The role of consumer perception towards customer acceptance of mobile customer relationship management (MCRM) / Nur Izzatie Ariffin

Ariffin, Nur Izzatie (2012) The role of consumer perception towards customer acceptance of mobile customer relationship management (MCRM) / Nur Izzatie Ariffin. Degree thesis, Universiti Teknologi MARA Cawangan Kelantan.

Abstract

This study focuses on mobile Customer Relationship Management (mCRM) among the general status which is to research about the acceptance from customers. The objective of this study is to examine the significant and relationship between each of independent variables which is perceive trust, perceive risk, perceive innovativeness, and perceive value with mobile Customer Relationship Management (mCRM). Besides that, it also to identify the most influential factors of independent variables that contributes to the Customer Acceptance of mobile Customer Relationship Management (mCRM). So, the researcher intends to test four independent variables either acceptable or not from the customers. In addition, 100 respondents are selected randomly from the Maha Festival 2012 in Serdang, Selangor. It is be distributed in Maha Festival 2012 because of the researcher would to find the randomly of the respondents. The correlation coefficient most influential is, perceive value is the highest, 0.514 which is it indicate the positive moderate linear relationship between these two variables significant value of 0.000. The results between two variables are significant because the significant value is less than alpha level (2-tailed) which is 0.01. So, the hypothesis testing is accepted by Null Hypothesis (Ho) and 0. 595 is moderate correlation, substantial relationship. The correlation coefficient for perceive innovativeness is the second highest, 0.430 which is it indicate the positive moderate linear relationship between these two variables significant value of 0.000. The results between two variables are significant because the significant value is less than alpha level (2-tailed) which is 0.01. So, the hypothesis testing is accepted by Null Hypothesis (Ho) and 0.430 is moderate correlation, substantial relationship. The correlation coefficient perceive risk is third highest, 0.373 which is it indicate the positive moderate linear relationship between these two variables significant value of 0.000. The results between two variables are significant because the significant value is less than alpha level (2-tailed) which is 0.01. So, the hypothesis testing is accepted by Null Hypothesis (Ho) and 0.373 is low correlation, definite but small relationship. The correlation coefficient perceive trust is the lowest, 0.358 which is it indicate the positive moderate linear relationship between these two variables significant value of 0.000. The results between two variables are significant because the significant value is less than alpha level (2-tailed) which is 0.01. So, the hypothesis testing is accepted by Null Hypothesis (Ho) and 0.358 is low correlation, definite but small relationship.

Metadata

Item Type: Thesis (Degree)
Creators:
CreatorsEmail / ID. Num
Ariffin, Nur Izzatie2010221714
Contributors:
ContributionNameID Num. / Email
Thesis advisorMuhammad, Mohd ZainuriUNSPECIFIED
Subjects: H Social Sciences > HE Transportation and Communications > Telephone industry
H Social Sciences > HF Commerce > Consumer satisfaction
H Social Sciences > HF Commerce > Customer services. Customer relations
Divisions: Universiti Teknologi MARA, Kelantan > Kota Bharu Campus
Programme: Bachelor of Business Administration (Hons) Marketing
Item ID: 37903
Uncontrolled Keywords: Mobile Customer Relationship Management (MCRM), marketing, technology and management.
URI: http://ir.uitm.edu.my/id/eprint/37903

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