Business etiquette professionalism: Mediating effect on customer loyalty

This paper examines the predictors influence the formatting and exercising of the business strategy of Small and Medium Enterprises (SMEs) in Kuala Lumpur, Malaysia. SMEs contribute more than 92% of national enterprise firms and they are unique in their characteristics. They vary substantially in their factors of production allocation; they are creative opportunity seekers and innovative risk takers. It is to examine the mediating effect of business etiquette over the strategic plan to customer loyalty. While customer loyalty can be imagined to have occurred if buyers choose to give a special shop or purchase one particular product, rather than use other funds or purchase products made by other companies. The data were read from a sample of 119 students from Manipal International University Nilai, Negeri Sembilan in the month of December 2015. The instrument employed to construct the survey was based on the 10 semantic differential scale questionnaire. The business etiquette professionalism describes the existing explanations for variation in business etiquette engagement in mannerism, courtesy, thoughtfulness and recognition. The paper has presented in 5 sections. Firstly, it is an introduction describing the definition of the key terms. Secondly, related antecedent articles being reviewed. Thirdly, discussion on the methodology implication of the study. Fourthly, the analysis by using SPSS and the presenting of the results. Finally, a description, and elaborate on the findings, and further suggestions were argued in the last section. The empirical study suggested that the relationship between strategic plan and customer loyalty was mediated partially by business etiquette.