Universiti Teknologi Malaysia Institutional Repository

The relationship between customer satisfaction, brand image and customer loyalty from the perspective of proton’s customers

Yeoh, Hooi Chin (2010) The relationship between customer satisfaction, brand image and customer loyalty from the perspective of proton’s customers. Masters thesis, Universiti Teknologi Malaysia, Faculty of Management and Human Resources Development.

[img]
Preview
PDF
180kB

Abstract

The objective of this study was determine the relationship between the customer satisfaction (perceived product quality, perceived service quality and perceived price fairness) and customer loyalty in order to identify whether perceived product quality, perceived service quality and perceived price fairness have any significance effect on the loyalty of customer. In addition, the moderating effect of brand image on the relationship of customer satisfaction and customer loyalty also had been investigate to see if there were any significance effect on the relationship to different level of brand image. Questionnaire was the main instrument for this study. The data obtained were analyzed using multiple regression and hierarchical multiple regression analysis. The findings from this study showed that only the perceived product quality and perceived price fairness have significance effect on effect on the loyalty of customer. In the other words, customers will continue loyal or retain to Proton if they satisfy with the price and quality of automobile. This study also revealed that the brand image is serves as a moderator in affecting the relationship between customer satisfaction and loyalty.

Item Type:Thesis (Masters)
Additional Information:Thesis (Sarjana Pengurusan (Teknologi)) - Universiti Teknologi Malaysia, 2010; Supervisor : Dr. Ahmad Jusoh
Uncontrolled Keywords:consumer satisfaction, customer loyalty, brand image
Subjects:H Social Sciences > HF Commerce
Divisions:Management and Human Resource Development (Formerly known)
ID Code:32973
Deposited By:INVALID USER
Deposited On:31 Jul 2013 05:23
Last Modified:26 Sep 2017 06:59

Repository Staff Only: item control page