Perceived satisfaction with sweetened condensed milk in Malaysia
Purpose: This research examined factors that would influence customer satisfaction of premium-priced Brand X sweetened condensed milk among teh-tarik restaurant operators in Peninsular Malaysia. Approach: Past literature suggested that factors such as perceived quality, logistic process responsive...
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| Main Authors: | , , |
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| Format: | Conference or Workshop Item |
| Language: | English |
| Published: |
2012
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| Subjects: | |
| Online Access: | http://eprints.sunway.edu.my/173/1/Victor%20Ong%20-%20Perceived%20Satisfaction%20with%20Sweetened%20Condensed%20Milk%20in%20Malaysia.pdf http://eprints.sunway.edu.my/173/ |
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| Summary: | Purpose: This research examined factors that would influence customer satisfaction of premium-priced Brand X sweetened condensed milk among teh-tarik restaurant operators in Peninsular Malaysia.
Approach: Past literature suggested that factors such as perceived quality, logistic process responsiveness, sale force effectiveness, brand association and trade promotion would significantly influence customer satisfaction in purchasing a consumer product.This research attempted to affirm that these factors do indeed influence customer satisfaction in the context of Brand X which is a premium brand sweetened condensed milk. A personally-administered questionnaire survey was done to collect data from 80 respondents and which were then statistically analyzed using reliability, correlation and regression analysis.
Findings: Results from the statistical analyses indicated that all the five examined factors are positively correlated with the satisfaction level of Brand X. Furthermore, the factors explained 63.3% of the variance in the respondents' satisfaction with Brand X. |
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