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You searched Library Catalogue - Title: study into factors why customers go into online shopping / Teong Chia Yien
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Call Number (WOU)
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SP CEMBA 2011 7
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Author
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Chen, Foong Hei
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Title
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Towards improvement on customer satisfaction : a case study on flat steel product in Malaysia / Chen Foong Hei
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Abstract
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Problem statement: As the level of competition keep on increase in
Malaysia flat steel product market, it is essential for local producer to
understand customer insight in order to avoid further losing local market to
foreign competitors and boost their business growth locally and globally.
Thus, they need understand what factors might influence their customers’
satisfaction which in turn make them more loyal to local product. The
objectives of this research is first to study the relationships of product quality,
satisfaction value, service quality and product delivery towards customer
satisfaction, which in turn affect the customer loyalty. The study also attempts
to evaluate whether the Customer Satisfaction conceptual model can be
generalized onto a developing country like Malaysia, and be applied to the
flat steel market with the Business to Business model (B2B).
Design/methodology/approach: This case study is conducted in
noncontrived settings is to find out what factors to raise their satisfaction and
loyalty towards local product. This cross sectional study collect data just once
within the time frame of two weeks and employs questionnaires survey
method to collect data from a list consists of 44 local customers and were
then analysed through several statistical tests using Statistical Analysis
Program SPSS. Result: The data collected were reliable where Cronbach’s
alpha is more than0.8 for independent variables and more than 0.5 for
dependent variables. Pearson’s Correlation Analysis results shown all
variables with positive coefficients value indicated positive relationship
toward each other and significant positive correlation between independent
variables and dependent variable. Results from multiple linear regression
analysis showed all independents variable have positive influence on
customer satisfaction and customer loyalty. Finding: Local producer too
focused on general steel usage market and ignored the higher value added
steel usage market which in turn losing local market share to foreign
competitors. Hence, four important factors i.e. product price, quality, service
and delivery that have positive influence to customer satisfaction, are good
reference to local producer for further strengthen and enhance the value of
local hot rolled coil.
x
Conclusion/Recommendation: The outcome of the research provide
platform for local producer to understand customer needs and expectation on
local hot rolled coil. As such, beside improve the four factors, local producer
need to strategize themselves into more offensive mode by indentify they
strategic target and explore the detail of their strategic thrust, so that to gain
competitive advantage over foreign competitors locally and globally.
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Notes
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Final project report submitted in partial fulfilment of the requirements for the Degree of Master of Business Administration (CeMBA)
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Publisher/Year
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Penang : School of Business and Administration, Wawasan Open University, 2011
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Physical Description
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131 p.; 30 cm.
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Subject
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Wawasan Open University -- Dissertations
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Subject
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Consumer satisfaction -- Malaysia
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