Factors affecting customer loyalty towards traditional retailers in Pengkalan Chepa, Kelantan

Traditional retailers are a retailer that done their business using brick and mortar store. Nowadays traditional retailers are not very concern by the people most of the people are more tender to choose online retailer. So, in the research researcher want to know the reason that affect customer loyalty towards traditional retailer and existence of online retailer. The independent variable is product quality, service quality and price fairness that affect customer loyalty towards traditional retailer. Based on the result obtained service quality has given the biggest impact towards traditional retailer in Pengkalan Chepa Kelantan and price fairness has given the lowest impact in traditional retailer. In this research, 375 respondents are involved and the research is conducted at Pengkalan Chepa, Kelantan. This study used quantitative research method and using non probability sampling. Result is obtained based on questionnaire and analyse using Statistical Package for the Social Sciences (SPSS) data that is descriptive analysis, reliability analysis, spearman correlation analysis, and multiple regression analysis. All the result is interpret using tables and charts. The results showed that the product quality, service quality and price fairness had positive significant relationship with the customer loyalty towards traditional retailers. It was also found that the service quality was the most influential factor on customer loyalty towards traditional retailers. The implication of the study for traditional retailers is they will know how to attract customer to their store and make sure the customer loyal to their store. For the future research, the researcher can do both qualitative and quantitative ways in data collection method.