ENGAGING LOYAL CUSTOMER IN ART GALLERY: AN ENTREPRENEURIAL STRATEGY IN MALAYSIA
Exhibition engagementis a burgeoning yet still under-examined concept.Due to this fact, many small and medium enterprises in arts gallery are struggling especially during this ongoing pandemic of coronavirus disease (COVID-19).This study attempts to measure the outcome of exhibitionengage...
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Allied Business Academies
2020
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Online Access: | http://ir.unimas.my/id/eprint/32936/1/ENGAGING%20LOYAL%20CUSTOMER%20IN%20ART%20GALLERY%20ANENTREPRENEURIALSTRATEGYIN%20MALAYSIA_PDF.pdf http://ir.unimas.my/id/eprint/32936/ https://www.abacademies.org/journals/academy-of-entrepreneurship-journal-home.html |
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my.unimas.ir.329362022-02-25T08:00:40Z http://ir.unimas.my/id/eprint/32936/ ENGAGING LOYAL CUSTOMER IN ART GALLERY: AN ENTREPRENEURIAL STRATEGY IN MALAYSIA Nordiana, Ahmad Nordin Mohd Fahmi, Yahaya HB Economic Theory Exhibition engagementis a burgeoning yet still under-examined concept.Due to this fact, many small and medium enterprises in arts gallery are struggling especially during this ongoing pandemic of coronavirus disease (COVID-19).This study attempts to measure the outcome of exhibitionengagement in the case ofdigital visual arts. The research, involved110respondents, employed hierarchical regression as the main method of data analysis. Exhibitionengagement were measured through cognitive, affective, behavioral and social whereas the outcomes were measured through loyaltytowardsthe exhibition. The results of this study revealed that only affective and behavioral engagement effect loyalty while cognitiveand social engagement found to be not significant. This finding provides art galleries owner an insight into entrepreneurial strategy focusing on customer relationship. The relationship is through managing engagement by forming a strategy that focusing on increasing customerengagement. Allied Business Academies 2020 Article PeerReviewed text en http://ir.unimas.my/id/eprint/32936/1/ENGAGING%20LOYAL%20CUSTOMER%20IN%20ART%20GALLERY%20ANENTREPRENEURIALSTRATEGYIN%20MALAYSIA_PDF.pdf Nordiana, Ahmad Nordin and Mohd Fahmi, Yahaya (2020) ENGAGING LOYAL CUSTOMER IN ART GALLERY: AN ENTREPRENEURIAL STRATEGY IN MALAYSIA. Academy of Entrepreneurship Journal, 26 (3). pp. 1-5. ISSN 1528-2686 https://www.abacademies.org/journals/academy-of-entrepreneurship-journal-home.html |
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HB Economic Theory Nordiana, Ahmad Nordin Mohd Fahmi, Yahaya ENGAGING LOYAL CUSTOMER IN ART GALLERY: AN ENTREPRENEURIAL STRATEGY IN MALAYSIA |
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Exhibition engagementis a burgeoning yet still under-examined concept.Due to this fact, many small and medium enterprises in arts gallery are struggling especially during this ongoing pandemic of coronavirus disease (COVID-19).This study attempts to measure the outcome of exhibitionengagement in the case ofdigital visual arts. The research, involved110respondents, employed hierarchical regression as the main method of data analysis. Exhibitionengagement were measured through cognitive, affective, behavioral and social whereas the outcomes were measured through loyaltytowardsthe exhibition. The results of this study revealed that only affective and behavioral engagement effect loyalty while cognitiveand social engagement found to be not significant. This finding provides art galleries owner an insight into entrepreneurial strategy focusing on customer relationship. The relationship is through managing engagement by forming a strategy that focusing on increasing customerengagement. |
format |
Article |
author |
Nordiana, Ahmad Nordin Mohd Fahmi, Yahaya |
author_facet |
Nordiana, Ahmad Nordin Mohd Fahmi, Yahaya |
author_sort |
Nordiana, Ahmad Nordin |
title |
ENGAGING LOYAL CUSTOMER IN ART GALLERY: AN ENTREPRENEURIAL STRATEGY IN MALAYSIA |
title_short |
ENGAGING LOYAL CUSTOMER IN ART GALLERY: AN ENTREPRENEURIAL STRATEGY IN MALAYSIA |
title_full |
ENGAGING LOYAL CUSTOMER IN ART GALLERY: AN ENTREPRENEURIAL STRATEGY IN MALAYSIA |
title_fullStr |
ENGAGING LOYAL CUSTOMER IN ART GALLERY: AN ENTREPRENEURIAL STRATEGY IN MALAYSIA |
title_full_unstemmed |
ENGAGING LOYAL CUSTOMER IN ART GALLERY: AN ENTREPRENEURIAL STRATEGY IN MALAYSIA |
title_sort |
engaging loyal customer in art gallery: an entrepreneurial strategy in malaysia |
publisher |
Allied Business Academies |
publishDate |
2020 |
url |
http://ir.unimas.my/id/eprint/32936/1/ENGAGING%20LOYAL%20CUSTOMER%20IN%20ART%20GALLERY%20ANENTREPRENEURIALSTRATEGYIN%20MALAYSIA_PDF.pdf http://ir.unimas.my/id/eprint/32936/ https://www.abacademies.org/journals/academy-of-entrepreneurship-journal-home.html |
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