  Ref: busman0032 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).
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) Test of reliability Hypothesis testing Hypothesis 1: Quality is one of the core components of 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 How To Order 1. Select reference number busman0032 from the dropdown list 2. Click the PayPal button 3. Click the "Click Here" button on the PayPal page to submit your credit/debit card payment 4. We will email your chosen dissertation in PDF format within 24 hours |
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