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In
this
research study, the aim is to identify and describe the attributes of
superior
customer value, which formed an important basis of building competitive
strategies in Malaysian automotive industry. Art and
William quoted that
the attributes of superior customer value are fundamentally a blend of
quality,
services, and price (QSP).From
consumer’s perspective, QSP have been identified as superior
customer value
with the resulting experiences about the goods or services provided by
the
Malaysian car companies. The values of QSP have been embedded in the
brand
image, which will influence the buying decision. It is highlighted that
consumers have always craving for satisfaction in the form of promising
QSP and
brand that drive them in their purchasing decision-making. Most
of
the Malaysian car companies have their priority over their
customer’s
satisfaction in their organisation’s philosophy and having
their success vision
behind the concept of marketing. However, the research has concluded
that
Malaysian car companies have inclined more towards selling concept than
developing a customer-oriented organisation. There are always
implications that
Malaysian car firms need to adopt the concept of marketing via QSP to
formulate
their business strategies in order to outperform their competitors in
view of
the liberalisation of automotive industry in Malaysia. A
self
administered questionnaire – to measure the
respondent’s attitude, is the
method of gathering information from the two separated groups of
respondent in
order to analyse the respondent’s attitude from
consumer’s and Malaysian car
firm’s perspective respectively. The descriptive research
designed will be
adopted in the study. Hypothesis testing and linear correlation
analysis will
be preformed to support the research questions. All weaknesses of the
survey
methods will be identified and priority is set in to omit any
ineffective
methods of data collection.
- 15,000 words -
110 pages
in length
- Good use of
literature
- Good analysis
of subject
area
- Well written
throughout
- Ideal for
business students
1:
Introduction
Objectives
of the study
Research
methodology
The
market structure of
automobile industry in Malaysia
Industry
outlook
Strategic
insight into
communicating consumer value
2: Literature
Review
Purpose
of literature
review
Definition
of superior customer value
The
heart of customer value
Defining
value proposition from firm
perspective
Refining
customer value triads
Quality
attributes
Quality
from the consumer’s perspective
Dimension
of product quality
Dimension
of service quality
Managing
service quality
Strategic
implications of quality
Price
attribute
Communicating
value through price
Valued-based
pricing strategies
Role
of Branding
What
is a brand?
Branding
customer experiences
Factors
influence product decision
Superior
customer values as bases of
competitive Strategies
Price
based strategies (Route 1 and 2)
Hybrid
strategy (Route 3)
Added
value, or differentiation strategies (Route 4)
Focused
differentiation strategy (Route 5)
Failure
strategy (Route 6, 7 & 8)
The
marketing concept vs.
selling concept
3: Research
Design
Research
objectives
Hypothesis
testing
Bivariate
correlation analysis
Ranking
analysis
The
role of research design
Type
of research design
Data
sources
Secondary
data research
Primary
data research
Methods
of collecting respondent data
Communication
method
Self-administered
questionnaire
Personal
interview
Telephone
interview
Observation
method
Selecting
an optimal
method
Sampling
design
Sampling
method
Sampling
size
Measurement
of quantitative survey
Nominal
scale
Ordinal
scale
Interval
scale
Rating
scale method
Construction
of
questionnaires
Survey
questionnaires
(consumers)
Survey
questionnaires
(organisation)
Administration
of
Questionnaires
Survey
questionnaires
(consumers)
Survey
questionnaires
(organisation)
Piloting
and pre-testing
questions
4: Data
Analysis
Test
of reliability
Hypothesis
testing
Hypothesis
1: Quality is one of the core
components of superior customer value
Hypothesis
2: Price
is what customers pay in
exchange for superior customer value
Hypothesis
3: Branding plays an important
role in delivering superior customer value
Hypothesis
4: The
value triad of QSP and branding can
influence customer-buying decision Hypothesis
5: The
Malaysian car companies understand
the importance of marketing concept
Hypothesis
6: The Malaysian car companies are not practicing marketing concept to
create customer
value
Bivariate
correlation analysis
Ranking
analysis
Other
analysis
Demographic
analysis
Demographic
profiling Survey questionnaires (consumers)
Demographic
profiling Survey questionnaires
(organisation)
Important
of product and service quality as one of the core components of
superior customer
value
Important
of product Quality
Important
of Service Quality
Price
is what customers pay in
exchange for superior customer
value
Perceived
benefits and price
Price
as a quality cue
The
role of branding from consumer’s perspective
Factors
influencing consumer’s buying
decision
Importance
of marketing concept to
formulate business strategies
Importance
of marketing concepts
Bases
of business strategies
Practising
marketing or selling concept
Analysis
of research findings
Hypothesis
testing result
Bivariate
correlation analysis
Ranking
analysis
Other
findings
Quality
dimension (product and
service)
Price
dimension
Branding
from consumer’s perspective
Factors
influencing consumer’s buying decision
Importance
of marketing concept as
basis of business strategies
Practising
marketing or selling concept
5:
Conclusion
Conclusion
Implications
Recommendation
Limitations
of research study
Bibliography
Appendices
Sample
survey questionnaires (consumers)
Sample
survey questionnaires (organisation)
Sample
covering letter
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