Service Quality, Consumer Purchase Behaviour And Price Change : A Study Of Melaka's Hypermarket Customer Satisfaction

Hamzah, Nur Farhana (2014) Service Quality, Consumer Purchase Behaviour And Price Change : A Study Of Melaka's Hypermarket Customer Satisfaction. Project Report. UTeM, Melaka, Malaysia. (Submitted)

Text (24 Pages) Service Quality, Consumer Purchase Behaviour And Price Change ; A Study Of Melaka's Hypermarket Customer Satisfaction.pdf - Submitted Version Download (301kB)

Abstract

Customer satisfaction is used in marketing to measure how product and services offered by a retailer fulfill the customer’s need and wants. The problem arise here is how hypermarket will survive in today’s competitive market to maintaining their services, difficulties to predict the consumer purchasing behavior and also the pricing factors in Melaka’s hypermarket. The aim of this study is to determine the relationship between service qualities, consumer purchase behavior and price changes towards a customer satisfaction in the three most popular hypermarkets in Melaka (Tesco, Giant dan Mydin). By using the quantitative research method, the data are collected from primary source (questionnaire) has been distributed to 150 customers from those hypermarkets. All the data collected will be analyzed using Statistical Package for Social Sciences (SPSS) and the results for all the findings will be explained briefly. As the results, all of the independent variables (service quality, consumer purchase behavior and price changes) have a positive significant relationship with a customer satisfaction. So, both objectives in this study were achieved. For a conclusion, to make customer always satisfy with the services provided, hypermarket itself should play their own role in fulfilling their customer’s need and want not only in term of understanding the behavior of customer’s purchase towards shopping at hypermarket, it also be focused on the level of service quality and pricing factor provided. The results of this research also hopefully can be as reference to the research in the future.

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