The mediating effects of customer loyalty in the relationships between trust and repurchase intention towards Malaysia hypermarkets

Hypermarkets have grown significantly faster than other sectors of the economy in Malaysia. With their contribution to the national gross domestic product (GDP), these retail shops have continued to grow in the Malaysia economy. However, some hypermarkets have seen slow sales because of consumers having more purchasing options, particularly in the critical situation with the spreading of the pandemic and the expansion of e-commerce. As a result, hypermarkets must take measures to retain their customers by cultivating customer loyalty. Loyal consumers not only incrase the worth of the firm, but they also incur lower cost than obtaining new customers. The objective of this study is to measure the mediating effects of customer loyalty on the relationship between trust and repurchase intention towards Malaysia hypermarkets. In this study, a quantitative research approach was used to collect data from 474 useful questionnaires that were filled out by customers of hypermarkets in Klang Valley, Malaysia via an internet survey. The data was then analysed using SPSS v.26.0 and SmartPLS v.3.0 software to test the proposed hypotheses. The findings showed that trust and repurchase intention have a significant relationship on customer loyalty. On the other hand, the findings revealed that trust has an indirect impact on the repurchase intention throught the mediators of customer loyalty. The current study's findings will assist hypermarket managers in Malaysia, and in developing nations generally, in creating the optimal strategies for increasing consumer trust and loyalty in order to induce repurchase intentions.