A Study of Customer Satisfaction of an Automotive Company in Malaysia

Literature Review

This paper aims to measure the customer satisfaction of a certain car consumers. We need to identify the customer and the customer satisfaction focusing on their effect or benefit, and their factors. Next, we will relate TQM with customer satisfaction and how it can lead to the satisfaction. Finally, we will discover what the factors that may not lead to repurchase are.

Customer is Group or individual who has a business relationship with the organization--those who receive and use or are directly affected by the products and services of the organization (Interoperability Clearinghouse Glossary of Terms, n.d.). Recently, relationships with customers are vital because they can easily evaluate the cost of various products and easily switch buying habits with minimal inconvenience (Hellriegel & Slocum, 2004). On other hand, they define Satisfaction as an “overall customer attitude towards a service provider” (Levesque & McDougall, 1996). Based on the differentiation strategy Hellriegel and Slocum (2004) suggest to provide the customer with something unique and make the organization’s product and services distinctive from its competition. The managerial intend behind this strategy is that the customer will pay higher price for the distinctive product. Because the superior value is achieved through higher quality, or some special appeal, Toyota’s strategy with Lexus is based on exceptional manufacturing quality, the use of genuine wood paneling, advanced sound system, high engine performance, and comparatively high fuel economy (for luxury cars) (Hellriegel & Slocum, 2004).