Summary
This study is about the discoveries on the relationship between intrinsic and extrinsic attributes of product quality with brand loyalty. It helps to extend the understanding on the perceptions of product quality of Malaysia national brand motorcycle/scooter, MODENAS and its influence towards brand loyalty, an important element in determining the customer re-purchase buying behavior. Results indicated that although from the earlier literature concluded product quality generally has significant influences towards the brand loyalty but in the case of motorcycle/scooter products, only product quality based on the perceived quality (extrinsic attribute) was found to have significant influence on the brand loyalty instead of objective quality (intrinsic attributes). These perceptions are not fixed and can be changed if the product has high level of customer awareness, good image from marketing activities such as advertising, sales promotion and etc. Future research should focus on the similar study to MODENAS's competitors in the market.
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Extract
The Relationship Between Extrinsic and Intrinsic Attributes of Product Quality with Brand Loyalty On Malaysia National Brand Motorcycle/Scooter, Modenas
1. Introduction
In today's intense competitive market, only the competitive advantage product will be able to survive and continuously gain the demand from the consumers. From the marketing point of view, competitive advantage can be achieved through a series of intermediate objectives such as perceived quality, achieving satisfaction, greater commitment and confidence on the part of customers, as well as a final objective, which may be to enhance loyalty. Loyalty towards product brand can be derived in many ways. According to Aaker, 1991, a brand can be defined as distinguishing name or symbol intended to identify both goods and services. Aaker and Keller, 1990 believe that loyalty is closely associated with various factors, one of the main ones being the experience of use.Customers may be loyal owing to high switching barriers related to technical, economical or psychological factors which make it costly or difficult for the customer to change. In another point of view, customers may also be loyal because they are satisfied with the supplier or product brand, and thus want to continue the relationship (Fornell, 1992).Research on quality in the automotive industry has started as early in the year 1980s by the practition...See the full content of this document
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