The relationship between product quality and brand loyalty: a case study of Motosikal dan Enjin Nasional Sdn. Bhd. (Modenas) / Mohd Rizaimy Shaharudin, Azfahanee Zakaria and Anita Abu Hassan

This study is about the discoveries on the relationship between intrinsic and extrinsic attributes of product quality with brand loyalty. It helps to extend the understanding on the perceptions of product quality of Malaysia national brand motorcycle/scooter, MODENAS and its influence towards brand...

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Main Authors:	Shaharudin, Mohd Rizaimy, Zakaria, Azfahanee, Abu Hassan, Anita
Format:	Research Reports
Language:	English
Published:	Research Management Institute (RMI) 2009
Subjects:	Automobile industry and trade Advertising
Online Access:	http://ir.uitm.edu.my/id/eprint/21584/ http://ir.uitm.edu.my/id/eprint/21584/1/LP_MOHD%20RIZAIMY%20SHAHARUDIN%20RMI%2009_5.pdf

id	uitm-21584
recordtype	eprints
spelling	uitm-215842018-09-27T02:57:41Z http://ir.uitm.edu.my/id/eprint/21584/ The relationship between product quality and brand loyalty: a case study of Motosikal dan Enjin Nasional Sdn. Bhd. (Modenas) / Mohd Rizaimy Shaharudin, Azfahanee Zakaria and Anita Abu Hassan Shaharudin, Mohd Rizaimy Zakaria, Azfahanee Abu Hassan, Anita Automobile industry and trade Advertising This study is about the discoveries on the relationship between intrinsic and extrinsic attributes of product quality with brand loyalty. It helps to extend the understanding on the perceptions of product quality of Malaysia national brand motorcycle/scooter, MODENAS and its influence towards brand loyalty, an important element in determining the customer repurchase buying behavior. To date, there have been a very minimum studies were conducted by taking into consideration of the product quality and brand loyalty in motorcycle industry in Malaysia. Though, there are some studies done in this field but most of them are based in United States and United Kingdom. Therefore from the data presented in this study, it can be expected that the findings can benefit both industrial and academician by giving a new source of ideas and information. Results indicated that although from the earlier literature concluded product quality generally has significant influences towards the brand loyalty but in the case of motorcycle/scooter product, only product quality based on the perceived quality (extrinsic attribute) was found significantly influence on the brand loyalty instead of objective quality (intrinsic attributes). It would seem reasonable to suppose that perceptions of a good product quality from extrinsic attributes will develop a brand loyalty due to the feelings and affects formed as a result of the perception of quality. These perceptions are not fixed and can be changed if the product has high level of customer awareness, good image from marketing activities such as advertising, sales promotion and etc. Future research should focus on the similar study of product quality and brand loyalty to the other brand being the competitor to MODENAS in the market. By doing this only the gap can be closed with a clearer picture on the extended scope of market environment can be examined. Eventually, a comparison can be made between the findings of the three brands so that such constructible findings and conclusions can be made to the study. Research Management Institute (RMI) 2009 Research Reports NonPeerReviewed text en http://ir.uitm.edu.my/id/eprint/21584/1/LP_MOHD%20RIZAIMY%20SHAHARUDIN%20RMI%2009_5.pdf Shaharudin, Mohd Rizaimy and Zakaria, Azfahanee and Abu Hassan, Anita (2009) The relationship between product quality and brand loyalty: a case study of Motosikal dan Enjin Nasional Sdn. Bhd. (Modenas) / Mohd Rizaimy Shaharudin, Azfahanee Zakaria and Anita Abu Hassan. [Research Reports] (Unpublished)
repository_type	Digital Repository
institution_category	Local University
institution	Universiti Teknologi MARA
building	UiTM Institutional Repository
collection	Online Access
language	English
topic	Automobile industry and trade Advertising
spellingShingle	Automobile industry and trade Advertising Shaharudin, Mohd Rizaimy Zakaria, Azfahanee Abu Hassan, Anita The relationship between product quality and brand loyalty: a case study of Motosikal dan Enjin Nasional Sdn. Bhd. (Modenas) / Mohd Rizaimy Shaharudin, Azfahanee Zakaria and Anita Abu Hassan
description	This study is about the discoveries on the relationship between intrinsic and extrinsic attributes of product quality with brand loyalty. It helps to extend the understanding on the perceptions of product quality of Malaysia national brand motorcycle/scooter, MODENAS and its influence towards brand loyalty, an important element in determining the customer repurchase buying behavior. To date, there have been a very minimum studies were conducted by taking into consideration of the product quality and brand loyalty in motorcycle industry in Malaysia. Though, there are some studies done in this field but most of them are based in United States and United Kingdom. Therefore from the data presented in this study, it can be expected that the findings can benefit both industrial and academician by giving a new source of ideas and information. Results indicated that although from the earlier literature concluded product quality generally has significant influences towards the brand loyalty but in the case of motorcycle/scooter product, only product quality based on the perceived quality (extrinsic attribute) was found significantly influence on the brand loyalty instead of objective quality (intrinsic attributes). It would seem reasonable to suppose that perceptions of a good product quality from extrinsic attributes will develop a brand loyalty due to the feelings and affects formed as a result of the perception of quality. These perceptions are not fixed and can be changed if the product has high level of customer awareness, good image from marketing activities such as advertising, sales promotion and etc. Future research should focus on the similar study of product quality and brand loyalty to the other brand being the competitor to MODENAS in the market. By doing this only the gap can be closed with a clearer picture on the extended scope of market environment can be examined. Eventually, a comparison can be made between the findings of the three brands so that such constructible findings and conclusions can be made to the study.
format	Research Reports
author	Shaharudin, Mohd Rizaimy Zakaria, Azfahanee Abu Hassan, Anita
author_facet	Shaharudin, Mohd Rizaimy Zakaria, Azfahanee Abu Hassan, Anita
author_sort	Shaharudin, Mohd Rizaimy
title	The relationship between product quality and brand loyalty: a case study of Motosikal dan Enjin Nasional Sdn. Bhd. (Modenas) / Mohd Rizaimy Shaharudin, Azfahanee Zakaria and Anita Abu Hassan
title_short	The relationship between product quality and brand loyalty: a case study of Motosikal dan Enjin Nasional Sdn. Bhd. (Modenas) / Mohd Rizaimy Shaharudin, Azfahanee Zakaria and Anita Abu Hassan
title_full	The relationship between product quality and brand loyalty: a case study of Motosikal dan Enjin Nasional Sdn. Bhd. (Modenas) / Mohd Rizaimy Shaharudin, Azfahanee Zakaria and Anita Abu Hassan
title_fullStr	The relationship between product quality and brand loyalty: a case study of Motosikal dan Enjin Nasional Sdn. Bhd. (Modenas) / Mohd Rizaimy Shaharudin, Azfahanee Zakaria and Anita Abu Hassan
title_full_unstemmed	The relationship between product quality and brand loyalty: a case study of Motosikal dan Enjin Nasional Sdn. Bhd. (Modenas) / Mohd Rizaimy Shaharudin, Azfahanee Zakaria and Anita Abu Hassan
title_sort	relationship between product quality and brand loyalty: a case study of motosikal dan enjin nasional sdn. bhd. (modenas) / mohd rizaimy shaharudin, azfahanee zakaria and anita abu hassan
publisher	Research Management Institute (RMI)
publishDate	2009
url	http://ir.uitm.edu.my/id/eprint/21584/ http://ir.uitm.edu.my/id/eprint/21584/1/LP_MOHD%20RIZAIMY%20SHAHARUDIN%20RMI%2009_5.pdf
first_indexed	2023-09-18T23:06:53Z
last_indexed	2023-09-18T23:06:53Z
_version_	1777418542253080576

The relationship between product quality and brand loyalty: a case study of Motosikal dan Enjin Nasional Sdn. Bhd. (Modenas) / Mohd Rizaimy Shaharudin, Azfahanee Zakaria and Anita Abu Hassan

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