eleven Malaysia Holdings Berhard is considered as
the owner and operator of the stores of 7-Eleven in Malaysia (7eleven.com.my 2018). The
company was established in the year of 1984 and it has become the single largest retain and
convenience store chain in Malaysia having more than 1905 stores in Malaysia that are serving
more than 900,000 customers on daily basis (7eleven.com.my 2018).
1.2 Purpose and Problem Statement
The main purpose of this research is the investigation of the key determinants or the
factors that contribute towards the customers satisfaction in the Malaysian retail industry. It can
be observed that there are various crucial factors that help the retail companies to gain

3LITERATURE EVIDENCE REVIEW
satisfaction from the customers. Investigating about these factors is the main purpose of this
research.
The retail companies of Malaysia have to face many obstacles for gaining customers’
satisfaction. It can also be observed that the retail companies of Malaysia operate under a highly
competitive environment in the presence of many national as well as international companies.
Thus, the problem of this research lies in the identification of the main determinants of customer
satisfaction by the Malaysian retail companies. The result of this research will help the retail
companies to retain their customers by satisfying them with products and services.
1.3 Significance of Research
This research will play a significant role in the identification of the key determinants of
the customer satisfaction in the retail industry of Malaysia. On a more precise note, the retail
companies of Malaysia will be able to identify and analyze the factors that will help them in
retaining their customers by fulfilling their satisfaction with various aspects like products,
services and others. After the identification of these determinants, the retail companies will be
able to put more focus on improving these determinants or factors for gaining customer
satisfaction.
2.0 Literature Review
The present study aims towards the identification of the major determinants of customer
satisfaction in the retail industry of Malaysia. The business organizations are required to be
customer oriented as a result of the increasingly competitive business environment. In the
modern business environment, customer satisfaction is considered as a major base for the
performance of the business organizations and there is not exception of this fact in case of the