Assessing the perceived brand image of TM and customer satisfaction level at TMpoint in Kuching / Abdurahim Dawi ... [et al.].

Dawi, Abdurahim and Hj Khalit, Nazarihan (2008) Assessing the perceived brand image of TM and customer satisfaction level at TMpoint in Kuching / Abdurahim Dawi ... [et al.]. [Student Project] (Unpublished)

Abstract

The objectives are to determine TM Brand's image and compare it with other brand in the market. This project is also to determine the level of customers' satisfaction at
TMpoint. There are 2 parts of the study involving the general public at large in Kuching and TM's customers patronising TMpoint. For the first part, the six core attributes, namely Innovativeness, Credibility of Image,
Understanding Customer, Quality, Value for Money and Trustworthiness adopted from the Reader's Digest Trusted Brand Survey and additional attribute of Reliability were
used to measure the perceived brand image of TM Brand. Based on the literature reviews, the items describing these core attributes are identified and a focus group
consisting of experienced managers from various industries is conducted. From here the questionnaires are prepared and given to the respondents.

Metadata

Item Type: Student Project
Creators:
Creators
Email / ID Num.
Dawi, Abdurahim
UNSPECIFIED
Hj Khalit, Nazarihan
UNSPECIFIED
Subjects: H Social Sciences > HF Commerce > Branding (Marketing)
H Social Sciences > HF Commerce > Consumer satisfaction
Divisions: Universiti Teknologi MARA, Sarawak > Kota Samarahan Campus > Faculty of Business and Management
Programme: Executive Master of Business Administration
Keywords: TM Point, customers' satisfaction, Kuching
Date: January 2008
URI: https://ir.uitm.edu.my/id/eprint/44625
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