Staff View: Perception towards service quality and the impact of brand image on customers in Prudential BSN Takaful Berhad,Melaka / Nur Ain Farhana Sulaiman and Nurul Najwa Khairul Azman

Perception towards service quality and the impact of brand image on customers in Prudential BSN Takaful Berhad,Melaka / Nur Ain Farhana Sulaiman and Nurul Najwa Khairul Azman

The title of this study is “Perception towards service quality and The Impact of Brand Image on Customers in Prudential BSN Takaful Berhad Melaka”. The first purpose of this study is to determine the level of brand image towards Prudential BSN Takaful Berhad Melaka. There are five independent variab...

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Main Authors:	Sulaiman, Nur Ain Farhana, Khairul Azman, Nurul Najwa
Format:	Student Project
Language:	English
Published:	2015
Subjects:	Marketing research. Marketing research companies. Sales forecasting Market surveys. Including brand choice. Brand loyalty
Online Access:	http://ir.uitm.edu.my/id/eprint/28868/1/28868.pdf http://ir.uitm.edu.my/id/eprint/28868/
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id	my.uitm.ir.28868
record_format	eprints
spelling	my.uitm.ir.288682020-06-22T04:46:12Z http://ir.uitm.edu.my/id/eprint/28868/ Perception towards service quality and the impact of brand image on customers in Prudential BSN Takaful Berhad,Melaka / Nur Ain Farhana Sulaiman and Nurul Najwa Khairul Azman Sulaiman, Nur Ain Farhana Khairul Azman, Nurul Najwa Marketing research. Marketing research companies. Sales forecasting Market surveys. Including brand choice. Brand loyalty The title of this study is “Perception towards service quality and The Impact of Brand Image on Customers in Prudential BSN Takaful Berhad Melaka”. The first purpose of this study is to determine the level of brand image towards Prudential BSN Takaful Berhad Melaka. There are five independent variables involved in this study which are Tangible, Reliability, Responsiveness, Assurance and Empathy. In order to completing this study, the hypothesis was been constructed and focused on the objective to determine whether there has significant relationship between those independent variables with brand image. A total of 150 peoples have participated in this study as respondents. The methodology used for the study was primary data collection. For primary data, the researcher was used the method of questionnaire to obtained through the analyzing and interpret data of result. The reliability test, regression, frequency analysis, descriptive testing and Pearson’s correlation coefficient testing was used for data analysis. From correlation testing, the result shows that one of the independent variables which is responsiveness has a strong relationship with brand image. The relationship of brand image with other independent variables which are assurance and empathy are moderate relationship while tangible and reliability are weak relationship respectively. For hypothesis, there are clearly shown that all of the hypothesis including tangible, reliability, responsiveness, assurance and empathy are supported. 2015 Student Project NonPeerReviewed text en http://ir.uitm.edu.my/id/eprint/28868/1/28868.pdf Sulaiman, Nur Ain Farhana and Khairul Azman, Nurul Najwa (2015) Perception towards service quality and the impact of brand image on customers in Prudential BSN Takaful Berhad,Melaka / Nur Ain Farhana Sulaiman and Nurul Najwa Khairul Azman. [Student Project] (Unpublished)
institution	Universiti Teknologi Mara
building	Tun Abdul Razak Library
collection	Institutional Repository
continent	Asia
country	Malaysia
content_provider	Universiti Teknologi Mara
content_source	UiTM Institutional Repository
url_provider	http://ir.uitm.edu.my/
language	English
topic	Marketing research. Marketing research companies. Sales forecasting Market surveys. Including brand choice. Brand loyalty
spellingShingle	Marketing research. Marketing research companies. Sales forecasting Market surveys. Including brand choice. Brand loyalty Sulaiman, Nur Ain Farhana Khairul Azman, Nurul Najwa Perception towards service quality and the impact of brand image on customers in Prudential BSN Takaful Berhad,Melaka / Nur Ain Farhana Sulaiman and Nurul Najwa Khairul Azman
description	The title of this study is “Perception towards service quality and The Impact of Brand Image on Customers in Prudential BSN Takaful Berhad Melaka”. The first purpose of this study is to determine the level of brand image towards Prudential BSN Takaful Berhad Melaka. There are five independent variables involved in this study which are Tangible, Reliability, Responsiveness, Assurance and Empathy. In order to completing this study, the hypothesis was been constructed and focused on the objective to determine whether there has significant relationship between those independent variables with brand image. A total of 150 peoples have participated in this study as respondents. The methodology used for the study was primary data collection. For primary data, the researcher was used the method of questionnaire to obtained through the analyzing and interpret data of result. The reliability test, regression, frequency analysis, descriptive testing and Pearson’s correlation coefficient testing was used for data analysis. From correlation testing, the result shows that one of the independent variables which is responsiveness has a strong relationship with brand image. The relationship of brand image with other independent variables which are assurance and empathy are moderate relationship while tangible and reliability are weak relationship respectively. For hypothesis, there are clearly shown that all of the hypothesis including tangible, reliability, responsiveness, assurance and empathy are supported.
format	Student Project
author	Sulaiman, Nur Ain Farhana Khairul Azman, Nurul Najwa
author_facet	Sulaiman, Nur Ain Farhana Khairul Azman, Nurul Najwa
author_sort	Sulaiman, Nur Ain Farhana
title	Perception towards service quality and the impact of brand image on customers in Prudential BSN Takaful Berhad,Melaka / Nur Ain Farhana Sulaiman and Nurul Najwa Khairul Azman
title_short	Perception towards service quality and the impact of brand image on customers in Prudential BSN Takaful Berhad,Melaka / Nur Ain Farhana Sulaiman and Nurul Najwa Khairul Azman
title_full	Perception towards service quality and the impact of brand image on customers in Prudential BSN Takaful Berhad,Melaka / Nur Ain Farhana Sulaiman and Nurul Najwa Khairul Azman
title_fullStr	Perception towards service quality and the impact of brand image on customers in Prudential BSN Takaful Berhad,Melaka / Nur Ain Farhana Sulaiman and Nurul Najwa Khairul Azman
title_full_unstemmed	Perception towards service quality and the impact of brand image on customers in Prudential BSN Takaful Berhad,Melaka / Nur Ain Farhana Sulaiman and Nurul Najwa Khairul Azman
title_sort	perception towards service quality and the impact of brand image on customers in prudential bsn takaful berhad,melaka / nur ain farhana sulaiman and nurul najwa khairul azman
publishDate	2015
url	http://ir.uitm.edu.my/id/eprint/28868/1/28868.pdf http://ir.uitm.edu.my/id/eprint/28868/
_version_	1685650469227069440
score	13.211869

Perception towards service quality and the impact of brand image on customers in Prudential BSN Takaful Berhad,Melaka / Nur Ain Farhana Sulaiman and Nurul Najwa Khairul Azman

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