Competitive profile: customer loyalty in automobile sector in Malaysia / Nurziatul Syima Muad

It is believed that every customer expect every company to offer good product quality and good services at competitive price. This will increase customer satisfaction and tend to create “customer delight”. As a result, customer retention rate will increase from time to time. This customers tend to create more values to the firm and greater in profitability. However, some of the companies are far away from meeting customers requirement, therefore, a measurement is needed to determine the competitiveness in terms of customer loyalty. The aim of this study is to provide guidelines in measuring customer loyalty in automobile sectors by applying Competitive Profile Matrix. Customer loyalty comprises of a marketing mix of product quality, salesforce, competitive price and marketing support. On the basis of the analysis, the study indicated that competitive price is very strong to determine customer loyalty in Malaysian scenario. In terms of competitiveness, Proton is the strongest among the companies that have been evaluated.