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You searched Library Catalogue - Title: spirit and the form essays in adult education by and in honour of Professor Harold Wiltshire / Alan Rogers (ed.)
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Call Number (WOU)
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SP CEMBA 2011 73
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Author
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Ong, Heng Yau
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Title
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Identifying influences of services quality on the price sensitivity in industrial customers : a case study of W-One Marketing Sdn Bhd / Ong Heng Yau
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Abstract
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Understanding price sensitivity of customer is important for all companies as it helps
to avoid unnecessary price war, which would seriously affect the profitability of the
business. This study aimed at understanding the price sensitivity of customers
(resellers of waterproofing products) of W-ONE MARKETING SDN. BHD. in Johor.
Survey has been conducted to reveal how service quality affects the customer
satisfaction, which in turn influences the price sensitivity level. Suggestions were
then made in attempt to lower the price sensitivity level. The results showed that the
highly competitive environment has fostered resellers who are more sensitive to price
even when they appear to be more satisfied. Of the five service quality factors
studied, only two were found to be influencing the customer satisfaction level
significantly- order fulfillment and order discrepancy handling. This is again due
to the high competitiveness and the low degree of differentiation among suppliers.
Suppliers have to provide comprehensive services while focusing on the two factors
that significantly influence the customer satisfaction. At the same time, they have to
make use of the advanced ICT products and effective advertising campaigns, to
improve their competiveness and to lower the price sensitivity of the resellers.
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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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148 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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