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You searched Library Catalogue - Author: Norman, Ronald J.
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Call Number (WOU)
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SP CEMBA 2014 23
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Author
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Sri Kirushnamoorthy a/l Raju
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Title
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The antecedents of PROTON brand loyalty and customer satisfaction towards repurchase intention / Sri Kirushnamoorthy a/l Raju
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Abstract
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This paper is aimed to study the antecedents of PROTON brand loyalty and customer satisfaction towards repurchase intention. This study would benefit PROTON organization in understanding the perception of people about PROTON products’ quality, services quality, and products price fairness towards their satisfactions. The customers brand loyalty and repurchase intention would also provide PROTON with information on how PROTON customers feel about brand loyalty and repurchase intention.Having reviewed several literatures, the Customer Satisfaction for automobile industry is broadly categorized into three groups: Product Quality, Service Quality and Price Fairness. As for the brand loyalty, it is noted that Customer Satisfaction is the key to Brand Loyalty. The satisfied customers and loyal customers are noted to have the intention to repurchase the products offered. Based upon these concepts, the researcher has proposed a theoretical framework of antecedents of PROTON brand loyalty and customer satisfaction towards repurchase intention.
A survey was carried out at selected Klang Valley areas to gather necessary information through online questionnaires using kwiksurveys website. The questionnaires were distributed on social media; Facebook and face-to-face interviews were also conducted by using smartphones and laptops for online questionnaires access. Quantitative analyses were used to answer the research questions framed in this paper. The results show that PROTON product quality has positive effect to the Customer Satisfaction. However, PROTON Service Quality relationship with Customer Satisfaction, Perceived Price Fairness relationship with Customer Satisfaction and Customer Satisfaction with Brand Loyalty cannot be concluded due to reliability tests failures. The results further show that PROTON Brand Loyalty has positive correlation with the Repurchase Intention .Finally, it was noted that the Customer Satisfaction has positive effect on Repurchase Intention.After summarizing the research findings, the study ends with some strategic recommendations to PROTON for product quality improvement. This research project was initiated in January 2014 and took about five months to be completed.
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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, 2014
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Subject
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Wawasan Open University -- Dissertations
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Subject
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PROTON
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Subject
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Brand royalty
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