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Abstract:
The study examined the impact of packaging on relationship quality of Malaysian consumers where SMEs food brand is concerned. Relationship quality comprises brand satisfaction, brand trust and brand commitment. Existing literatures indicate that there has not much attention been paid on the examination of the role of packaging in influencing the formation of relationship quality. In this study, data gathered from 313 consumers of SMEs food products in the northern region of Malaysia were coded into SPSS and subsequently analysed using structural equation modelling approach (SEM) on Partial Least Square (PLS) 3.2.3. The result shows that packaging has a positive impact on relationship quality. This finding thus demonstrates that packaging is one of the most powerful tools which is able to attract consumer's attention, creates positive impression towards product and improves customer's relationship quality. This study also believes that successful relationship between companies and customers can be developed by employing attractive and innovative packaging of products.
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