Parallel Session: Exploring Research in Specialized Area’(Masa : 2.30 petang – 4.00 petang)Kumpulan 1 (BM220 - Marketing)F141, Kompleks Star

Kamsol Mohamed Kassim

Coverage

#1. INTRODUCTION / OBJECTIVE

AREA of Interest During

Industrial training

Integral part of

BBA(Hon)

Synthesis various

aspect of learning

Ability to write

substantial report

Demonstration of

understanding concept techniques

skill

http://kalyan-city.blogspot.com/2011/07/scope-of-marketing-research-mr-branches.html

Branches / Areas / Scope of Marketing Research

Market research and marketing research are often confused.

'Market' research is simply research into a specific market. It is a very narrow concept. 'Marketing' research is much broader. It not only includes 'market' research, but also areas such as research into new products, or modes of distribution such as via the Internet. Here are a couple of definitions:

"Marketing research is the function that links the consumer, customer, and public to the marketer through information - information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process.

Marketing research specifies the information required to address these issues, designs the methods for collecting information, manages and implements the data collection process, analyzes, and communicates the findings and their implications."

American Marketing Association (AMA) - Official Definition of Marketing Researchhttp://www.marketingteacher.com/lesson-store/lesson-marketing-research.html

CHOOSING THE PROJECT TOPIC / AREA It is the student’s responsibility to identify a suitable project topic, subject to the approval of his/her advisor (appointed lecturer).

The topic must be of issues related to the field of study or at least related to any subject indicated in the students’ program’s curriculum. Request from the industry must also be taken into considerations and shall be discussed between the student, advisor and the supervisor (from the company).  For the purpose of preparing the project paper report, a student has to meet and discuss with his/her advisor a minimum of eight (8) times throughout the semester.

“Not Everything That Counts Can Be Counted, & Not Everything That Can Be Counted, Counts”. ALBERT EINSTEIN

1 MKT 420Principles and Practices of Marketing

2 MKT537 Marketing Research

3 MKT547Marketing Communication

4 MKT542 Channels Management

5 MKT532Understanding Consumer

6 MKT531 Product Management

7 MKT646 Strategic Marketing

8 MKT656 Global Marketing

9 MKT658 Issues in Marketing

10 MKT663 Relationship Marketing

? MKT620 Business Marketing

Source: FBM PROGRAM STRUCTURE - BBA with Honours ( MARKETING ) BM220

Glossory

ChapterKnowledge

#2 INPUT /PROCESS /OUTCOME

CHOOSING THE TOPIC

Students RESPOSIBILIT

Y

SUBJECT SUBJECT APPROVAAPPROVA

L BY L BY ADVISORADVISOR

Issue Related to

Field of Study

Request from The

Industry –To Consider- Shall be

discussed

Meet & Discuss with S/Visor min 8

Times

THE RESEARCH

REPORTP1P2P3

#2 INPUT /PROCESS /OUTCOME

CHOOSING THE TOPIC

THE RESEARCH

REPORT

#3.MY ANALYSIS

STRENGTH WEAKNESSWritten Capabilities/Language CompetenciesKnowledge/ Skills/AbilityAdvisors that are ever willing to guideConducive System

Based on Previous Supervision Based on Previous Supervision Experience:Experience:Take things for granted /Late Starter/Not Properly Plan/No ZEST

OPPORTUNITIES THREATTo proof / ImprovePush up CGPAHigher LevelIf Its really mattersOnce a life time / Time Tunnel

It a process ( involved procedures, task, schedules, activities , routine by which a job/product/service is deliveredToo Engross in the Practical Training…

JUNE JULY AUGUST SEPTEMBER OCTOBER STAGE OF STUDY 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 CHAPTER 1 problem statement research objective significant of study limitations of the study CHAPTER 2 literature review theoretical framework hypothesis CHAPTER 3 methodology research design sample design instrument data analysis

Example of Effort

#3.MY ANALYSIS

• QUESTION & ANSWER

TOPICS 1. *The Impact of Islamic Corporate Image on Purchase Intention; The Moderating role of Halal logo (Trust) / Customer loyalty2.*The link between Purchase Intention and Corporate Image : Predicting Trust of Halal Logo3.*The Relationship between Corporate image, and Purchase Intention : An Exploratory Study4.*An Emperical investigation of Corporate Image : Attitude on Halal logo on purchase intention5.*Moderating role of Halal logo and purchase intention on food products- A perpective look of Corporate image.6.*Corporate Image; An Islamic Perspective on Consumer Purchase Intention 7.*The effect of Corporate Image on the formation of Customer purchase Decision8.*Moderating effect of halal logo and the role of Islamic Corporate Image on intention to purchase food products.9.*Corporate image implication on consumer preference on Halal food products.10.* Trust the moderating Factor Between Islamic Corporate Image and Consumer Purchase Decision

Islamic Corporate image

ANISA AISYA BINTI KHALIL2010205798

BBA (HONS) MARKETING

The moderating effects of corporate image: the influence of service quality and trust on purchase

intention at Great Eastern Takaful Sdn Bhd (GETSB)

INTRODUCTION

• A number of studies has been carried out on purchase intention and the factors influencing purchase intention (Khan, 2012).

• Corporate brands are related to trust (Groenland, 2002 and Berens and van Riel, 2004)

• The provision of high quality services is one of the key factors of a successful operation (Wang and Sha, 2000) and service quality has a direct influence on purchase intention (Huang, 2011).

BACKGROUND OF THE STUDY

• In respect of insurance industry, it has been one of the key drivers to services sector.

Change (%) Share of GDP (%)2010 2011 2012 2010 2011 2012

Intermediate servicesTransport strorage 6.9 5.1 6.7 3.8 3.8 3.8Communication 8.5 7.9 7.9 4.2 4.4 4.5Finance and insurance 6.4 6.3 6.8 11.7 11.8 12.0Real estate and business services

7.8 6.8 5.7 5.5 5.6 5.6

Source: Malaysian Rating Corporation Berhad, 2012

OBJECTIVE OF THE STUDY

• To determine the influence levels of reliability on trust.• To determine the influence levels of tangibility on trust.• To determine the influence levels of responsiveness on trust.• To determine the influence levels of assurance on trust.• To determine the influence levels of empathy on trust.• To determine the influence of trust on customer’s purchase

intention.• To determine the moderating role of corporate image towards

a company on the influence of customer’s trust on customer’s purchase intention.

 

LITERATURE REVIEW

• Purchase Intention• Definition: customers willingness and readiness to consider

buying a products (Wang and Tadisina, 2008, Nelson Barber et al., 2012 and Al-Ekam, 2012).

• Fishbein and Ajzen (1975), a Theory of Reasoned Action (TRA) and Theory of Planned Behaviour (TPB).

TRA

TPB

Attitude

Behaviour

Theory of Planned Behaviour

• Corporate Image• Defintion: the overall representation of an enterprise to

the public (Nguyen and Lablanc, 2001).• Studies on corporate identity has been carried out since

early 1930s (Alan Valdez, 2013).

1930s•Personalities as impression made on other people

1950s-1960s•Consumers buy a brand for the meaning it has

1970s•Include the perceptions of stakeholders

1980s•The effects of behaviour and communication was recognized.

Nowadays, identity is seen as strategic tool

EVOLUTION OF CORPORATE IMAGE

• Trust

Definition: a state involving the expectation of the parties and risk associated with assuming in such expectations (Deutsch, 1958, Holmes and Rempel, 1991 and Al-Ekam , 2012).

A few research on trust is started from psychological study (Wetzels, 1998).

Lewis and Weigert (1985) – three dimensions:1)Cognition2)Affection3)Behaviour

Service Quality

Definition: a long run evaluation of employees performance, interaction and processes and expectation of customers . (Parasuraman, 1985 , Cronin and Taylor, 1992 and Bitner et al., 1996, ).

Parasuraman (1985), is the main contributor to service quality.

Service QualityCategorized into five dimensions :1)Tangibility2)Reliability3)Responsiveness4)Assurance5)Empathy

Author 1. A gap between expectations and perceived performance is the best predictor of satisfaction impact on level of customers trust

Mcquitty et al., (2000)

2. Service quality consists of reliability, tangibility, responsiveness, assurance and empathy.

Parasuraman (1985)

2. Trust relates to positive expectation about the intentions and behaviour of exchange partner.

Singh and Sirdeshmukh, (2000)

3. Positive corporate reputation with guaranteed attributes and functions will establish better customer trust.

Dodds et al., (1991)

PREVIOUS RESEARCHH1-1: Reliability has a significantly

positive influence on trust.

H1-2: Tangibility has a significantly

positive influence on trust.

H1-3: Responsiveness has a significantly

positive influence on trust.

H1-4: Assurance has a significantly

positive influence on trust.

H1-5: Empathy has a significantly positive

influence on trust.

H2: Trust has a significantly

positive influence on purchase

intention

H3: Corporate image will moderate

the influence of trust on purchase

intention.

H3-1: The influence of trust on

purchase intention in high corporate

image situations is greater than in low

corporate image situations.

PROPOSED RESEARCH MODEL

INDEPENDENT VARIABLES DEPENDENT VARIABLES 

Service Quality•Tangibility•Reliability•Responsiveness•Assurance •Empathy

Trust Purchase Intention

Corporate Image

Moderating variable

RESEARCH METHODOLOGY AND ANALYSIS

Frequency analysis •To obtain the number of the responses associated with the different value of

variables and express those counts in percentage term

Descriptive analysis•To understand the characteristics of the respondents of variables of interest situation.

Reliability analysis•Used of Cronbach’s alpha value

•If alpha value was higher than 0.70, then it showed that the reliability was high (Osburn, 2000).

Correlation analysis•Pearson’s correlation was adopted

•The closer the absolute value to 1, the stronger the relationship (Taylor, 1990)

Regression analysis•To test the hypotheses

•Proposed moderator and interaction term was adopted for modeator analysis

RESULT AND FINDINGS• Frequency analysis

Gender: Percentage (%)

Male 38.7

Female 61.3

Total 100

Age : Percentage (%)

18-24 9.3

25-34 44.0

35-44 24.7

45-54 22.0

Total 100

Marital status: Percentage (%)

Single 15.3

Married 84.7

Total 100

Employment status: Percentage (%)

Employed full-time 78.7

Employed part-time 8.7

Retired 5.3

Unemployed 6.0

Student 1.3

Total 100

House hold income:

Percentage (%)

Below RM1000 10.7

RM1001-RM3000 31.3

RM3001-RM5000 16.7

RM5001-RM7000 24.7

RM7001 and above 16.7

Total 100

• Descriptive analysis

Variables N Min Max Mean Std. Deviation

Corporate image

150 4.00 5.00 4.7278 0.35991

Service quality

150 4.00 5.00 4.6633 0.35363

Customer trust

150 3.00 5.00 4.6644 0.48925

Purchase intention

150 3.00 5.00 4.6756 0.50048

• Correlation analysis

Service quality

Customer trust

Purchase intention

Corporate image

Service quality

1

Customer trust

0.534** 1

Purchase intention

0.595** 0.399** 1

Corporate image

0.786** 0.384** 0.701** 1

REGRESSION ANALYSIS

• The influence of service quality on trustDependent variables

Service quality Regression coefficient (β)

t value p value

Customer trust

Tangibility 0.276 2.067 0.041

Reliability 0.482 3.239 0.001

Responsiveness 0.034 0.265 0.791

Assurance 0.302 2.416 0.017

Empathy 0.050 0.384 0.702

R²= 0.340 ; Adjusted R²= 0.317 ; N=150 ; F14.832 ; p= 0.000

• The influence of trust on purchase intention.

REGRESSION ANALYSIS

Independent variable

Dependent variable

Regression coefficient

(β)

t value p value

Customer trust

Purchase intention

0.399 5.294 0.000

R²= 0.159 ; Adjusted R²= 0.154 ; N= 150 ; F= 28.029 ; p= 0.000

• The moderating effects of corporate image between the influences of trust on purchase intention

REGRESSION ANALYSIS

Dependent variable

Variables Regression coefficient

(β)

t value p value

Purchase intention

Customer trust

0.597 7.335 0.000

Customer trust

XCorporate

image

0.392 4.821 0.000

R²= 0.274 ; Adjusted R²= 0.264 ; N= 150 ; F= 27.752 ; p= 0.000

Comparison of the moderating effect of high and low corporate image

5.004.504.003.503.00

meanCT

5.00

4.50

4.00

3.50

3.00

mean

PI

Fit line for highcorporate image

Fit line for lowcorporate image

high corporate imagelow corporate image

groupCI

R Sq Linear = 0.051

R Sq Linear = 0.299

Purchase intention

Customer trustCustomer trust

Corporate Image

CONCLUSION

• Different dimensions of service quality will have different levels of influence on customer trust.

• Trust has a significantly positive influence on purchase intention correspond to previous research.

• Corporate image moderate the influence of trust on purchase intention.

• Recommendation:1) Enhance service quality to increase level of customer trust2) Should considered to increase level of customer trust3) Strengthen the corporate image to enhance trust and leads to

purchase intention

THANK YOU