A study on the customer behaviour towards the level of services generated by Park May Berhad / Rashida Bahmad Fuad

• Main Author: Bahmad Fuad, Rashida
• Format: Thesis
• Language: English
• Published: 1998
• Subjects: Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling; Customer services. Customer relations
• Online Access: https://ir.uitm.edu.my/id/eprint/47514/1/47514.pdf; https://ir.uitm.edu.my/id/eprint/47514/

The purpose of this Graduation Exercise is to identify the problems faced by Park May Berhad with special reference towards the Plusliner Express Department services. At present, Express Department is underway to improve, develop and upgrade its operation towards efficiency of level of service. Therefore, a closer look into the current system is essential in improving the quality of the service. The rationale of the study will covers the determinant of consumer behaviour towards the level of service that may facilitate the producer by making them easier to make a decision in producing the service. Thus, the Bukit Kayu Hitam to Kuala Lumpur route as a profitable route had being taken as a model to improve the other non profitable routes. The problems identified are with specific aimed to know the relationship between level of service offered and fares charged, the consumers' willingness to pay in terms of fares charged, lack of information on overall service, the need to improve the marketing strategies and lack of information on the purpose of making the journey.