Mohd Noor, Mohd Radziman (2025) Influence of Service Quality, Perceived Value, Personalised Coaching, and Price on Customer Loyalty: The Mediating Role of Satisfaction in Richworks Sdn. Bhd. Doctoral thesis, Asia e University, Malaysia.
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Abstract
Due to intense competition and changing customer behaviour in the business coaching industry, service providers have begun to rethink their business strategies. Among the strategic initiatives is to harness customer loyalty. Advancement of technology and increasing price consciousness among clients present new challenges to maintaining customer loyalty in this sector. This study delves into the intricate dynamics of customer loyalty within the business coaching industry, with a particular focus on RichWorks clients. This research seeks to address these pressing issues by identifying the critical determinants of customer loyalty in a competitive and evolving industry landscape. The study adopts a quantitative research design to examine the relationships of service quality, perceived value, and price on loyalty, mediated by customer satisfaction. This study also investigates the moderating effects of growth mindset and trust in examining the salient variables related to customer loyalty. A structured survey questionnaire is applied to collect data from RichWorks clients from various industries all over Malaysia, representing a robust sample of business coaching participants. The data are analysed using SPSS and SMART-PLS to assess reliability and validity as well as to test the hypothesised relationships. Findings from the hypothesised model reveal that service quality, perceived value and personalised coaching significantly enhance customer loyalty, with customer satisfaction playing a central mediating role. These results emphasise the importance of delivering quality service, consistent value and personalised service to build enduring client relationships within the business coaching industry. Conversely, price, growth mindset, and trust did not exhibit significant relationships, suggesting that these factors may be less impactful in the context of RichWorks, where clients are established entrepreneurs who may prioritise quality and perceived value over cost or psychological orientation. From a practical perspective, this study offers actionable insights for the business coaching industry, emphasising the need to prioritise service quality, value-added services, and personalised coaching, affording customer satisfaction and leading to enhanced customer loyalty. From a practical perspective, companies can leverage these findings to design strategies that enhance client experiences, build stronger emotional connections, and foster long-term loyalty. Furthermore, this research contributes to the academic discourse on customer loyalty by extending its application to the business coaching sector, an area often overlooked in traditional loyalty studies, while also addressing key industry challenges through a focused and evidence-based approach.
| Item Type: | Thesis (Doctoral) |
|---|---|
| Uncontrolled Keywords: | Service quality, perceived value, personalised coaching, customer satisfaction, growth mindset, trust, customer loyalty |
| Subjects: | H Social Sciences > HF Commerce |
| Divisions: | School of Management |
| Depositing User: | Muhamad Aizat Nazmi Mohd Nor Hamin |
| Date Deposited: | 09 Apr 2026 02:59 |
| Last Modified: | 09 Apr 2026 02:59 |
| URI: | http://ur.aeu.edu.my/id/eprint/1448 |
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