Staff View: 4P’s marketing strategy affecting customer’s purchase intentions towards Maxis / Siti Zaharah Salleh

4P’s marketing strategy affecting customer’s purchase intentions towards Maxis / Siti Zaharah Salleh

The purpose of this study was to assist Maxis Communications in determining their services marketing mix. It is to identify the current strategies that have been practiced by Maxis Communications in term of the 4P’s. The research is also focusing on the perception of the customers towards the strate...

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Main Author:	Salleh, Siti Zaharah
Format:	Student Project
Language:	English
Published:	2009
Subjects:	Marketing research. Marketing research companies. Sales forecasting Consumer satisfaction Customer services. Customer relations
Online Access:	http://ir.uitm.edu.my/id/eprint/31393/1/31393.pdf http://ir.uitm.edu.my/id/eprint/31393/
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id	my.uitm.ir.31393
record_format	eprints
spelling	my.uitm.ir.313932020-09-10T06:18:05Z http://ir.uitm.edu.my/id/eprint/31393/ 4P’s marketing strategy affecting customer’s purchase intentions towards Maxis / Siti Zaharah Salleh Salleh, Siti Zaharah Marketing research. Marketing research companies. Sales forecasting Consumer satisfaction Customer services. Customer relations The purpose of this study was to assist Maxis Communications in determining their services marketing mix. It is to identify the current strategies that have been practiced by Maxis Communications in term of the 4P’s. The research is also focusing on the perception of the customers towards the strategy that have been practiced by Maxis Communications to induce the customer’s suggestion and ideas on how Maxis can improve their performance to attract new customers and retain old customers. The results indicate that the product/services and the prices factor explained the highest proportion of customer’s purchase intention towards Maxis Communications. The weakness link in the 4P’s marketing strategy would be the promotional activities and the places where customer can reached their product are not aggressively and accurately performed in order to create customer awareness and enhance customer’s satisfaction. The researcher used descriptive research in order to conduct the research on the issue. Descriptive research is a type of conclusive research that has its major objective. 100 questionnaires were distributed to customers of Maxis and these respondents were selected using simple random sampling technique. Where the researcher distribute the questionnaire at Malacca Tengah. Questionnaires were distributed as the source of primary data. And the data obtained was processed and analyzed using the statistical package for social science (SPSS) version 14. The researcher also conducts several sessions of interview with the management of Maxis to gain the information relevant to achieve the objectives. 2009 Student Project NonPeerReviewed text en http://ir.uitm.edu.my/id/eprint/31393/1/31393.pdf Salleh, Siti Zaharah (2009) 4P’s marketing strategy affecting customer’s purchase intentions towards Maxis / Siti Zaharah Salleh. [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 Consumer satisfaction Customer services. Customer relations
spellingShingle	Marketing research. Marketing research companies. Sales forecasting Consumer satisfaction Customer services. Customer relations Salleh, Siti Zaharah 4P’s marketing strategy affecting customer’s purchase intentions towards Maxis / Siti Zaharah Salleh
description	The purpose of this study was to assist Maxis Communications in determining their services marketing mix. It is to identify the current strategies that have been practiced by Maxis Communications in term of the 4P’s. The research is also focusing on the perception of the customers towards the strategy that have been practiced by Maxis Communications to induce the customer’s suggestion and ideas on how Maxis can improve their performance to attract new customers and retain old customers. The results indicate that the product/services and the prices factor explained the highest proportion of customer’s purchase intention towards Maxis Communications. The weakness link in the 4P’s marketing strategy would be the promotional activities and the places where customer can reached their product are not aggressively and accurately performed in order to create customer awareness and enhance customer’s satisfaction. The researcher used descriptive research in order to conduct the research on the issue. Descriptive research is a type of conclusive research that has its major objective. 100 questionnaires were distributed to customers of Maxis and these respondents were selected using simple random sampling technique. Where the researcher distribute the questionnaire at Malacca Tengah. Questionnaires were distributed as the source of primary data. And the data obtained was processed and analyzed using the statistical package for social science (SPSS) version 14. The researcher also conducts several sessions of interview with the management of Maxis to gain the information relevant to achieve the objectives.
format	Student Project
author	Salleh, Siti Zaharah
author_facet	Salleh, Siti Zaharah
author_sort	Salleh, Siti Zaharah
title	4P’s marketing strategy affecting customer’s purchase intentions towards Maxis / Siti Zaharah Salleh
title_short	4P’s marketing strategy affecting customer’s purchase intentions towards Maxis / Siti Zaharah Salleh
title_full	4P’s marketing strategy affecting customer’s purchase intentions towards Maxis / Siti Zaharah Salleh
title_fullStr	4P’s marketing strategy affecting customer’s purchase intentions towards Maxis / Siti Zaharah Salleh
title_full_unstemmed	4P’s marketing strategy affecting customer’s purchase intentions towards Maxis / Siti Zaharah Salleh
title_sort	4p’s marketing strategy affecting customer’s purchase intentions towards maxis / siti zaharah salleh
publishDate	2009
url	http://ir.uitm.edu.my/id/eprint/31393/1/31393.pdf http://ir.uitm.edu.my/id/eprint/31393/
_version_	1685650782523752448
score	13.211869

4P’s marketing strategy affecting customer’s purchase intentions towards Maxis / Siti Zaharah Salleh

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