The determinants of customer satisfaction of purchasing mass customized computer in Malacca

Teo, Lee Min (2019) The determinants of customer satisfaction of purchasing mass customized computer in Malacca. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

All business in the market nowadays are getting competitive in all areas and this also occurred in all industries. Computer industry as an important industry also faced declined in sales due to the rapid change of the market and thus, some actions should be taken in order to help this industry to survive. Hence, the purpose of this study is to identify the determinants of customer satisfaction of purchasing mass customized computer in Malacca. In the conceptual framework, the determinants including price, quality, and order to delivery lead time as independent variables while customer satisfaction on purchasing mass customized computer as dependent variables. This is the explanatory research design, quantitative will be a methodological choice, the survey will be conducted as a research strategy, both primary and secondary data will be used, cross-sectional as time horizon and reliability and validity test will be applied too. The questionnaires were distributed to 384 respondents and Statistical Package for Social Science (SPSS) was used to analyze data collected. For the data analysis techniques, it included Pearson correlation and also descriptive statistics. In order to produced accurate and reliable research data for the research, the researcher targeted consumers that had ever buy a computer in Malacca and between the age range of 18 to 50 only. The result of regression analysis showed that price and quality have a strong positive relationship with customer satisfaction while the order to delivery lead time has a moderate positive relationship with customer satisfaction. Besides, the result also showed that order to delivery lead time has the most significant effect that influencing customer satisfaction.

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