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Research Aims: T he current study proposes to fill in the gap in customer orientation literature by focusing on the relationship between customer orientation, employee rhetorical sensitivity and customer retention from the customer perspective. Design/methodology/approach: The questionnaires were distributed at the KLIA and KLIA2 among experienced customer of travel agency, where the respondents were selected using convenience sampling. Research Findings: The finding indicates that customer orientation and employee rhetorical sensitivity has positively influence customer retention. Additionally, employee rhetorical sensitivity partially mediates the relationship between customer orientation and customer retention. Theoretical Contribution/Originality: Academically, this study contributes to the literature of customer orientation and rhetorical sensitivity. Managerial Implication in the South East Asian context: Practically, it will lead to better understanding of customer orientation as well as employee rhetorical sensitivity in enhancing travel agency’s services in Malaysia and South East Asian Country. Research limitation & implications: This study only focus es on customer orientation and employee rhetorical sensitivity as a predictor of customer orientation. It also employs a cross-sectional research design, which only measure s the phenomenon once.

Malaysia is one of the Asian countries that triumph in producing national car with an outstanding achievements in automotive industry. Nowadays, Proton and Perodua are the famous Malaysian car brands among its citizens, where Perodua become the top of the list. Malaysian citizens appreciate and support Malaysian brand to demonstrate their ethnocentrism and patriotism. Therefore, it is inspiring to comprehend consumer buying intention, towards Malaysian national car. Thus, this study is intended to examine consumer’s buying intention of Malaysian national car by examining their ethnocentrism and patriotism by utilizing the Theory of Planned Behavior. This study was conducted in Klang Valley covering respondents from various occupational levels. The finding of this study indicates that, patriotism, attitude and subjective norm affect consumer buying intention toward Malaysian national car. Therefore, this finding provides evidence to the Malaysian car provider upon the degree of ethnocentrism and patriotism in influencing Malaysian consumer’s buying intention. Keywords: Ethnocentrism; patriotism; buying intention ABSTRAK Malaysia merupakan salah satu negara Asia yang telah mencapai tahap kecemerlangan yang tinggi di dalam industri automotif terutamanya dengan penghasilan kereta nasionalnya sendiri. Pada masa kini, Proton dan Perodua merupakan jenama kereta nasional yang popular di kalangan rakyat Malaysia, di mana Perodua berada di tangga teratas. Rakyat Malaysia secara umumnya menghargai dan menyokong barangan keluaran Malaysia bagi menzahirkan rasa etnosentrisme dan patriotisme. Dengan itu, adalah menarik untuk meneroka niat pembelian pengguna terhadap kereta nasional Malaysia. Kajian ini bertujuan untuk mengkaji niat pembelian pengguna terhadap kereta nasional Malaysia dengan mengkaji tahap etnosentrisme dan patriotisme mereka dengan menggunakan“Theory of Planned Behavior”. Kajian ini telah dijalankan di sekitar Lembah Klang dengan melibatkan responden yang terdiri daripada pelbagai peringkat pekerjaan. Dapatan daripada kajian ini menunjukkan bahawa patriotisme, sikap dan norma subjektif mempengaruhi niat pembelian pengguna terhadap kereta nasional Malaysia. Oleh yang demikian, hasil kajian ini memberikan bukti kepada pengeluar kereta Malaysia ke atas tahap etnosentrisme dan patriotisme dalam mempengaruhi niat pembelian pengguna di Malaysia. Kata kunci: Etnosentrisme; patriotism; niat pembelian

Self-congruity theory is remarkable link with attitude and purchase intention to determine the consumer behavior in purchasing cosmetic products. This study will determine the impact of self-congruity and attitude on purchase intention. The application of self-congruity theory is extensively studied; however, the focus on cosmetic products is rather limited. A total of 171 data were collected from respondents for this study that has experience in purchasing cosmetic product. The finding from the Smart PLS had identified that self-congruity and attitude significantly influences consumer purchase intention for cosmetic product. Therefore it is enthralling to deliberate the implication of self-congruity and attitude on purchase intention for cosmetic products.

Self-congruity theory and purchase intention behavior are a unique combination to better understand the behavior displayed while buying cosmetic merchandises. The article is determined to discuss the effect of self-congruity on purchase intention. Self-congruity theory has been apply extensively in several studied; yet, the attention on cosmetic merchandises is quite limited. As there are four self-concepts that will reveal and predict consumer behavior in purchasing cosmetic merchandise. The four self-concept are actual self-concept, ideal selfconcept, social self-concept, ideal social self-concept. Personal self-images that are congruent with product images are usually link with self-congruity. Meanwhile, purchase intention is the degree of possibility to purchase merchandise by consumers. Therefore it is interesting to examine the effect of self-congruity on purchase intention for cosmetic merchandises.

The advancement in information technology had influenced customer attitude, behavior, and lifestyle in purchasing holiday and travel services. There are significant shift from utilizing travel agency to online travel agents. These change had pressured, travel agency to consider on refining their strategy to focus more on relationship marketing orientation (RMO) to achieve customer retention. The impact of RMO on the business or firm performance has been widely studied by previous literature in the organizational contexts. However, the empirical research from the customer perspective is rather limited. Therefore, this conceptual paper is proposed to fill in the RMO literature gap by focusing on the relationship between RMO and customer retention from the customer perspective. Academically, this study contributes to the literature of RM in business-to-customer context specifically from customer point of view and practically to the travel agency in comprehending RMO in enhancing their services in the travel agency sector.