Malayasian Customer Perception On Carmaker Value Delivery

This paper studied the perceptions of customer value delivery among customers of carmakers in Malaysia. Delivery of customer value deals with the intensity of customer perceptions and its relationships with customer satisfaction and delight. Data was analyzed mainly using the Description Statistical Analysis. The purposive sampling was employed. The samples consist of 260 respondents who were car owners. Descriptive statistical analysis was applied whereby frequency analysis was used to analyze demographic variables. Means and ANOVAs were used to analyze other variables under study. The major finding was that first, demographic factors do not affect the perception on value delivery and customer satisfaction. Second, the means of customer perception on value delivery and customer satisfaction dimensions are statistically different among carmakers. Third, the ranking based on value delivery and customer satisfaction is consistent among the carmakers. Fourth, Honda is ranked at the top in terms of delivering good value to the customers and fulfilling customers’ satisfaction and Toyota ranked second place. Finally, Honda has the strengths in terms of performance value, social value, emotional value and payer’s value while Toyota’s strengths are in terms of service value, convenience value and personalized value.