The pain area while driving Proton cars An empirical study on customers experiences
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Date
2011-05-02
Authors
MAT ZAIN, ROZIALINA
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Abstract
In the current economy and way of life of individuals who have changed, the
vehicle is a major need in their life today so it is makes the automobile sector has
been an important industry in the economic development in Malaysia. This
research focus on the variables that contribute to the customer pains while
driving the Proton cars in terms of two latest model which the new MPV Exora
and Saga.
Furthermore, it will be useful for the management team to get some views about
customer perceptions and stigma toward the and product, in order to retain and
increase their sales, position itself strongly in the industry and at the same time to
gain the high profit. The main objective is to investigate the correlation between
among independents variables in terms of (i) Pricing, (i) Level of Quality, (iii) After
Sales Services and (iv) Brand Image with the pain areas in driving Proton's car.
The second objective is to determine whether the types of proton cars (EXORA
and SAGA) moderate between independent variables and dependent variables
relationship .Lastly this study is to find which independent variables are most
significant to the customers' pains areas in using proton's cars.
A total of 140 questionnaires that send to Proton Service Center in Penang area
were received and analyzed. The factor that only a contributing significant impact
on the customer pain area is the after sales service. Other factors such as price,
level of quality and brand image have been considered normal by the user as
most users are really satisfied.
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Keywords
The pain area while driving , Proton cars