Factors Affecting Consumers’ Loyalty Intentions in Fashion Industry

Ho, Jia Yi (2024) Factors Affecting Consumers’ Loyalty Intentions in Fashion Industry. Masters thesis, Tunku Abdul Rahman University of Management and Technology.

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Abstract

The purpose of this research is to examine the factors that affect consumers' loyalty intentions in the Malaysian fashion industry. The study aims to provide insights into how various factors such as customisation, interaction, trendiness, involvement, AI technologies, brand engagement, and brand trust can impact consumers' loyalty intentions. Additionally, there is a lack of research on the relationship between AI technologies and loyalty intentions, especially in the fashion industry. Hence, this research seeks to fill this gap by investigating the link between AI technologies and loyalty intentions, with brand engagement as a mediator. A survey questionnaire was administered to collect and analyse data from 200 respondents. The data collected was analysed using the Statistical Package for the Social Sciences (SPSS). The findings of the study reveal that customisation, involvement, interaction, trendiness, and AI technologies have a positive relationship with loyalty intentions through brand engagement. Moreover, the study shows that customisation and involvement have a positive relationship with brand engagement, while brand engagement is also positive related to loyalty intentions. The study confirms that AI technologies play a crucial role in influencing loyalty intentions through brand engagement, which is a gap that previous research has not addressed. The study provides practical advice for marketing managers, highlighting the need to customise social media strategies for improved engagement and loyalty, prioritising engaging content, user involvement, trend awareness, and integrating AI technologies