Examining factors that affect customer loyalty towards retail stores: a case study of Al-Ikhsan Sports

• Main Author: Ahmad Zaim Mohd Alui
• Format: MBA/DBA Final Project Report
• Language: English
• Published: 2023
• Online Access: http://discol.umk.edu.my/id/eprint/13680/1/Ahmad%20Zaim.pdf; http://discol.umk.edu.my/id/eprint/13680/
• Institution: Universiti Malaysia Kelantan

The objective of the case study is to provide an explanation of what elements can influence a customer's loyalty toward one of the companies that has been involved in the sportswear sector in the past. The Al-Ikhsan company is the subject of this case study. Al-Ikhsan is one of the businesses that has been active in the sportswear sector. The management of Al-Ikhsan, particularly the higher-ups, have badly not had a specific role in preserving the industry of sportswear and apparel by developing solutions to combat the challenges that have been encountered, have a less than satisfactory performance in terms of the level of service possible to each individual customer. Vach Pillutla, the Chief Executive Officer of Al-Ikhsan, has led the company to its current position as a developing and competitive enterprise across the nation with the goal of providing exceptional customer service. Al-Ikhsan has decided to expand their business by opening an additional one hundred outlets during the next three years due to the consistently positive annual profits. Although their dreams are high, they are still plagued by such problems. As the number of branches increases, there is a greater demand for additional staff. The management of Al-Ikhsan is already aware that the company is struggling with the problem of poor customer service and a lack of communication skills among staff members in each branch. Additionally, the management has discovered that customers provide negative feedback regarding the product quality. Al-Ikhsan has high hopes that it would be able to repair the leakage in terms of management so that he may re-establish his firm and offer the highest possible quality items to each and every one of his customer. Additionally, Chief Executive Officer Al-Ikhsan came to the conclusion that employees are a very essential asset in an organisation that may contribute to the longevity of the business. Therefore, he wants to make certain that every Al-Ikhsan branch in Malaysia must have quality employees, and at the same time, measures to strengthen the quality of the product must be supervised from time to time. This is because they are aware that the drive for success in the here and now is a reflection of the success of Al-Ikhsan in the hereafter.