A study on customer acceptance towards executive bus : A case of Nice in Kelantan / Wan Nor Hasnita Wan Hamid

Transportation industry needs to remain competitive. One way of improving competitive advantage is to attract more customers and increase customers’ acceptance. Customers’ acceptance is importance for company’s survival. Thus, this study has been conducted to determine how to build customers’ acceptance to Konsortium Transnasional Berhad. Customers may accept due to high switching barriers or lack of real alternatives. Customers may also be accepting because they are satisfied and thus want to continue the relationship. The objective of this study is to determine the factors that influence customers’ acceptance where the researcher focuses on four factors which are brand name, user characteristics, product characteristics, and advertising. The findings of this study will be beneficial to Konsortium Transnasional Berhad in ensuring its acceptance to Nice executive coach. In collecting data, the researcher used primary data (questionnaire) as a way to get feedback from the customers. Using non probability sampling, 100 respondents have participated on this study. In this research, the finding shows that brand name, user characteristics, and product characteristics have significant relationship towards dependent variable (customer acceptance)