A study of the customer awareness on the TNB Distribution (TNBD) campaign of “a customer loyalty programme” in Dungun / Wan Razak Wan Muda

According to one source, many giant companies that made million of dollars profit do not have cash in hand. This means that they are short of cash flow. Though they gain profit in their operation according the financial statement but actually mostly the profit is still with their customers. Why this happen? There is something hidden behind it. These problems also happened to Tenaga Nasional Berhad, the largest Electricity Company in the nation. Though it made billion dollars of profit annually, it still faced the shortage of cash flow. In order to overcome the problem, TNB through its’ subsidiary TNB Distribution had launched the campaign of Customer Loyalty Programme that encourage customers to pay their electricity bills at Kedai Tenaga within 15 days after receiving the bills. Through this campaign, TNB expected to add its’ cash flow earlier and to reduce certain expenses that it has to bear regarding the customers that pay bills at Post Office. So this study is held to measure the customers’ level of awareness toward the campaign and how much it has help TNB to overcome the problem in Dungun. It is also the tools to measure whether the campaign is success or not in this area. This study was conducted in Dungun, which all respondents are selected from the TNBD customers of Kg, Sura Gate, Sura Jati, Sura Hujung and Paka. Finally, the study also tries to recognize the strength and weaknesses of the campaign and will