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International Journal of Academic Research in Business and Social Sciences

Open Access Journal

ISSN: 2222-6990

The Component of Marketing Strategies that Influence Customer Satisfaction in Grocery Retail Stores

Jaslyn Ngo Jia Wen, Tan Shen Kian, Choi Sang Long

http://dx.doi.org/10.6007/IJARBSS/v15-i10/26759

Open access

This study aims to identify components of marketing strategies that influence customer satisfaction in grocery retail stores in Johor Bahru, Malaysia. This study focused on customers who make purchases in grocery retail stores within Malaysia, using Structural Equation Modelling (SEM) and the Theory of Planned Behaviour (TPB) to examine customer satisfaction based on key marketing strategy components. To better understand the grocery retail industry, it's crucial to examine how the six dimensions of independent variables influence customer satisfaction in grocery retail stores. As Malaysia's grocery retail industry becomes more competitive, grocery retailers must identify the key components of marketing strategies that truly differentiate them from competitors and drive online purchases. This study gathered data from 120 Johor Bahru residents who had previously purchased products from grocery retail stores surrounding Johor Bahru, Malaysia. The data was analysed using SPSS version 23.0 and PLS-SEM using SmartPLS 3. The study found that product attributes, monetary value, store attributes, promotion alternatives, convenience, and Customer Relationship Management (CRM) influence customer satisfaction in grocery retail stores. Grocery retailers should implement targeted strategies to consider the significance of key components and take better initiatives to address the significant competitive challenges in similar markets or industries.

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Wen, J. N. J., Kian, T. S., & Long, C. S. (2025). The Component of Marketing Strategies that Influence Customer Satisfaction in Grocery Retail Stores. International Journal of Academic Research in Business and Social Sciences, 15(10), 1462-1479.