A case study Ban Hoe Seng Auto: determinant of Honda distributor selection by customer / Dayang Irene Syahira Bahaman

The problem statement which is one three component which is firm infrastructure, marketing capabilities and logistic capabilities. The objective of this research is to identify factors that significantly influence the of Honda distributor selection by customer. Other than that, this study tend to identify dominance relationship of selection of Hinda distributor selection by customer. For this study, conclusive research design was chosen because this study used existence sampling from previous researchers such as journal, and websites. There are 100 respondents of customer from Ban Hoe Seng Auto Sdn. Bhd. for data collections by using online questionnaire. The results prove only firm infrastructure, marketing capabilities and logistics capabilities have the positive relationship with selection distributor in Ban Hoe Seng Auto Sdn. Bhd. The result from second objective is all the dimensions are significant to contribute to selection distributor by customer will improve their strategies and also important not only in product but also in service sectors. It will also serve as as a future reference for researchers on the subject of marketing, management and service quality.