ENGAGING LOYAL CUSTOMER IN ART GALLERY: AN ENTREPRENEURIAL STRATEGY IN MALAYSIA

Exhibition engagementis a burgeoning yet still under-examined concept.Due to this fact, many small and medium enterprises in arts gallery are struggling especially during this ongoing pandemic of coronavirus disease (COVID-19).This study attempts to measure the outcome of exhibitionengagement in the case ofdigital visual arts. The research, involved110respondents, employed hierarchical regression as the main method of data analysis. Exhibitionengagement were measured through cognitive, affective, behavioral and social whereas the outcomes were measured through loyaltytowardsthe exhibition. The results of this study revealed that only affective and behavioral engagement effect loyalty while cognitiveand social engagement found to be not significant. This finding provides art galleries owner an insight into entrepreneurial strategy focusing on customer relationship. The relationship is through managing engagement by forming a strategy that focusing on increasing customerengagement