Analysing the factors influencing customer satisfaction at Aver Asia Rental Sdn Bhd (AARSB)

This study explores the various factors that determine customer satisfaction in relation to Aver Asia Rental Sdn Bhd (AARSB), which is a leading player within the competitive landscape of equipment rental industry within Malaysia. A quantitative research methodology was employed in that the information was gathered using structured questionnaires with 104 customers being surveyed. Four independent variables were assessed for their effect on Customer Satisfaction (dependent variable) using the Customer Perceived Value (CPV) Theory framework with Service Quality, Responsiveness and Support, Employee Competence and Communication Performance and Perceived Value and Adaptability as independent variables. A descriptive analysis, correlation analysis and a multiple regression analysis were carried out on the collected data using SPSS. The study integrated the findings of SWOT and TOWS analysis into its strategic recommendations. To enhance the services provided by AARSB and build stronger relationships with their customers, it is recommended that data-driven customer feedback systems be implemented, and that digitalisation efforts should be accelerated. Additionally, customer value propositions should be developed around customised rental packages and partnership programs. The findings of this study provide AARSB with the necessary insights to further develop their service offers. Therefore, build the competitive advantage necessary to succeed in Malaysia's rapidly evolving industrial equipment rental market. The research provides empirical and practical evidence-based techniques about how to improve AARSB service delivery through greater customer loyalty and enhancing their competitive advantage in Malaysia's industrial rental marketplace.