Factors that influencing customer awareness toward Malaysian National News Agency (BERNAMA) mobile newsroom in the service industry

The purpose of this study is to study customer awareness toward Malaysian National News Agency (BERNAMA) Mobile Newsroom in the service industry. A questionnaire was developed and distributed to Felda Marketing Services Sdn Bhd, Kuala Lumpur. Data collected from 100 respondents were used to test the research model. It is found that the employees, in general, had positive acceptance toward BERNAMA Mobile Newsroom. The Pearson correlation test results showed that advertising, price and corporate reputation had significant relationship with customer awareness toward BERNAMA Mobile Newsroom. However, there are limitations throughout completing the research such as lack of data, lack of experience and time constraint. The samples for this study were randomly chosen from many departments in Felda Marketing Services Sdn Bhd and this limited sampling frame may affect the generalization of findings. Practical implications of this study suggest in order enhancing customer awareness, BERNAMA should focus on advertising, price and corporate reputation. Moreover, the results of this study provide valuable references for BERNAMA and researchers in the future.