DOI :10.24924/ijabm/2019.04/v7.iss1/33.57
Views: 286 | Downloads: 1790

IMPACT OF PRODUCT QUALITY AND PRICING STRATEGY ON CUSTOMER SATISFACTION IN HYPERMARKET IN MALAYSIA

Theng Tong Sern
Lord Ashcroft International Business School
Anglia Ruskin University, UK

Ananthlakshmi Mahadevan

FTMS College, Malaysia

Keywords: Customer Satisfaction, Pricing Strategy, Product Quality, Hypermarket Malaysia

full-text pdf before

Abstract

The researcher studied the impact of pricing strategy and product quality on customer satisfaction in hypermarket in Malaysia. The independent variables in this research are pricing strategy and product quality and the dependent variable is customer satisfaction. 200 respondents in Ipoh town, Ipoh Garden area were participated to answer the questionnaires distributed. All the data were usable. Non probability and convenience sampling method were adopted. There were 4 sections in the questionnaires which are demographic information, pricing strategy, and product quality and customer satisfaction. The demographic sections consist of 9 questions, follow by 5 items each for pricing strategy, product quality and customer satisfaction. 5 points likert scale was used to evaluate the variables. The researcher used SPSS software to analyze the collected data. Descriptive analysis, reliability test, normality test, regression test and Pearsons's Correlation test were ran to analyze the data. Both the pricing strategy and product quality were tested to have positive significance impact on customer satisfaction in hypermarket in Malaysia at a significance threshold off 0.01 level of significance. The Cronbach's alpha for all 15 item were at 0.876. The standardized coefficient beta for pricing strategy were .861 and product quality were 0.094 which shows pricing strategy has a lot more weight in affecting customer satisfaction in hypermarket in Malaysia.

Reference

Abu, N. K., & Roslin, R. M. (2008). Indentifying Service Quality Dimensions by Understanding Consumer Preferences in the Malaysian Grocery Retail Sector. Unitar E-Journal, 4 (2), 57-67.



Copyright © FTMS Journal 2013-2021
This website best viewed in IE8 and above & Firefox at 1280 x 1024 resolution.

Creative Commons LicenseThis work is licensed under a Creative Commons Attribution 4.0 International License.