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A study on key success factors and variables among cottage and village industries contributing towards consumers satisfaction and loyalty in Northern Kedah / Mohammad Zaki Ayob and Fatimah Mohd Saman

Numerous efforts had been undertaken by government agencies to improve rural poverty . One initiative is establishing cottage-based enterprises that are intended to function as all-year revenue generato rs for farm families. The issues related to this initiative are market acceptance, competitive ad...

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Main Authors: Ayob, Mohammad Zaki, Saman, Fatimah Mohd
Format: Research Reports
Language:English
Published: 2018
Subjects:
Planning. Business planning. Strategic planning
Consumer satisfaction
Customer services. Customer relations
Online Access:http://ir.uitm.edu.my/id/eprint/34208/1/34208.pdf
http://ir.uitm.edu.my/id/eprint/34208/
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spelling my.uitm.ir.342082020-09-10T04:07:50Z http://ir.uitm.edu.my/id/eprint/34208/ A study on key success factors and variables among cottage and village industries contributing towards consumers satisfaction and loyalty in Northern Kedah / Mohammad Zaki Ayob and Fatimah Mohd Saman Ayob, Mohammad Zaki Saman, Fatimah Mohd Planning. Business planning. Strategic planning Consumer satisfaction Customer services. Customer relations Numerous efforts had been undertaken by government agencies to improve rural poverty . One initiative is establishing cottage-based enterprises that are intended to function as all-year revenue generato rs for farm families. The issues related to this initiative are market acceptance, competitive advantage, customer satisfaction, and loyalty toward these products . This study was thus conducted to find out present customer ratings on important variables that contribute to customer satisfaction and loyalty. A group of existing and potential customers were selected to provide feedback for this study and their age group range from 13 to 25 years old. However, 73.7% of the selected respondents were above 20 years. Sample subjects were subsequently interviewed based on some '· ~as te tests" provided and data were collected after the taste test. Due to the lack of a reliable sampling frame, nonprobability sampling technique was used. The selection of sample subjects was based on their ability to discriminate product attributes and assess service quality. The information collected relates to Product Quality (taste, packaging, freshness, attractiveness, and health benefits), Service Quality (availability, price, display, and promotion), Customer Satisfaction (value for money , fulfillment , overall quality, and exceeding expectations), and their indication of Product Loyalty (comparable to ideal, willing to recommend, confident people will be loyal , self willing to be loyal) . The period of study was from September 2004 to April 2005. The Structural Equations Modeling was utilized to obtain an acceptable model , regression coefficients and causal strengths oflatent (y) and measured (A) variables. The., tes t result shows that presently Service Quality influences 71.3% towards Customer Satisfaction while Product Quality only influences 14.7%. Customer Satisfaction, however, explains 98% of Customer Loyalty. Based on these data, the current predictor of Customer Satisfaction is Service Quality. Hence , there is a need to enhance Product Quality and its attributes besides maintaining Service Quality . 2018 Research Reports NonPeerReviewed text en http://ir.uitm.edu.my/id/eprint/34208/1/34208.pdf Ayob, Mohammad Zaki and Saman, Fatimah Mohd (2018) A study on key success factors and variables among cottage and village industries contributing towards consumers satisfaction and loyalty in Northern Kedah / Mohammad Zaki Ayob and Fatimah Mohd Saman. [Research Reports] (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 Planning. Business planning. Strategic planning
Consumer satisfaction
Customer services. Customer relations
spellingShingle Planning. Business planning. Strategic planning
Consumer satisfaction
Customer services. Customer relations
Ayob, Mohammad Zaki
Saman, Fatimah Mohd
A study on key success factors and variables among cottage and village industries contributing towards consumers satisfaction and loyalty in Northern Kedah / Mohammad Zaki Ayob and Fatimah Mohd Saman
description Numerous efforts had been undertaken by government agencies to improve rural poverty . One initiative is establishing cottage-based enterprises that are intended to function as all-year revenue generato rs for farm families. The issues related to this initiative are market acceptance, competitive advantage, customer satisfaction, and loyalty toward these products . This study was thus conducted to find out present customer ratings on important variables that contribute to customer satisfaction and loyalty. A group of existing and potential customers were selected to provide feedback for this study and their age group range from 13 to 25 years old. However, 73.7% of the selected respondents were above 20 years. Sample subjects were subsequently interviewed based on some '· ~as te tests" provided and data were collected after the taste test. Due to the lack of a reliable sampling frame, nonprobability sampling technique was used. The selection of sample subjects was based on their ability to discriminate product attributes and assess service quality. The information collected relates to Product Quality (taste, packaging, freshness, attractiveness, and health benefits), Service Quality (availability, price, display, and promotion), Customer Satisfaction (value for money , fulfillment , overall quality, and exceeding expectations), and their indication of Product Loyalty (comparable to ideal, willing to recommend, confident people will be loyal , self willing to be loyal) . The period of study was from September 2004 to April 2005. The Structural Equations Modeling was utilized to obtain an acceptable model , regression coefficients and causal strengths oflatent (y) and measured (A) variables. The., tes t result shows that presently Service Quality influences 71.3% towards Customer Satisfaction while Product Quality only influences 14.7%. Customer Satisfaction, however, explains 98% of Customer Loyalty. Based on these data, the current predictor of Customer Satisfaction is Service Quality. Hence , there is a need to enhance Product Quality and its attributes besides maintaining Service Quality .
format Research Reports
author Ayob, Mohammad Zaki
Saman, Fatimah Mohd
author_facet Ayob, Mohammad Zaki
Saman, Fatimah Mohd
author_sort Ayob, Mohammad Zaki
title A study on key success factors and variables among cottage and village industries contributing towards consumers satisfaction and loyalty in Northern Kedah / Mohammad Zaki Ayob and Fatimah Mohd Saman
title_short A study on key success factors and variables among cottage and village industries contributing towards consumers satisfaction and loyalty in Northern Kedah / Mohammad Zaki Ayob and Fatimah Mohd Saman
title_full A study on key success factors and variables among cottage and village industries contributing towards consumers satisfaction and loyalty in Northern Kedah / Mohammad Zaki Ayob and Fatimah Mohd Saman
title_fullStr A study on key success factors and variables among cottage and village industries contributing towards consumers satisfaction and loyalty in Northern Kedah / Mohammad Zaki Ayob and Fatimah Mohd Saman
title_full_unstemmed A study on key success factors and variables among cottage and village industries contributing towards consumers satisfaction and loyalty in Northern Kedah / Mohammad Zaki Ayob and Fatimah Mohd Saman
title_sort study on key success factors and variables among cottage and village industries contributing towards consumers satisfaction and loyalty in northern kedah / mohammad zaki ayob and fatimah mohd saman
publishDate 2018
url http://ir.uitm.edu.my/id/eprint/34208/1/34208.pdf
http://ir.uitm.edu.my/id/eprint/34208/
_version_ 1685651162878967808
score 13.211869

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