Customer Satisfaction with Different Brands of Motor Car Batteries

Announcing: Aung, Thin Zar Tin and John Walsh, “Customer Satisfaction with Different Brands of Motor Car Batteries,” International Review of Management and Development Studies, Vol.1, No.2 (2017), available at: http://crcltd.org/images/Customer_Satisfaction_with_Different_Brands_of_Motor_Car_Batteries.PDF.

Abstract:

With a greater demand for motor car batteries in Myanmar, different brands of motor car batteries are entering from foreign countries as well as they are being manufactured locally. Recognizing customer satisfaction is crucial for all types of businesses; manufacturers are trying their best to make satisfied needs and wants of customers competitively and profitability. The objectives of the study were to identify the perception of customers on quality of the product, customer relationship quality and after-sales service, to determine the level of customer satisfaction and its associated factors. The study was a cross-sectional descriptive study and conducted in Mandalay city using both quantitative and qualitative methods. The participants were recruited using two-stage random sampling method and 104 professional motor car drivers were interviewed by using structured questionnaire. For qualitative data collection, indepth interview was performed with ten consumers as well as 10 providers such as wholesalers and retailers. The study found that the customers’ perceptions on quality of the motor car battery brand they were currently using, customer relationship quality and after-sales service offered together with the product were quite positive. The overall satisfaction of the respondents on the currently using motor car battery was average. According to simple linear regression analysis, the customers’ perception on quality of the product, customer relationship quality and after-sales service were found as significant factors for customer satisfaction. The qualitative results showed that the customers considered quality of the product as crucial for a motor car battery. The findings would provide information to local manufacturers to compete future competitors who are trying to penetrate Myanmar motor car battery market as well as to improve the quality of products and services of motor car batteries’ companies. Keywords: Customer satisfaction, Motor car batteries, Quality, After-sales service, Customer relationship quality

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