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Appeal/ Main Ads Ads Ads Ads Ads Ads Ads Ads Ads Ads Ads
coding 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
Joy 1 2 3 2 1 1 1 3 1
Excited 2 1 1 1 2
Funny 3 1 2 3
Communication 1 1 1 1 1 1 1 1 1
Judgement
Sadness 1 1 1 2 2 2
Worried 1 1 1 1
Anger 2 1
Disappointed 1
Fear 1
Trust 1 1 1
Anticipation 1
Love 1 1 1 1 1 1 1 1 1 2
Hope 1 1
Percentage (%) 27.27 50 28.57 42.86 40 252 50 28.57 30 33.33 40
Table 2 shows data coded for PETRONAS advertisements regarding Hari Raya Aidilfitri from 2010 to 2020
4.4 GENERATING THEMES
Year Main coding/ appeal Percentage (%)
2010 Funny 22.27
2011 Love and hope 50
2012 Joy 28.57
2013 Joy 42.86
2014 Joy 40
2015 Sadness and anger 25
2016 Sadness 50
2017 Funny 28.57
2018 Funny 30
2019 Joy 33.33
2020 Love 40
Table 3 shows the main appeal of PETRONAS advertisements for Hari Raya Aidilfitri from 2010 to 2020
4.5 REVIEWING THEMES
As for PETRONAS advertisements in 2010, the main appeals that researcher find is funny with the percentage of 22.27%. The
other appeal that appears in 2010 ads is excited, joy, communication, sadness, fear, trust, and anticipation. The second higher percentage of
2010 ads are excited. For 2011, the main appeal for PETRONAS ads is love and hope. Both are with the percentage of 50%. As for 2012,
the main appeal that appears in the ads is joy with the percentage of 28.57%. The other appeals for 2012 is excited, funny, communication,
sadness, and love. As for 2013, the main appeal that appears in the ads is also joy with the percentage of 42.86%. The other appeals that been
spotted is communication, sadness, worried and love. As for 2014, PETRONAS ads appeal is joy which the percentage is 40%. The
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other appeal that appears in 2014 ads is excited, communication and love. 2015 shows the sadness and anger as the appeals which the
percentage is 25%. The other appeals that show in 2015 ads is joy, communication, disappointed and love. 2016 shows sadness as the main
appeals in PERRONAS Hari Raya Aidilfitri ads with the percentage of 50%. The other appeal that shows in 2016 is joy and love. 2017 shows
the main appeal of PETRONAS Hari Raya Aidilfitri ads is funny with the percentage of 28.57%. The other appeals that show in the ads is
excited, communication, worried, trust and love. The main appeal of 2018 PETRONAS ads shows are funny with the percentage of 30%.
The other appeal that spotted in 2018 is excited, joy, communication, worried, trust and love. For 2019, the main appeal that spotted is joy
with the percentage of 33.33%. Apart of joy, the other appeal that spotted in 2019 ads is sadness, communication, worried, love and hope.
For 2020, the appeals that researcher find is love with the percentage of 40%. The other appeals that show in 2020 ads is joy, communication,
and anger.
■ 5.0 EXPECTATION & RECOMMENDATION
5.1 INTRODUCTION
The key research finding that was discovered throughout this investigation was explained in this chapter. A detailed explanation
of the research's contribution is followed by some helpful findings and recommendations that are related to the present study.
5.2 DISCUSSION ON RESEARCH FINDING
The research will demonstrate the overall findings based on research goals and questions. The discussion is based on the research
objectives develop in Chapter 1
5.2.1 Research objective 1: To identify some trend of important concepts among the sample of PETRONAS
advertisements regarding Hari Ray Aidilfitri from 2010 to 2020
The results show that there some trend of important concept among PETRONAS advertisements regarding Hari Raya
Aidilfitri from 2010 to 2020. The trend that been discovered by researcher is PETRONAS use “joy” as a themes three times in a
row from 2012 until 2014. PETRONAS also use “sadness” as a theme for two times in a row which in the year 2015 and 2016.
“Funny” themes have been using for the year of 2017 and 2018. The researcher finds that PETRONAS maintain the advertisements
trend two and three times in a row.
5.2.1 Research objective 2: To identify some brand value among the sample of PETRONAS advertisements regarding
Hari Ray Aidilfitri from 2010 to 2020
The results show that there some brand value among PETRONAS advertisements regarding Hari Raya Aidilfitri from
2010 to 2020. The brand value that been discovered by researcher is PETRONAS included petronas brands such as advertisements
with PETRONAS petrol stations in the background ads, roads showing PETRONAS tank trucks and characters working with
PETRONAS company.
■ 7.0 ACKNOWLEDGEMENT
I would like to dedicate this research to my supervisor, Prof. Dr. Rohaizat bin Baharun who always guide and advise me
throughout this research. I also would like to thanks to whoever that involve in supporting me to complete this research.
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FYP PROPOSAL
AHIBS UTM SKUDAI JANUARY 2022
FACTOR INFLUENCING CONSUMERS’ INTENTIONS TOWARDS FRAUDULENT
DIETARY SUPPLEMENTS AMONG JOHOR CONSUMERS: A CASE OF TDC
HOLDINGS SDN BHD
SITI SUHAILIEY BINTI ABD WAHID, DR. ADAVIAH BINTI MAS’OD
Azman Hashim International Business School, Universiti Teknologi Malaysia, Johor Bahru
*Corresponding author: [email protected] , [email protected]
Abstrak
Penggunaan makanan tambahan dalam kalangan masyarakat pada masa kini semakin meningkat untuk tujuan kekal sihat dan mendapatkan antibodi yang
kuat. Lebih-lebih lagi, pengguna semakin mengamalkannya kerana bimbang mudah dijangkiti virus dalam pandemik COVID-19 ini. Selain itu, isu penipuan
makanan tambahan juga semakin mendapat perhatian di kalangan pengguna. Ini terbukti apabila banyak penipuan makanan tambahan dikeluarkan oleh
pihak yang tidak bertanggungjawab kerana ia turut menjejaskan pihak lain. Kesan daripada kegiatan tidak bermoral tersebut mendatangkan kesan buruk
kepada pengguna kerana ketidaktentuan bahan yang digunakan oleh pihak yang tidak bertanggungjawab. Walau bagaimanapun, penipuan pengambilan
suplemen pemakanan juga berakar umbi daripada niat pengguna itu sendiri. Oleh itu, kajian ini dijalankan untuk mengkaji faktor yang mempengaruhi niat
pengguna terhadap penipuan makanan tambahan yang melibatkan pembolehubah pengetahuan, sikap, norma subjektif, kawalan tingkah laku yang ditanggap,
dan kesedaran. Kajian ini telah dijalankan dengan menggunakan kaedah persampelan bertujuan daripada 140 orang responden dan keputusan dijana
menggunakan perisian Statistical Package for Social Science (SPSS) versi 26. Dapatan kajian menunjukkan dua daripada lima hipotesis telah diterima dan
beberapa cadangan juga telah disediakan untuk meningkatkan pemahaman. di kalangan pengguna mengenai pengambilan makanan tambahan dalam
penyelidikan masa depan.
Kata kunci: Makanan Tambahan, Penipuan, Pengguna, Niat
Abstract
The use of dietary supplements among people nowadays is increasing for the purpose of staying healthy and getting strong antibodies. Especially, consumers
are increasingly adopting it due to worries of being easily infected by the virus in this COVID-19 pandemic. Besides, the issue of fraudulent dietary supplements
is also gaining attention among consumers. This is proven when many dietary supplement frauds are issued by irresponsible parties as it is also affecting
other parties as well. The effects of such immoral activities cause adverse effects to consumers due to the uncertainty of the ingredients used by the irresponsible
parties. However, the fraudulent intake of dietary supplements is also rooted in consumers’ intentions itself. Therefore, this study was conducted to examine
the factor influencing consumers' intentions towards fraudulent dietary supplement which involved the variable of knowledge, attitude, subjective norms,
perceived behavioural control, and awareness. This study has been conducted by using purposive sampling method from 140 respondents and the results were
generated using Statistical Package for Social Science (SPSS) version 26. The findings show that two out of five hypotheses were accepted and some
recommendations also has provided to improve understanding among consumers regarding dietary supplements intake in future research.
Keywords: Dietary Supplement, Fraudulent, Consumer, Intentions
■ 1.0 INTRODUCTION
Nowadays, dietary supplements consumption among Malaysians is increasing from time to time. Consumers nowadays are interested in their
health and cause them to regularly take dietary supplements in order to sustain their body health. (Aziz N. A. S. A., & Kamarulzaman,
N. H., 2020). According to Bailey et al., (2013), there are various types of dietary supplements being produced due to the concern among
consumers in maintaining health and avoiding diseases is increasing. This can be further evidenced by a study found by the Institute for
Public Health, (2017) which said that there are about 44.7% and 30.6% of Malaysian teenagers' take vitamins, minerals, and food
supplements, respectively. Therefore, in order to prevent disease, people are consuming these supplements as one of the ways to correct their
improved physical performance and unhealthy lifestyle (del Balzo et al., 2014).
The dietary supplement intake by Malaysian consumers is increasing as it is believed to strengthen the body’s immune system
level accordingly (Sharma et al., 2014; Yusoff et al., 2016). Especially, the intake of dietary supplements among Malaysians is increasing
during this pandemic season due to fears of being easily infected due to the body's weak immunity. This is evidenced by research from
(Lordan et al., 2021) which says that supplement consumption has increased between the first and second pandemic waves. In addition, there
are also reports regarding a variety of reasons for supplement use by consumers which are boosting immunity (60%), improving overall
health (57%), and filling nutrient gaps in their diets (53%), respectively. Therefore, the consumption of dietary supplements is
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increasing recently by all generations to ensure their health is more secure and this is becoming increasingly popular among Malaysians
nowadays.
1.1 BACKGROUND OF THE COMPANY
Globally, we found that there are many manufacturers that produce various types of dietary supplements for the purpose of helping people
in obtaining various benefits to the body such as helping to increase the immune system for children, adults and elderly. Apart from that,
Tunas Duta Cemerlang (TDC) Holdings Sdn Bhd is one of the companies that produce dietary supplement which is C2Joy Colostrum
Milk. C2Joy is a mixture of skim milk drink with colostrum that were processed with bovine colostrum milk as early as 6 hours to ensure
there is maximum colostrum quality and immunoglobulin ingredients. Colostrum is very important for humans in building and enhancing
the effectiveness of the antibody system and providing optimal growth factors to humans especially babies.
Mr. Hafiz Hiew, 34 years old is the Chief Executive Officers (CEO) and Co-Founder of TDC Holdings who was born in Ipoh in
1987. In 2016, on the trust and confidence of his father Mr. Alvin Hiew, he was entrusted to set up Tunas Duta Cemerlang Sdn Bhd in
Malaysia by helping to create more millionaires with TDC. The mission of the company is to create a happier, healthier and more independent
daily life for people, meanwhile their vision is prioritizing integrity, increasing personal value and struggling for better achievement. In 2018,
C2Joy was declared as ‘High Calcium’ milk. To add on, by the end of 2020, TDC's revenue has already exceeded 100 million. This clearly
proves that the dietary supplement, C2Joy Colostrum Milk that being produced by TDC Holdings Sdn Bhd received a good response in the
market due to the effectiveness of the product among consumers.
TDC Holdings not only produces C2Joy colostrum milk, in fact, they come with a formulated hand sanitizer made from strong
active ingredients and capable of completely eradicating harmful germs including corona virus. Last but not least, it is shows that the demand
for C2Joy milk has been increasing recently as it helps to boost the human immune system as well as helps to fight harmful diseases in our
bodies especially during the Covid-19 pandemic season.
1.2 PROBLEM STATEMENT
Recently, TDC Holdings Sdn Bhd faced problems in terms of the fraudulent in copying of C2Joy Colostrum Milk product. This is due to
irresponsible competitors that trying to manipulate the original product to tarnish the image of TDC Holdings Sdn Bhd. When there is an
increase in dietary supplement consumption, there are also incidents related to increase of food safety as there are many counterfeit food
supplements in the market by manufacturers who aim to gain additional profits by ignoring consumer safety concerns (Abdul Aziz &
Kamarulzaman, 2020). According to Wheatley and Spink (2013), they said that dietary supplement fraud is a form of product fraud or food
fraud and also known as economically motivated adulteration (EMA). This will cause adverse effects to consumers due to the uncertainty
of the ingredients used by the irresponsible parties.
Fraudulent activity in copying of C2Joy Colostrum Milk product has been detected by TDC Holdings and appropriate action has
been taken. But there are still others who keep trying to do the same thing and try to tarnish the image of the company. This will cause
consumers to be deceived by buying a fake product instead of the original. With the existence of this issue, researchers are concerned to
study the factor influencing consumers' intentions towards fraudulent dietary supplements. Thus, next section will highlight the research
questions and objectives.
1.3 RESEARCH QUESTIONS
This study listed five main research questions:
RQ 1: Does the factor of knowledge significantly influence consumers’ intentions towards fraudulent dietary supplements?
RQ 2: Does the factor of attitude significantly influence consumers’ intentions towards fraudulent dietary supplements?
RQ 3: Does the factor of subjective norms significantly influence consumers’ intentions towards fraudulent dietary supplements?
RQ 4: Does the factor of perceived behavioural control significantly influence consumers’ intentions towards fraudulent dietary
supplements?
RQ 5: Does the factor of awareness significantly influence consumers’ intentions towards fraudulent dietary supplements?
1.4 RESEARCH OBJECTIVES
This study listed five main research objectives:
RO 1: To examine the relationship between knowledge and consumers’ intentions towards fraudulent dietary supplements.
RO 2: To examine the relationship between attitude and consumers’ intentions towards fraudulent dietary supplements.
RO 3: To examine the relationship between subjective norms and consumers’ intentions towards fraudulent dietary supplements.
RO 4: To examine the relationship between perceived behavioural control and consumers’ intentions towards fraudulent dietary
supplements.
RO 5: To examine the relationship between awareness and consumers’ intentions towards fraudulent dietary supplements.
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■ 2.0 LITERATURE REVIEW
2.1 CONSUMERS’ INTENTIONS
Consumers’ intention is referring to a person’s commitment, plan, or decision to perform an action or achieve a target (Eagly and Chaiken,
1993). In fact, it has been used equally at times with choices, decisions and plans. According to Psychologist Ajzen (1991, p. 181), he stated
that imagining intention quite broadly as an indication of how hard people are willing to try and how much effort they plan to make. Thus,
intention may lead directly to immediate action or after the remaining time. Yet they have also been shown to differ in the degree of good
form and moderated in its effect by the degree of effort required in the execution of actions and by the correspondence or freedom between
goal commitment and planning (Bagozzi, 2010). In TPB, human activities are measures by being guided and predicting the occurrence of
the behaviour, if the behaviour is intentional. Empirically, human activity is depending on their intention, however, not all intentions are able
to perform the relevant response by them (Ajzen, 1985; Abdul Aziz & Kamarulzaman, 2020). Actually, the intentions of people can be
different from time to time on the temporary nature of the individual. Hence, Ajzen (1985) in his findings said that intention may cause the
human response and the relationship between intention and reaction can be seen with purpose and plans that drive to behaviours.
2.2 DIETARY SUPPLEMENTS
A dietary supplement is in the group as a dietary supplement and it is not for the purpose of conventional food use or as a diet meal or single
meal, meanwhile, dietary supplements are available in the form of gel caps, tablets, powders, capsules, and liquids (Abdul Aziz &
Kamarulzaman, 2020). Furthermore, Bailey et al. (2013) said that there are various dietary supplements have increased tremendously because
of the high concern of people in order to maintain health and preventing disease as well. Moreover, a previous study Chincholkar (2016);
Ghazali et al. (2006) has mentioned that dietary supplements have been shown to meet the daily nutritional needs of consumers to keep
healthy, fit and increase their life quality. From that, there are some people are looking for alternatives to prescription drugs or as nutritional
supplements, so, this is causing the demand for dietary supplements to increase. Besides, according to Goston and Correia (2010), a large
number of advertisements in the mass media regarding the good function of dietary supplements and recommendations from family or
friends also can lead to supplement intake by consumers. Nonetheless, if consumers take dietary supplements at high doses, it may be
dangerous in deter mortality and morbidity associated with chronic disease (Guallar et al., 2013).
2.3 FRAUDULENT DIETARY SUPPLEMENTS
There are studies saying that fraudulent dietary supplements are defined as the form of product fraud as well as food fraud and also known
as economically motivated adulteration (EMA) (Wheatley and Spink, 2013). Moreover, when there is an increasing in the use of dietary
supplements, there is also an increasing between food and safety issues due to the higher availability of counterfeit food supplements in the
market by manufacturers who deliberately want to gain additional profits but at the same time, they ignore safety towards consumer (Abdul
Aziz & Kamarulzaman, 2020). It is clearly shown that dietary supplements are at a very high-risk level of fraud since consumers are
currently too obsessed with taking supplements that are claimed to have fast results and effects on their bodies. Hence, according to Abdul
Aziz & Kamarulzaman (2020), they mentioned that such things further encourage distributors and manufacturers to deliberately
underestimate supplements in the market by adding pharmaceutical drugs or ingredient analogies to increase the effectiveness of the product
in a short period of time. Thus, Wheatley & Spink (2013) have described that such things cause consumers to be unable to distinguish
between true or fraudulent dietary supplements.
2.4 HYPOTHESIS DEVELOPMENT
2.4.1 Knowledge
Knowledge is one of the keys to avoiding mistakes made by humans while education is the key to expand and gain our knowledge
(Chireh, 2011). That is, good knowledge of supplements needs to be possessed by all consumers so that they can use it with a guarantee
of safety and feel the effectiveness as well as avoiding adverse side effects on health. According to Axon et al., (2017), he stated that a
consumer with a high level of education and knowledge of dietary supplements should be more careful in their consumption of dietary
supplements compared to the general population. This is supported by Zhu and Xie (2015) which explained that knowledge significantly
come up with attitude formation on products. Moreover, Kobayashi (2017) has mentioned that knowledge regarding the supplements is
not enough especially about the quality of product, adverse effects and effectiveness as well. Nonetheless, the author also said that
knowledge can have an effect on the attitude of consumers also. Hence, in order to avoid the misuse of dietary supplements, all consumers
must have knowledge regarding the usage and efficacy in order to prevent receiving bad side effects. Therefore, the following hypothesis
are presented:
H1: There is positive significant relationship between knowledge and consumers’ intentions towards fraudulent dietary supplements.
01
H : There is negative significant relationship between knowledge and consumers’ intentions towards fraudulent dietary supplements.
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2.4.2 Attitude
Attitude is defined as a willingness to respond towards the particular institution, people or things consistently that has been learned and
has become a person's special means of response (Freeman, F., n.d). Besides, there is a study by Honkanen et al., (2006) described that
the attitude of an individual toward product consumption is one of the most crucial variables that indicated consumers' choice across
products and services, including food. That is, attitude is described as an overall positive and negative personal evaluations of individual
that performing the target behaviour (Ajzen, 1991). Meanwhile, there are researcher stated that attitude is strongly linked to the
engagement of a person in a given of health behaviour accordingly (Armitage and Conner, 2001). In addition, positive attitude by people
may lead to positive impacts on behaviour while negative attitudes will cause to negative impacts on behaviour (Abdul Aziz &
Kamarulzaman, 2020). Empirically, consumers who show a positive attitude towards supplements argue that taking dietary supplements
able to increase their health and thus, it may cause a higher intention to use dietary supplements, meanwhile consumers that show a
negative attitude may not mean to take supplements (Abdul Aziz & Kamarulzaman, 2020). Based on the explanation given above,
researcher hypothesize:
H2: There is positive significant relationship between attitude and consumers’ intentions towards fraudulent dietary supplements.
02
H : There is negative significant relationship between attitude and consumers’ intentions towards fraudulent dietary supplements.
2.4.3 Subjective Norms
Empirically, Ajzen (1991) revealed that subjective norms which also known as normative influences are defined as perceived social
pressure by significant others with the social environment in order to involve in target behaviours. Moreover, social influence has long
been considered a crucial factor influencing the behaviour of consumers (Mangleburg et al., 2004). Nonetheless, subjective norms in
some contexts have been shown to be predictors of bad behavioural intentions (Hausenblas et al., 1997). Besides, Armitage and Conner
(2001) explained that weak relationships can be associate with the way subjective norms are measured and conceptualized. Thus, social
influences in the TPB framework can be enlarged to include information influences (Bearden et al., 1989). Hence, in order to assist
customers in choosing the right dietary supplements, consumers who are unsure about their dietary supplement options can gain
information from people who are more knowledgeable about health information such as health professionals, doctors, physicians, and
family members, or close acquaintances that can provide them with correct information (Park and Lessig, 1977). Therefore, the following
hypothesis was generated:
H3: There is positive significant relationship between subjective norms and consumers’ intentions towards fraudulent dietary
supplements.
H : There is negative significant relationship between subjective norms and consumers’ intentions towards fraudulent dietary
03
supplements.
2.4.4 Perceived Behavioural Control
Perceived behavioural control is described as the perception of an individual related to the difficulty or ease of performing a target
behaviour (Azjen, 1991; Abdul Aziz & Kamarulzaman, 2020). To support this finding, Armitage and Conner (2001) have examined that
the role of perceived behavioural control has been analyzed relative to a variety of health behaviours. Moreover, there are studies found
by H, Frances. and Ricks, J. M. (2016), explained that behavioural performance determined by sufficient resources and competence in
order to control barriers to behaviour. Also, according to Abdul Aziz & Kamarulzaman (2020), there was a study examine by them
regarding the perceived behaviour control is logical consideration to supplement intake as a controlling factor that may encourage or
inhibit an intention of a person to take dietary supplements. In addition, Hagger and Chatzisarantis (2005) and Povey et al. (2000) also
found that perceived behaviour control had a positive correlation with exercise and dietary behavioural intentions. Thus, the researcher
hypothesizes:
H4: There is positive significant relationship between perceived behavioural control and consumers’ intentions towards fraudulent
dietary supplements.
04
H : There is negative significant relationship between perceived behavioural control and consumers’ intentions towards fraudulent
dietary supplements.
2.4.5 Awareness
In research from Chartrand (2005), he explained that, consumer awareness whether in consciously or unconsciously, come before
modification, elimination, control, change in behaviour and decision making by a human. Apart from that, there is an important
relationship between awareness and effective consumer behaviour (Isaac and Zabil, 2012). According to Arora et al. (2014), there is a
finding regarding consumer awareness which plays an essential role in decision making, where teenagers are not fully aware of the signs
of quality assurance for various products. To add on, the authors also stated that male teenagers are more aware of consumer rights
compared to female teenagers accordingly. Furthermore, Chincholkar (2016) described that consumer are aware of health and
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nutritional supplements as well as they believed that these products have a tendency to help them in sustaining their body health.
According to Kulkarni and Mehta (2013), they mentioned that consumers are never lodging claims against traffickers even though they
are aware of consumer rights. Besides, awareness of rights and responsibilities among consumers is high but they are at the lowest
level for concern about food adulteration (Gupta & Panchal, 2009). Hence, the following hypothesis was generated:
H5: There is positive significant relationship between awareness and consumers’ intentions towards fraudulent dietary supplements.
05
H : There is negative significant relationship between awareness and consumers’ intentions towards fraudulent dietary supplements.
2.5 CONCEPTUAL FRAMEWORK MODEL
(Independent Variables)
Knowledge
H1
Attitude (Dependent Variable)
H2
Consumers’ Intentions
Subjective Norms H3 Towards Fraudulent Dietary
Supplements
H4
Perceived Behavioural Control
H5
Awareness
Figure 1.0: Conceptual Framework of The Factor Influencing Consumers’ Intentions Towards Fraudulent Dietary Supplements
Source: Adapted from Ajzen (1991); Chartrand (2005); Axon et al. (2017).
Figure 1.0 shows the conceptual framework of this research. The function is to test the relationships between independent variable and
dependent variable for academic and business purposes. The framework of the variables in Figure 1.0 was adopted from Ajzen (1991);
Chartrand (2005); Axon et al. (2017) who highlighted the factors of knowledge, attitude, subjective norms, perceived behavioural factor, and
awareness that influencing consumers’ intentions towards fraudulent dietary supplements.
■ 3.0 RESEARCH METHODOLOGY
3.1 RESEARCH DESIGN
The research design used in this study is conclusive research design which also known as descriptive quantitative research. In order to obtain
the information needed to structure and solve marketing research problems, the research design is required where a framework can explain
the procedures needed by running a marketing project (Malhotra, 2009). At initial stage of this study, the researcher has collaborated with
Tunas Duta Cemerlang (TDC) Holdings Sdn Bhd as well as interview the CEO regarding the issues faced by the company recently. Then,
after receiving approval to conduct a study of their company issues, the researcher proceeds to observe the conceptual framework that in line
with the problem statement accordingly.
3.2 POPULATION AND SAMPLE SIZE
The population of this research is focusing on Johor community that consume dietary supplements of C2Joy Colostrum Milk. Based on the
Official Website of ZhujiWorld.com, there are 1,798,180 men followed by 1,703,375 women was recorded until February 2021. The total
population of residents in Johor is 3,501,557. Questionnaire will be distributed to the respondents by using purposive sampling.
Referring to Hair et al. (2010), a minimum number of sample size required in research study should be at least 100 samples. Therefore, at
least 100 sets of questionnaires have been distributed and collected the samples among the respondents from population in Johor through
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WhatsApp and Telegram applications. However, the researcher distributed the questionnaire to another 40 respondents consisting of C2Joy
Colostrum Milk users. Thus, the total sample of 140 respondents were taken to carry out this study.
3.3 DATA COLLECTION
In order to accomplish the process of collecting data, online survey method was used by distributing online Google Form to respondents due
to the post-COVID over the year where people are not allowed to meet each other and practice contactless. In addition, researchers use online
data collection for the purpose of obtaining information in a convenience way to reach respondents and easily accessible as well (Etikan,
Musa and Alkassim, 2016). The questionnaire will be distributed to the potential respondents through WhatsApp, Telegram and Instagram
platforms. Pilot test also were conducted among 40 samples of potential respondents for the purpose of checking the reliability of
measurement instrument before run the whole data collection process.
3.4 RESEARCH INSTRUMENT
In this research, the main instrument consists of close-ended questionnaires. Apart from that, a set of questionnaires was developed to data
collection with the multiple choice, dichotomous, and Likert scale been used in this study. The five Likert scale are used to determine the
strength of the answer. According to Vagias and Wade (2006), five levels of agreement using Likert scale are determined by using strongly
disagree = 1 point, disagree = 2, neutral = 3, agree =4, and strongly agree = 5. The questionnaire was divided in to two sections, which is
section A requires the demographic group profile of the respondents and section B is to answer independents variables (IV) and dependent
variable (DV) respectively.
3.5 DATA ANALYSIS
Data collected in this research has been analyzed using Statistical Package for Social Science (SPSS) version 26. There are variety of method
were used in the research as shown in table below.
Table 3.1: Variety of Methods of This Study
Statistical Measure Objective
Descriptive Analysis To describe the demographic profile, examine frequency and percentage of
respondents such as age, gender, race, occupation status, educational level, monthly
income.
Normality Analysis To determine whether the sample data has been normally distributed.
Reliability Analysis To test the reliability of measurement items and ensure the results is 0.7 and above.
Multicollinearity To ensure there is no issue of collinearity among the variables based on the value of
Tolerance (>0.2) and Variance Inflation Factor, VIF (<10).
Multiple Regression Analysis To analyze strongest predictor that motivate dependent variable and most significant
variable.
■ 4.0 DATA ANALYSIS
4.1 Response Rate
In this study, the sample was determined by using Hair et al. (2010) which stated a minimum number of sample size needed in research study
should be at least 100 samples. Thus, researcher of this study has collected 140 sample of respondents among consumers of dietary
supplement, C2Joy Colostrum Milk from population in Johor. According to Chung L. (2013), researcher will realize a wide range of number
on a “good” or “average” survey response rate while doing some research. This is supported by SurveyAnyplace (2018) which explained
that average response rate for all survey channels including in-person and digital is 33%. In addition, response rate with more than 20% is
being good survey response rate (Genroe, 2019). Based on the table below, the respondents obtained are higher than determined sample size
which is 40%. Therefore, the response rate of this study is considered acceptable accordingly. Table 4.1 below indicates the sample size,
usable data collected and response rate of this research.
Table 4.1: Response Rate of The Research
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Data No. of Questionnaire
Determined Sample Size (Hair et al. (2010) + Distributed 100
Collected Questionnaire (Google Form) 140
Usable Data 140
Response Rate >40; higher than determined
4.2 Profile of Respondents
The demographic profiles of the respondents for this research were collected as shown in the Table 4.2 below. There were 27.9% (39) males
and 72.1% (101) females who had participated in this research. In term of age, the majority with a total 69 respondents (49.3%) are 21 – 30
years old and followed by the others age group. Meanwhile, the least group age which below 20 years old are consists of 3 respondents
(2.1%) only. The highest involvement in the research is from Malay respondents with 125 respondents (89.3%) followed by Chinese
respondents with the 8 respondents (5.7%). Indian also recorded 2 respondents (1.4%) while others race which consists of Bumiputera Sabah
and Sarawak are 5 respondents (3.6%). Besides, there are 76 respondents (54.3%) with educational level of degree and SPM recorded 36
respondents (25.7%). Then, it follows with the others educational level accordingly. In addition, this research has been participated by 30.0%
(42) employer from private sector followed by 19.3% (27) of them are self-employed. For income per month, the majority with a total of 55
respondents (39.3%) are earn RM1001 – RM3000. After that, it follows with RM1000 & below which consists of the 50 respondents (35.7%).
The involvement for this research was targeted at those who had used or consume the C2Joy Colostrum Milk produced by TDC Holdings
Sdn Bhd which are 100% (140) of the respondents through the online survey. Thus, the frequency and percentage for demographic of
respondents are illustrated as below.
Table 4.2: Profile of Respondents
Demographic Variables Frequency (F) Percentage (%)
Gender Male 39 27.9
Female 101 72.1
Age Below 20 years old 3 2.1
21 - 30 years old 69 49.3
31 - 40 years old 14 10.0
41 - 50 years old 34 24.3
Over 50 years old 20 14.3
Race Malay 125 89.3
Indian 2 1.4
Chinese 8 5.7
Others 5 3.6
Educational level SPM 36 25.7
Matrics / STPM / Diploma 16 11.4
Degree 76 54.3
Master / Phd 8 5.7
Others 4 2.9
Occupation status Private sector 42 30.0
Public sector 23 16.4
Self-employed 27 19.3
Retired 5 3.6
Student 21 15.0
Unemployed 18 12.9
Others 4 2.9
Income per month RM1000 & below 50 35.7
RM1001 – RM3000 55 39.3
RM3001 – RM6000 27 19.3
RM6001 & above 8 5.7
Have you ever used dietary Yes 140 100.0
supplements; C2Joy Colostrum
Milk produced by TDC No 0 0.0
Holdings Sdn Bhd?
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4.3 Descriptive Analysis
The descriptive statistics of this research indicate minimum, maximum, mean and standard deviation of all variables as well as the number
of respondents was valid. Hence, the table below indicate the highest mean value is consumers’ intentions which is 4.696 and the lowest is
perceived behavioral control as 4.423. In addition, the highest dispersion for standard deviation was recorded by variable of awareness which
is 0.527 while the lowest dispersion is attitude with 0.457.
Table 4.3: Mean and Standard Deviation for All Variables
Variables N Minimum Maximum Mean Std. Deviation
Knowledge 140 3.00 5.00 4.616 0.497
Attitude 140 3.25 5.00 4.645 0.457
Subjective Norms 140 2.25 5.00 4.488 0.525
Perceived Behavioral Control 140 2.75 5.00 4.423 0.515
Awareness 140 3.00 5.00 4.600 0.527
Consumers’ Intentions 140 2.00 5.00 4.696 0.524
Valid N (listwise) 140
4.4 Normality Test
Normally distributed data is referring to the anticipated by a lot of statistical procedures and many transformations are applied to adjust data
that are not normally distributed (Garson, 2012). It supported by the normality can be assessed visually by observe a frequency histogram,
or measure the output of a normal probability plot by the majority computer programs such as SPSS software that used for this research.
Skewness and kurtosis are categorised as descriptive statistics while Shapiro-Wilk test (SW), Kolmogorov- Smirnov (KS), Anderson-Darling
(AD) are theory-based methods (Nornadiah et al., 2011). Thus, normality test which skewness and kurtosis were measured for this study and
results have been obtained as in the table below for all listed variables respectively.
Table 4.4: Normality Test Result
Descriptive Statistics
Skewness Kurtosis
N Statistic SE Z-value Statistic SE Z-value
Knowledge 140 -1.200 0.205 -1.405 0.682 0.407 0.275
Attitude 140 -1.136 0.205 -1.341 0.408 0.407 0.001
Subjective Norms 140 -1.518 0.205 -1.723 3.232 0.407 2.825
Perceived Behavioural 140 -0.831 0.205 -1.036 0.311 0.407 -0.096
Control
Awareness 140 -1.148 0.205 -1.353 0.239 0.407 -0.168
Consumers’ Intentions 140 -2.248 0.205 -2.453 6.211 0.407 5.804
The data is considered to be normally distributed if the values of skewness are between +3 and -3 (Othman Talib, 2013). Meanwhile,
acceptable range for kurtosis values are between +10 and -10 (Kline, 2009). Based on the results above, the skewness and kurtosis values for
all variables are normally distributed which the values are within range of ± 3.0 and ± 10.0 respectively. Hence, the result shows that the
data can be considered as normally distributed data.
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4.5 Reliability Test
According to Said (2018), he agreed with the statement of reliability test is one of the most significant components for test quality which
consists of consistency, reproducibility and examinee’s performance on the test. Essentially, any measurement of the reliability that focuses
on the consistent measure level of a concept and the Cronbach’s alpha is one solution for researcher to evaluate the strength of data consistency
(Garson, 2012). Besides, Cronbach's alpha also used to check the stability of the instrument measuring for each variable. Hence, Hair et al.
(2016) listed the value for reliability analysis that can be clarified based on the strength using rule of thumb as shown in Table 4.5 below and
followed by the results of Cronbach’s alpha value for each variable of this study respectively.
Table 4.5: Rule of Thumb of Reliability Analysis (Hair et al., 2016)
Alpha Coefficient Range Strength of Association
< 0.6 Poor
0.6 to < 0.7 Moderate
0.7 to < 0.8 Good
0.8 to < 0.9 Very Good
0.9 > Excellent
Table 4.6: Result of Reliability Test
Construct of Measurement Items No. of Cronbach’s Alpha
IV/DV Items
Knowledge 1. I believe that fraudulent dietary supplements will cause bad 4 0.713
side effects.
2. Fraudulent dietary supplements will increase the risk of
developing chronic disease.
3. Knowledge about fraudulent dietary supplements help me to
avoid bad side effect.
4. I will increase my knowledge to prevent myself from buying
fake dietary supplements in the market.
Attitude 1. It is important for me to be more careful before buying 4 0.741
fraudulent dietary supplements.
2. I think that fraudulent dietary supplements will cause losses if I
spend on them.
3. I always check the ingredients of products to avoid fraudulent
dietary supplements.
4. I always check the information of products to avoid fraudulent
dietary supplements.
Subjective Norms 1. My close contact will play an important role to stop me from 4 0.760
taking fraudulent dietary supplements.
2. I am confident to avoid fraudulent dietary supplements because
of advice from family and friends.
3. I will avoid taking fraudulent dietary supplements if there are
negative reviews about the product.
4. I will not consume fraud dietary supplements due to advice
from the doctor.
Perceived 1. There are factors outside of my control that could prevent me 4 0.703
Behavioural from taking fraudulent dietary supplements. Eg: Viral news.
Control 2. I have complete control over myself to avoid from taking
fraudulent dietary supplements.
3. It depends on me whether I want to take fraudulent dietary
supplements or not.
4. There are lots of information that influence me to not consume
fraudulent dietary supplements.
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Awareness 1. I am aware of fraudulent dietary supplements. 3 0.816
2. I am aware of the side effects if I consume fraudulent dietary
supplement.
3. I am aware of the existence of fraudulent dietary supplement in
the market.
Consumers’ 1. I definitely do not intend to consume fraudulent dietary 4 0.887
Intentions supplements in the future.
2. I do not have any plan to consume fraudulent dietary
supplements.
3. I would advise others to avoid consume fraudulent dietary
supplements.
4. I will not be interested to consume fraudulent dietary
supplements.
Table 4.6 above indicates the result of reliability test for this research which is within acceptable range as shown in Table 4.5, rule of thumb
of the strength. Thus, it can be concluded that all the variables are acceptable and reliable in this research.
4.6 Multicollinearity Analysis
Based on Daoud (2018), multicollinearity is referring to the statistical phenomenon in which two or more variables in a multiple regression
model are highly correlated. He also stated that multicollinearity occurs when two or more independent variables in a regression model are
correlated. Therefore, the multicollinearity test was conducted in this study which refers to the results of Tolerance and Variance Inflation
Factor (VIF) accordingly. Apart from that, the value of Tolerance must be greater than 0.2 (Garson, 2012). Meanwhile, the value of VIF
must be less than 10 (Pallant, 2015). Thus, Table 4.7 below shows the results of multicollinearity test of this research.
Table 4.7: Multicollinearity Test Result
Coefficients
Model Unstandardized Standardized Collinearity Statistics
Coefficients Coefficients
B Std. Beta t Sig. Tolerance VIF
Error (>0.2) (<10)
1 (Constant) 0.971 0. 2.051 0.042
Knowledge 0.269 0. 0.255 3.118 0.002 0. 673 1.485
Attitude 0.410 0. 0.358 3.597 0.000 0. 456 2.194
Subjective Norms 0.073 0. 0.073 0.907 0.366 0. 696 1.437
Perceived -0.022 0. -0.022 -0.315 0.754 0. 953 1.050
Behavioural Control
Awareness 0.076 0. 0.078 0.876 0.383 0. 565 1.770
a. Dependent Variable: Consumers’ Intentions
According to Table 4.7 above, the results indicate multicollinearity of this research is highly correlated due to value of Tolerance of all
independent variables are greater than 0.2 which knowledge (0.6730), attitude (0.456), subjective norms (0.696), perceived behavioural
control (0.953) and awareness (0.565) on consumers’ intentions. Meanwhile, the value of VIF for each variable are smaller than 10 which
range between 1.050 to 2.194. Thus, based on the result shown in table above, there is no issue of collinearity among the variables in this
study.
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4.7 Multiple Regression Analysis
Multiple Regression is use in this research which to study the relationship between dependent variable and independent variables. Multiple
regression analysis was performed in this study in order to find out which is the strongest predictor that motivate consumers’ intentions
towards fraudulent dietary supplements and observed into the beta coefficient value and the largest value which most significant variable for
this research accordingly.
4.7.1 Model Summary of Variables
Table 4.8: Model Summary
Model R R Square Adjusted R Square Std. Error of the Estimate
1 0.629 a 0.396 0.374 0.41438
a. Predictors: (Constant), Awareness, Perceived Behavioural Control, Subjective Norms, Knowledge, Attitude
R Square in the Table 4.8 above indicates the percentage of variation on the dependent variable that can be explained by the independent
variables. The results of multiple regression analysis showed that the value of R was 0.396. From that, there are 39.6% of the variation that
exists in consumers' intentions can be explained by the five independent variables that consist of knowledge, attitude, subjective norms,
perceived behavioural control and awareness towards fraudulent dietary supplements. Nevertheless, the rest 60.4% of the difference for
consumers’ intentions towards fraudulent dietary supplements are remain unexplained in this study. This shows that other essential factors
which influence customers' intentions towards fraudulent dietary supplements are not measured in this research.
4.7.2 ANOVA
Table 4.9: ANOVA Table
Model Sum of df Mean Square F Alpha Value
Squares
b
1 Regression 15.088 5 3.018 17.574 0.000
Residual 23.010 134 0.172
Total 38.098 139
a. Dependent Variable: Consumers’ Intentions
b. Predictors: (Constant), Awareness, Perceived Behavioural Control, Subjective Norms, Knowledge, Attitude
The ANOVA table above shows the value of F (5,140) = 17.574 with a p-value of 0.000 less than the value of α = 0.001. Thus, at least one
of the independent variables that consists of knowledge, attitude, subjective norms, perceived behavioural control and awareness that were
tested had a significant influence towards consumers' intentions.
4.7.3 Coefficient Results
Table 4.10: Path Coefficient and Hypotheses Testing
Hypothesis Relationship Standardized t-value Significant p-value Decision
Coefficient (>1.645) (p<0.05)
Beta
H1 Knowledge and Consumers’ 0.255 3.118 0.002 Supported
Intentions
H2 Attitude and Consumers’ Intentions 0.358 3.597 0.000 Supported
H3 Subjective Norms and Consumers’ 0.073 0.907 0.366 Not supported
Intentions
H4 Perceived Behavioural Control and -0.022 -0.315 0.754 Not supported
Consumers’ Intentions
H5 Awareness and Consumers’ 0.078 0.876 0.383 Not supported
Intentions
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Based on the Table 4.10 above, the results indicate variable of knowledge (β= 0.255, p<0.05), attitude (β= 0.358, p<0.05), subjective norms
(β= 0.073, p>0.05), perceived behavioural control (β= -0.022, p>0.05) and awareness (β= 0.078, p>0.05). Thus, the results of H1 and H2
are accepted while H3, H4 and H5 are not accepted. Table above also shows the highest value of coefficient beta were recorded by the H2
with the result of β= 0.358. As a conclusion, the higher the attitude of the consumer, the higher the consumers’ intentions towards fraudulent
dietary supplements.
4.8 Test of Best Predictor
In this study, it was found that attitude was the most significant predictor which influence consumer’s intentions towards fraudulent dietary
supplements with the values of (β= 0.255). Then, it followed by variable of knowledge which recorded the value are (β= 0.358) respectively.
■ 5.0 DISCUSSION & CONCLUSION
5.1 Discussion of the Results & Findings
The results and findings that are discussed will be utilized from the hypothesis formed to identify the significant the relationship between
variables of knowledge, attitude, subjective norms, perceived behavioural control, awareness toward consumer attention on fraudulent dietary
supplements.
H1: There is positive significant relationship between knowledge and consumers’ intentions towards fraudulent dietary supplements.
01
H : There is negative significant relationship between knowledge and consumers’ intentions towards fraudulent dietary supplements.
According to the results in Table 4.16, hypothesis testing on this study showing the knowledge on consumers’ intentions are supported by
the beta value and significant values which are (β= 0.255, p<0.05, t<1.645). Hence, variable of knowledge is positively significant towards
fraudulent dietary supplements. Therefore, the null hypothesis is rejected.
According to Referring to Axon et al., (2017), he stated that a consumer with a high level of education and knowledge of dietary supplements
could be more careful in their consumption of dietary supplements compared to the general population. This is supported by Zhu and Xie
(2015) which explained that knowledge significantly come up with attitude formation on products. Moreover, Kobayashi (2017) has
mentioned that knowledge regarding the supplements is insufficient especially about the quality of product, adverse effects and effectiveness
as well. Thus, in order to avoid the misuse of dietary supplements, all consumers must have knowledge regarding the usage and efficacy to
prevent themselves from receiving bad side effects.
H2: There is positive significant relationship between attitude and consumers’ intentions towards fraudulent dietary supplements.
02
H : There is negative significant relationship between attitude and consumers’ intentions towards fraudulent dietary supplements.
Based on the results in Table 4.16, the hypothesis testing indicate attitude on consumers’ intentions are supported with the results of (β=
0.358, p<0.05, t>1.645). Apart from that, it shows the variable of attitude is positively significant towards fraudulent dietary supplements.
Therefore, the null hypothesis is rejected.
According to A.S.R. Manstead (2001), attitude strength is realized as the strength of the relationship between the object of attitude and the
perceiver’s evaluation of the object. Hence, attitudes and behaviour should be strongly correlated when the attitude is highly accessible.
Besides, there is a study by Honkanen et al., (2006) described that the attitude of an individual toward product consumption is one of the
most crucial variables that indicated consumers' choice across products and services, including food. Meanwhile, there are researcher
mentioned that attitude is strongly linked to the engagement of a person in a given of health behaviour accordingly (Armitage and Conner,
2001). It also may cause a higher intention among consumers to avoid themselves from involving in fraudulent dietary supplements
consumption. Thus, positive attitude by people may lead to positive impacts on behaviour and able to increase their health.
H3: There is positive significant relationship between subjective norms and consumers’ intentions towards fraudulent dietary supplements.
03
H : There is negative significant relationship between subjective norms and consumers’ intentions towards fraudulent dietary supplements.
Based on the results in Table 4.16, it shows that variable of subjective norms values is (β= 0.073, p>0.05, t<1.645). This means H3 is not
supported due to values are not within the range. Subsequently, subjective norms is negatively significant with consumers’ intentions towards
fraudulent dietary supplements. Hence, the null hypothesis is accepted.
According to Ajzen (2006), subjective norms bring up to perceived social pressures to engage or not engage in a particular behaviour.
Nonetheless, subjective norms in some contexts have been shown to be predictors of bad behavioural intentions (Hausenblas et al., 1997).
This is supported by Abrahamse W. (2019) which stated subjective norms are not related to behavioural intentions due to energy consumption
which is not essentially noticeable to people outside the house, and thus less exposed to what others think. This appears to be a consistent
finding which intention are to decrease fraudulent dietary supplements consumption that is related to perceived attitudes and
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behavioural control, but then not subjective norms. Thus, people need to be assisted by their closest acquaintances such as husband, parents,
siblings and doctor that can provide correct information in choosing the right dietary supplements in order to avoid from taking fraudulent
dietary supplements.
H4: There is positive significant relationship between perceived behavioural control and consumers’ intentions towards fraudulent dietary
supplements.
H : There is negative significant relationship between perceived behavioural control and consumers’ intentions towards fraudulent dietary
04
supplements.
Based on Table 4.16, hypothesis testing analysis indicates that the hypothesis is not supported with (β= -0.022, p>0.05, t<1.645). The results
showing that the perceived behavioural control and consumers’ intentions towards fraudulent dietary supplements. Hence, the null hypothesis
is rejected.
It can be described that perceived behavioural control refers to the ease or difficulty an individual feels to commit behaviours against the
intake of dietary supplements among consumers. According to (Wong et al., 2018), if a person believes that he or she has a high level of
behavioural control over a certain behaviour, that person is more likely to show a clear desire to engage in that action. This indicates the
lower the perceived behavioural control of individual, the weaker their intentions to perform behaviour in order to avoid fraudulent dietary
supplements consumption. This can be supported by Ajzen I. & Madden TJ. (1986) which explained individuals might have intentions to
change and maintain some health behaviours, but then, they might not encourage to those behaviours due to their daily environment.
Therefore, more effective behavioural need to be created by health educators to stimulate understanding of fraudulent dietary supplements
among consumers as well as to prevent more people from getting caught up in the use of fake dietary supplements.
H5: There is positive significant relationship between awareness and consumers’ intentions towards fraudulent dietary supplements.
05
H : There is negative significant relationship between awareness and consumers’ intentions towards fraudulent dietary supplements.
The results from the Table 4.16 indicates the variable of awareness values is (β = 0.078, p>0.05, t<1.645). This means H5 is not supported
due to the values are not within the range. Subsequently, awareness is negatively significant with consumers’ intentions towards fraudulent
dietary supplements. Hence, the null hypothesis is accepted.
According to Théolier et al. (2021), understanding of consumers towards concept of food fraud is limited and their understanding of the
related risks is constructed on imperfect information. Food regulatory frameworks does not well organized or equipped to prevent or control
food fraud due to lack of preparation actions (Spink & Moyer, 2011). Lately, there are some international cases related to food fraud
with public health effects have been attracting the attention of consumers through the media. Previous research by Théolier et al. (2021)
explained, if consumers are aware of a case of food fraud, individual can think that consumers will exaggerate their own risk exposure
because of their perception towards food fraud is not being properly managed by other stakeholders. Thus, marketers and companies that
manufacture dietary supplements products need to play a role in conveying more understanding of food fraud so that people could be more
aware with the existence of issues around them.
5.2 Managerial Implications
There are several managerial implications from the results of the findings and outcome of this research that could be significantly
beneficial to the industries, researchers and marketers. At the same time, it could help TDC Holdings Sdn Bhd to convey understanding to
their existing and potential customers regarding the originality of their product, C2Joy Colostrum Milk instead of the fake one. Firstly,
TDC Holdings is encouraged to held a campaign on a monthly basis about the differences of products that produce by the company are
guaranteed safe as they have received approval from various parties such as 'MeSTI' and Ministry of Health (MOH). The campaign can be
implemented through online which are main websites and social media platforms such as Instagram, Facebook and TikTok. From that, people
will be more aware with the existing of the original product and avoid being deceived into buying fake product even it is the same brand.
This is supported by research from (Germain, 2017), in recent years, internet such as social media has emerged as an essential source of
health-related information that gives people chances to search for free health information through online. Secondly, in terms of subjective
norms, all agents under TDC Holdings also need to play a role in disseminating and sharing the content such posters and video advertisements
provide by HQ regarding awareness of the disadvantages of consuming counterfeit products. Hence, those people also will advise his close
acquaintances also not to take fake dietary supplements as it is dangerous for health in the long-term in the future. Previous study has
mentioned that the more types of supplements consume by certain individuals, the more he or she depends on the media for the information,
implying that the media has a strong influence on certain consumers (Peters et al., 2003). Finally, for perceived behavioral control, individuals
can control themselves from taking fake products with sufficient external factors and can influence themselves not to do bad things that
affect health. Thus, marketers should understand the current market growth in dietary supplements consumption to conduct effective
communication for society in improving health levels among consumers. This will lead to increase health awareness and benefits of products
by TDC Holdings that are dominating the world. This also supported by research that mentioned by Ajzen (2002), the strength of an
individual’s beliefs about his or her abilities (which capture elements of perceived behavioral control) will relatively increase his or her
personal assessment of all sorts of things.
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5.3 Limitation and Recommendation
Throughout this study, there are several limitations and recommendations that need to be emphasized for improvement in future research.
Firstly, the research has been conducted among Johor residents only who consume dietary supplements of C2Joy Colostrum Milk produced
by TDC Holdings Sdn Bhd. Since the market of this product has expanded to the whole of Malaysia and abroad such as Indonesia and
Brunei, future researcher should conduct this study to the users of this product in those countries as well rather than focusing on particular
place only. This could help the researcher and TDC Holdings Sdn Bhd to replicate this study on a global scale for more diverse country to
generalize data pattern. Besides, there were some potential respondents who refused to answer the online survey distributed by the researcher
because they were not sure of the real purpose of this study even though has stated in the beginning section of the questionnaire. In fact, they
consider this study as a scam simply because there are parties who are trying to tarnish the image of TDC Holdings Sdn Bhd. Apart from
that, the researcher needs to get approval or an official letter to conduct the online survey for data analysis purpose as well. All transactions
also need to be documented as evidence that the research conducted is guaranteed safe and not a mere fraud.
5.4 Conclusion
The current research analysed regarding the relationship between variables of knowledge, attitude, subjective norms, perceived behavioural
control and awareness towards fraudulent dietary supplements among Johor consumers. There are five research objective and five hypotheses
were proposed and a conceptual research framework also was developed for this research. Subsequently, the total of 140 sample of
respondents were collected and examined by using SPSS Software Version 26 for data analysis part. Apart from that, the main findings
indicate the positive significant relationship between knowledge and consumers’ intentions towards fraudulent dietary supplements and it
is followed by the variable of attitude which also have positive significant relationship towards consumers’ intentions accordingly. However,
the other variables which are subjective norms, perceived behavioural control and awareness have negative significant relationship on
consumers’ intentions towards fraudulent dietary supplements. Therefore, researchers or marketers should pay more attention to these three
attributes in helping to solve the problems faced by TDC Holdings Sdn Bhd regarding the issue of fraudulent dietary supplements that cause
adverse impacts to all parties. Future researchers could conduct further investigation on fraudulent dietary supplements by adding other
possible factors into conceptual framework. As a conclusion, this research has fulfilled two out of five hypotheses and answered the research
questions and objectives. Last but not least, recommendations for future research were stated to minimize the limitations and improve
information as well as the understanding regarding dietary supplements intake among consumers.
■ 6.0 ACKNOWLEDGEMENT
In completing this thesis, I have been in touch with many people, researchers, academicians, and practitioners. They have contributed towards
my understanding and thinking from many aspects. In particular, I would like to express my deepest appreciation to my main thesis
supervisor, Dr Adaviah Binti Mas’od, for her encouragement, guidance, criticism and friendship. My deepest appreciation also goes to all
my colleagues and others who have involved in assistance on various occasions. Besides, Universiti Teknologi Malaysia (UTM) and
Librarians at UTM also deserve special thanks for their assistance in supplying the relevant literatures. Last but not least, I am grateful to
all my family members and friends for being with me throughout this study.
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FYP PROPOSAL
AHIBS UTM SKUDAI JAN 2022
FACTORS INFLUENCING CUSTOMER SATISFACTION: CASE STUDY
OF BAMBOO HUT ENTERPRISE
SOH JIE QI, DR MAZILAH BINTI ABDULLAH
Azman Hashim International Business School, Universiti Teknologi Malaysia, Johor Bahru
*Corresponding author: [email protected], [email protected]
ABSTRACT
In this era, customer satisfaction is essential to a company because this links to the company's profit and reputation, especially in a company
that needs to interact with the customers, such as in the printing industry. Correspondingly, this research is conducted at Bamboo Hut
Enterprise and examines whether customer satisfaction will be influenced by price, product quality, and service quality. The quantitative
sampling method is used with a medium sample size of 108 respondents through purposive sampling. Sources of primary data that have been
obtained from the questionnaire are administered to the customer of Bamboo Hut Enterprise. Data analysis is performed with multiple
regression by using SPSS (Statistical Product and Service Solution) version 23. The result showed that price, product quality and service
quality significantly influence the customers' overall satisfaction. Therefore, these variables are the company's need to improve customer
satisfaction.
Keywords: Price, Product Quality, Service Quality and Customer Satisfaction
ABSTRAK
Pada era ini, kepuasan pelanggan adalah penting kepada sesebuah syarikat kerana ini ada kaitan dengan keuntungan dan reputasi
syarikat terutamanya dalam syarikat yang perlu berinteraksi dengan pelanggan seperti industri percetakan. Penyelidikan ini akan
dijalankan di Bamboo Hut Enterprise. Tujuan kajian ini adalah untuk mengkaji sama ada kepuasan pelanggan akan dipengaruhi oleh
harga, kualiti produk dan kualiti perkhidmatan. Dalam kajian ini, kaedah persampelan kuantitatif akan digunakan dengan saiz sampel
sederhana seramai 108 orang responden melalui kaedah persampelan bertujuan. Sumber data primer diperolehi daripada soal selidik
yang akan diedarkan kepada pelanggan Bamboo Hut Enterprise. Analisis data dilakukan dengan menggunakan regresi berganda dengan
menggunakan SPSS (Statistical Product and Service Solution) versi 23. Keputusan menunjukkan bahawa harga, kualiti produk dan kualiti
perkhidmatan secara signifikan mempengaruhi kepuasan keseluruhan pelanggan. Oleh itu, pembolehubah ini adalah keperluan syarikat
fokus untuk meningkatkan kepuasan pelanggan.
Kata kunci: Harga, Produk Kualiti, Perkhidmatan Kualiti dan Kepuasan Pelanggan
■ 1.0 INTRODUCTION
It is easy to abandon the medium favouring social media and other online media in today's digital world. However, the fact is that
the company plays a vital role in integrated communication, although in recent years, the printing industry has been fraught with the
intensification of digital trends, while the typical printing company model has experienced a decline in workload, which has posed some
challenges to the printing industry (Charoensopa, Mungaomklang, & Chotithamaporn, 2020).
Nevertheless, printing continues to be alive and well, perhaps more critical and influential than ever before. Consumers are now
surrounded by advertising, email, and online content, so much so that it is hard to achieve the right audience. This can be why the printing
industry has refused to disappear for many years. Dornan (2020) indicated that junk contains a 37% higher response rate than email marketing,
and surprisingly children trust printed content over digital content. Research shows that everyone, including millennials, trusts print over
other social media; they trust print materials over digital content. It is seen in printed newspapers, letters from banks, and printed advertising
books. The study found that paper material was more credible than Facebook, Instagram, and WhatsApp. Nearly all 52.3% of female
respondents and 47.7% of male respondents had received fake news on social media platforms, such as Facebook and Instagram (79.7%).
These were followed by messaging apps such as WhatsApp (67%); 43% received fake news on video-sharing platforms such as YouTube,
while 23.1% received fake news on mainstream media such as television and the newspapers. From this survey, we can see that paper
materials receive a rock-bottom percentage of fake news. Therefore, the printing industry remains needed during this digital age because it
is trustworthy (UCSI, 2019).
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By 2020, the world commercial printing market will reach the US $411.99 billion. By the beginning of 2026, it is expected to be
worth US $472.35 billion, with a CAGR of about 2.24% from 2021 to 2026. Within five years, the printing market is predicted to indicate
significant growth. Advanced printing technology features a distant future and can commence a wave of innovative media and
communication beyond imagination. While print employment is tiny, it is expected to expand because of privacy concerns and the over-
saturation of digital platforms. The market is predicted to recover and grow at a CAGR of three from 2021 to succeed in $317 billion by
2023 (Wood, June 15, 2020). All this implies that the printing industry is predicted to grow; this can be because there is still a necessity for
printing. Some people want to print books or read materials to focus on reading. Some may not have a printer reception; one might have to
travel to a printing shop if needed to print a document. To some, visiting a workshop is less complicated and cheaper than buying printers
and ink. Some people have a printer but do not have photocopying capability. Thus a visit to a printing shop is still warranted. The printing
shop also provides binding and laminating services, which are difficult to attempt on one own due to the shortage of apparatus.
Besides that, in Malaysia, packaging and label printing is booming thanks to the high demand for medical products, especially face
masks and rubber gloves. The 2019 coronavirus pandemic has created a replacement for what is considered a 'norm' lifestyle, with people
preferring to order or remove food reception under a "Movement Control Order"; this has increased the demand for food packaging.
Therefore, this creates a decent opportunity for ordering goods online, hence the opportunity for printing services (Chan, 2020). However,
this also shows that there are more challenges. However, printing remains an industry that will grow; the printing industry has to change its
traditional model of printing and photocopy into a digitalised or updated machine and photocopy machine. The printing industry can also
provide delivery service, receive online orders, and add to their line by doing 3D printing, textual printing, or packaging and label printing.
1.1 BACKGROUND OF THE PROBLEM
According to Kierczak (2021), customer satisfaction is defined as a measurement that determines how a corporation provides
products or services to meet customer expectations. Customer satisfaction is one of the main important indicators of consumer purchase
intentions and loyalty. High-standard customer service can win the customers' hearts and make that company recognisable within the target
group. Nowadays, when social media plays such an important role in making decisions, it is crucial to stay focused on the standard of
customer service. If the corporation does not care about the customers' satisfaction, it cannot expect the customer to care about the services
or products. Many researchers have emphasised the importance of customers. Zairi (2000) says, "Customers are the aim of what we do,
instead of them betting on us, we rely on them a lot. Customers are not the source of the problem, and we cannot expect customers to 'leave'
because if we do like that, then our future and security of the company are in danger." This is often why today's organisations specialise in
customer satisfaction, loyalty, and retention.
Quality is closely associated with customer satisfaction (Rohaeni & Marwa, 2018). Quality is what drives a strong relationship
between the customer and the company. Such bonds allow companies to relate closely to customers' expectations and wishes within the
future. Thus, the corporate can increase customer satisfaction, and the company can maximise the pleasant experience and minimise the
unpleasant for the customer. Quality is additionally the foremost fundamental thing about customer satisfaction and competitive success.
Quality development and practices show that consumers will find higher and better-quality expectations. When linking them, scientists have
become more precise in assessing the importance of customer satisfaction and service quality. Satisfaction and service quality are similar.
However, satisfaction is a broader concept, although the quality of service, in particular, is concerned with measuring service (Alan et al.,
2012). Different factors such as price and product quality can also affect customer satisfaction. Hence, service quality is part of customer
satisfaction (Valarie, Mary & Dwayne, 2006). This assumption is consistent with Alan et al. (2012) and is confirmed by the implications of
customer satisfaction that different experts have introduced. According to Djumarno et al. (2018), better product quality will maintain a high
level of customer satisfaction, encouraging customers to make purchases in the future. Product quality is also one of the factors that the
customers consider when deciding to buy (Jahanshahi et al., 2011). If the customer thinks the product is up to the standard, then the customer
will be satisfied. Han et al. (2018) argue that price suitability may support customer satisfaction after reaching the desired customer benefit
level, encouraging customers to continue to trust and make repeated purchases. Customer satisfaction can also be formed by making sacrifices
based on the value gained, i.e., the price of a product is set according to the benefits gained. Customer satisfaction can be interpreted as
feeling happy or disappointed when a customer compares his perception of the performance of a product or service with his expectations. A
positive perception will lead to a feeling of satisfaction, whereas if the customer has a negative perception, there will be a feeling of
dissatisfaction, which will lead to the customer's reluctance to buy the product again. Therefore, customer satisfaction is essential; it leads to
financial success and contributes to sustainable development.
Customer satisfaction is very important to a business or an organisation, especially a business that needs to interact with the
customers, such as a printing shop. This is because customer satisfaction is one of the most significant factors affecting an organisation's
sales and name. Based on Davis and Heineke (1998), although a high level of customer satisfaction does not necessarily guarantee customer
loyalty, dissatisfaction can cause customers to transfer their business to other places. In other words, customers who are unhappy with the
extent of the service they receive are less likely to return. Instead, customers who are very satisfied with a company's service experience may
still return with identical frequency or perhaps more frequently. Many companies invest time and energy to maintain their position in the
highly competitive market. Generally speaking, they believe that customer satisfaction is a key factor in their field of competition (Hwang
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& Zhao, 2010). Therefore, Bamboo Hut needs to fully understand the dissatisfaction of their customers by addressing the dissatisfaction, to
negate it to establish satisfaction to sustain in this competitive market, and become the only choice for the target market.
According to the interview with Mr Soh Kian Kiong, the current owner of Bamboo Hut Enterprise, Bamboo Hut Enterprise was
established in 2015 by Mr Soh Kian Kiong. A year before, Mr Soh has worked as a buyer QC in manufacturing as a production manager."
A year before, Mr Soh has worked as buyer QC in the manufacturer as a production manager. The intention of Mr Soh in opening this
printing shop is to make out a living and cover his family living expenses. Significantly due to his age, he cannot work as a QC because he
cannot travel. Mr Soh set up his shop at Sungai Mati because he discovered a need there. Sungai Mati is a small village. It does not have
many printing shops, and there are four schools; Pei Hwa Independent High School, SJKC Pei Hwa High School, SMJK Pei Hwa and
Abdullah Primary School. Besides that, upstairs of his shop is a tuition centre. Therefore, Mr Soh feels this is an opportunity to set up a
printing shop to help all these students and the tuition centre print books, assignments, and other papers.
This printing shop faces two kinds of customers. The first is organisational customers, including furniture manufacturers, suppliers,
and producers. The second is the end customers to whom printed products are supplied. Due to limitations, it was hard to interview the
furniture company and obtain its database. Therefore, the study's focus is on the second type of customer. In the first year, the company's
sales could not cover the expenses, and Mr Soh had to find a new way to improve his sales. Thus, he cooperated with other companies to
expand the business. Finally, Mr Soh found that he could cooperate with the furniture factory to print a manual book for all the furniture.
Subsequently, he had visited the furniture factory and asked whether they would cooperate with him to print all their manual books.
Eventually, he found one company that would cooperate with him. Thus all the manual books were printed by him. Then, he sent all the
manual books to that company himself because it was near his shop. The sales of this printing shop gradually picked up, and he decided to
hire workers to help him with his burden; the workers could help print for the students and the tuition centre, while he focused on printing
the manual books. The SWOT analysis of Bamboo Hut is as below Figure (1).
Figure 1: SWOT Analysis
The researcher has chosen this company because this company is the first printing company in Sungai Mati. Journal has revealed
that there are only some people who have conducted research on customer satisfaction towards the printing shop and have also revealed that
the printing industry has the potential to grow in the future because of the factor that many folks do not have printers in their house and there
are a lot of official materials that still have to be printed or photocopied. Besides that, companies nowadays depend upon computers and
digital technologies to perform most of their business tasks. However, many fields also require printing services such as publishing,
healthcare, marketing agencies, retail, educational institutions, automotive, financial and furniture industry. Some industries use printing in
their business, many of which have gained 5% profit with print. The Demand Sector or Category Rankings by Print Potential Report 2018
indicated that the highest three industries dominated by print are packaged foods, the medical and publishing industry. Around 25 industries
account for nearly 95% of print, and the print demand is still increasing. Marketing Tech News reveals, the print industry is 50 times the
scale of the music industry and continues to grow rapidly (Cameron, 2019). Hence, this study aims to determine customer satisfaction
variables that may affect Bamboo Hut Enterprise's customers.
This study commenced by conducting a preliminary study to substantiate customers' satisfaction with Bamboo Hut Enterprise. The
study is completed by distributing Google Forms to 30 customers of this company, asking them about their satisfaction and expectations. In
this manner, variables that may affect the customer's satisfaction correspond with the aspects of the customer comment, and every one of the
comments has been listed within the Fishbone Diagram is found well with aspects of customer comment, and every one of the comments has
been listed within the Fishbone Diagram (Figure 2). The diagram divides customer satisfaction into the price, product quality, and repair
quality. After doing the fishbone, a similar framework was taken and adapted to become the framework for this research.
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Figure 2: Fishbone Diagram
1.2 PROBLEM STATEMENT
In this increasingly difficult economic situation, the competition in every industry is high, and the business world is anxious. Many
companies are competing for the market share. Hence, this offers companies an incentive to keep moving forward to improve their business.
In addition, as technology advances, companies must keep pace with the times so as not to fall behind others. The corporate must
anticipate the increasingly competitive economic development with the correct strategy to not be excluded from the competition. Furthermore,
the corporate must anticipate future economic trends and compete with other companies operating within the same field. These are done
to keep up the survival and progress of the corporate.
The role of the printing business is now growing, which can be seen in the increasing number of printing shops in Sungai Mati, with
the emergence of new players in this industry, either as sellers or as print marketers, as well as new entrepreneurs. As a result, the competition
between printing companies is becoming more and more intense. Gartner (2014) predicts that 89 per cent of businesses are expected to
compete primarily around the customer experience. He has also predicted that by 2019, more than 50% of institutions will shift their
investments to customer experience innovation. More and more business entities are stating their commitment to customer satisfaction in
their mission statements and advertising. According to Microsoft in the "State of Global Customer Report" (2017), 54% of customers today
have higher customer service expectations than a year ago. For consumers aged 18 to 34, that figure rises to 66%. Bamboo Hut Enterprise is
one of the companies that has been engaged in the printing business in Sungai Mati since 2015. Therefore this printing shop needs to
investigate the level of customer satisfaction in order to compete with others and become the only choice for the target customers. If this
printing shop does not take action regarding customer satisfaction, it will soon be replaced by the others. It is very important to understand
the satisfaction and dissatisfaction of Bamboo Hut Enterprise's former customers to improve the service and product provided, especially
during the pandemic, because the whole world is now adapting to the new lifestyle. Nowadays, people prefer to make online purchases and
a company that can provide delivery service.
1.3 RESEARCH OBJECTIVES
This study listed three main objectives:
i. To examine the influence of price on customer satisfaction.
ii. To examine the influence of product quality on customer satisfaction.
iii. To examine the influence of service quality on customer satisfaction.
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■ 2.0 LITERATURE REVIEW
2.1 CUSTOMER SATISFACTION
Customer satisfaction is taken into account to be the key factor affecting enterprise sales. In other words, in a very competitive
market, customer satisfaction affects the muse of any successful business, including printing and photocopying products. This could be
because high customer satisfaction is vital in encouraging customers to repurchase products or reuse services (Hoyer et al., 2001; Park et al.,
2019). It is understood to be a measure that determines a customer's happiness with the merchandise or service they have received. It refers
to the gap between the consumers' initial expectations and their emotional responses to their value during the purchase and consumption.
Therefore, based on previous research during this area (Rust & Oliver, 1993; Fornell, 1992; Oliver, 1999; Woodside et al., 1989; Kotler et
al., 2000; Hansemark & Albinsson, 2004; Tam, 2004), the researcher believes that customer satisfaction reflects the experience-based attitude
of consumers, and therefore, it is often associated with feelings of acceptance, happiness, relief, excitement and joy (Hoyer et al., 2001).
Previous literature has highlighted two basic concepts of customer satisfaction; the primary is somebody's satisfaction with a specific
transaction, and therefore the second is their overall (cumulative) satisfaction. The latter has proven to be the foremost useful thanks to
customer satisfaction and post-purchase behaviour. In a perfect scenario, customers are satisfied with the merchandise or service and are
expected to share their good experience with the social community, especially with their friends and family.
Kotler and Keller (2012) say, "Satisfaction may be a person's feeling of happiness or disappointment, comparing the perceived
performance (or outcome) of a product with the expected outcome." However, according to Jahanshahi et al. (2011), customer satisfaction
results from the customer's perceived value in a transaction or relationship; value equals perceived service quality relative to the cost and
customer acquisition cost. In contrast, Tu et al. (2013) state, "Customer satisfaction will affect the repurchase intention and behaviour, and
thus affect the long-run revenue and profit of the organisation". Customer satisfaction is the customer's evaluation compared with their
expectations after purchasing a specific product. Customer satisfaction is measured by the customer's expectations and, therefore, the
performance of the products or services, i.e., to fulfil the requirements and desires of its consumers. A satisfied customer refers to a product
or service whose performance is comparable to the customer's expectation, encouraging them to shop for the merchandise again. At the
same time, a disappointed customer will persuade other customers not to buy further, and as a result, move to a different brand's competitor.
Kotler and Armstrong (2012) have defined, "Customer satisfaction is the degree to which the perceived performance of a product matches the
buyer's expectations." Customer satisfaction includes several indicators, namely loyalty, satisfaction, repurchase interest, minor willingness
to complain, willingness to recommend products and company reputation.
Customer satisfaction indicates how good is the merchandise experience when compared to the buyer's expectations (Razak &
Shamsudin, 2019). It is the perceived expectations of shoppers and consumers before they purchase and the knowledge of a product or service
(Hamsudin et al., 2018). According to Mohd Farid Shamsudin, Esa, and Ali (2019), customer expectations mean superior service delivery
and intangible value provided to the customers. Additionally, customer satisfaction is described because the customer's evaluation of the
merchandise or service meets the customer's needs and expectations (Alan, Mary, & Dwayne, 2012); as they have shown, some variables
affect customer satisfaction, such as price, product quality, and repair quality. Customer satisfaction also becomes a big contributor to
improving service companies, i.e., long-term gratitude, customer reliability, and customer maintenance.
Moreover, many analysts believe that customer satisfaction greatly impacts customer repurchase expectations (Cronin, Bradyandhult,
2000). Also, satisfied customers disseminate positive informal communication, attract new customers, and reap long-term business benefits.
Customer satisfaction measurement could signify how a company provides a product or service. Therefore, customer satisfaction is the
degree of accomplishment of each organisation, including the general public sector (Tirimba et al., 2013). When the product and repair
quality characteristics are enhanced, customer satisfaction expands because a rise in customer satisfaction reliably indicates higher customer
retention and loyalty (Eugene & Vikas, 2000).
The two theories that may best explain customer satisfaction are the uncertainty paradigm and the expectation-value concept (Barsky,
1992). Both theories are widely accepted theories of consumer behaviour, although they do not address the link between customer satisfaction
and actual purchase behaviour. Customers will compare a brand-new service experience with the standards they have already set. Their belief
within the service depends on whether the service meets their standard. This theory assumes that customers purchase based on their
expectations, attitudes, and intentions (Oliver, 1980). Subsequently, a performance perception occurs when the customer evaluates the
experience during or after the consumption. This process is completed when customers compare actual service performance with their
previous experience's standard or expectations (Beardon & Teel, 1993), where the results are divided into satisfied or dissatisfied. There are
four components to the current paradigm: expectation, perceived representation, inconsistency, and satisfaction. The expectation level
represents expectations before consumption, while performance refers to the customer's perception of service. If there is a discrepancy
between expectations and performance, it can cause inconsistency. Finally, satisfaction is decided by combining the satisfaction results of
assorted attributes of the service.
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The three primary factors influencing satisfaction are price, product quality, and repair quality. However, it is not certain whether
they cause satisfaction or dissatisfaction. In most studies involving inconsistent expectations, it is considered normal consumer use compared
to the following things that are equity performance formed by the consumers' supported personal costs or investment and expected returns
(Liechy & Churchill, 1979). Ideal product or service performance is the best consumer or service performance (Liechy & Churchill, 1979).
Experience-based specifications mean the expected performance levels that support the competitors' experience (Cadotte et al., 1987). This
idea is commonly related to tangible products. Thus it diverges when coping with services.
Relationship quality means the standard of the connection between the salesperson and the consumer. Therefore, the customer is
satisfied, significantly affecting sales (Crosby et al., 1990). This idea expands the influence of the media and word of mouth on relationships.
Price is commonly considered an indicator of quality. Many shoppers believe that a higher price is upper quality. Price plays a much more
significant role when customers are less conversant in the service.
2.2 FACTORS OF CUSTOMER SATISFACTION
A study by Aisyah and Ariyati (2015) explored and discussed the effects and extent of price, product quality, and service quality on
consumer satisfaction. It has been concluded that all of the factors affect customer satisfaction. Thus, the researcher has selected three factors
to study and investigate the most significant factors influencing customer satisfaction.
2.2.1 Price
According to Swastha (2005), the meaning of price is "The amount of cash needed to induce a variety of combinations of products
and services. According to Adi (2012), the medium is the price that the amount of cash set by-products to be paid by consumers to hide the
value of production, distribution, and the sale of the principal includes a marking return on its efforts and risks. Consistent with the above
definition, the policy on pricing is that manufacturers must follow the price developments within the market and know the position of
companies within the overall market situation. The weather of the marketing mix joins pricing, which requires careful consideration, with
relevance to a variety of dimensions, and also the following pricing strategies (Fardiani 2013). Last but not least, price means the asking
price of products and services and the price customers are willing to pay (Hamsudin et al., 2015).
Price may be a useful statement of a product (a statement of value). Value could be a ratio or a comparison between perceived benefits
and costs issued to get the merchandise. Price is a facet that is visible to buyers. Frequently the worth is employed as a sort of service quality
indicator. Furthermore, price is the main determinant of demand. Support by the law of demand, the portion of the value affects the number
of products the consumers purchase; the dearer the value, the less the number of demands for the merchandise, and the other way around.
Price is directly associated with income and profit; it is the only element of the marketing mix that brings in corporate revenue, which
successively influences the nominal size of the profit and market share obtained. Besides that, prices are flexible, which will be adjusted
quickly. One among the four elements within the traditional marketing mix, price is the most easily changed and adapted element with market
dynamics. Price affects the image and positioning strategy. Price is vital in the marketing of prestigious services that prioritise the image of
quality and exclusivity. High prices appear to reflect the prime quality and contrariwise. Lastly, price is the most vital issue that managers face.
The corporate must deliberate and seriously consider when choosing the worth.
2.2.2 Product Quality
According to Zeeithaml (1988), "Quality can be broadly defined as superior". Kotler and Armstrong (2012) describe, "A product is
anything that can be provided to the market for attention, acquisition, use or consumption and may satisfy a want or need'', while Esanyi
(2015) says, "Product quality is the customer's perception of the overall quality or superiority of the product or service, in terms of its intended
purpose and vice versa." Kotler and Amstrong (2012) assume that product quality is a product or service feature related to meeting the stated
or implied customer needs. The quality of the product is not examined from the company's standpoint but the customer's perspective. Two
important factors affecting product quality are expected and perceived product quality. Specifically, if the perceived product quality meets
the expectations, the customer will perceive the product quality as good and satisfied.
Conversely, if the perceived quality of the product is not as expected, then the perceived quality of the product is identified to be of
poor product quality. As such, the quality of the products is good or bad depending on the company's ability to meet the customers'
expectations. In the case of printing products, quality is a characteristic related to its ability to meet the customer's requirements, whether the
ink and paper are of good quality or the printed products are of good quality. Kotler and Keller (2012) believe that product quality consists
of several indicators, namely performance, function, reliability, compliance, durability, useability, aesthetics, and perceived quality.
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2.2.3 Service Quality
In service marketing literature, service quality has been paid more and more attention by scholars. The quality of service is defined
because the adaptation to customer needs is within the delivery of services (Chakrabarty et al., 2007). Quality means the customers' perception
of the extent to which the company's products and services meet expectations (Moshi & Mitomo, 2019). Other scholars believe that service
quality results from the customer's evaluation of the overall quality of the service providers by comparing the customer's expectation and
perceived quality (Parasuraman et al., 1988). Notably, Parasuraman et al. (1988) have proposed five service quality dimensions. They are
tangibility, reliability, responsiveness, assurance and empathy. The five measurement methods are commonly cited as SERVQUAL. The
SERVQUAL scale achieves reliability and validity in various fields (e.g., reliability of the printing shop's workers and delivering the products
within the promised time) and might be applied to other service fields (Parasuraman et al., 1988). Some scholars have realised the connection
between service quality and brand image (Hsieh et al., 2018). Previous studies have shown that service quality may be a prerequisite
for brand image and positively impacts the brand image (Hsieh et al., 2018). Several studies have confirmed the link between service quality
and customer satisfaction (Sivadas Baker-Prewitt, 2000). Previous surveys have also shown that service quality could predict customer
satisfaction and encompass a positive impact on customer satisfaction (Putro Rachmat, 2019). The link between service quality and customer
loyalty has also been revealed (Anwar et al., 2019). Some authors have demonstrated that service quality could be a precursor of customer
loyalty and positively affects customer loyalty (Anwar et al., 2019). In this research, the researcher uses SERVQUAL because it is more
suitable in investigating how the service quality affects the amount of customer satisfaction in the Bamboo Hut Enterprise.
2.3 HYPOTHESIS DEVELOPMENT
2.3.1 Price
Research shows that a customer's decision to accept a specific price encompasses an instantaneous effect on satisfaction (Consuegra,
Molina & Esteban, 2007). Malik and Hafiz (2012) concluded that price correlates to customer satisfaction. A price increase has been shown to
negatively impact customer satisfaction. With Lommeruda and Sorgard (2003), printing services are like undifferentiated products.
Therefore, customers are price-sensitive, and sometimes brand loyalty is involved in brand preferences, resulting in satisfaction. That is why
the old monopolists retain some consumers. Wishing on the explanation that is given above, the researcher hypothesise:
H 1: Price has a negative and significant influence on customer satisfaction.
2.3.2 Product Quality
Product quality is a key factor in enterprise management in academic and business domains (Chou et al., 2010). Cruz, A.V. (2015) studied
the influence of product quality on customer satisfaction and found a significant correlation between product quality and customer
satisfaction. Ismail, Khatibi, and Thiagarajan (2003) point out that product quality is crucial to the formation of customer satisfaction, which
means that product quality also has a positive and significant impact on customer satisfaction and customer loyalty. Consistent with Kotler
and Keller (2009), consumer satisfaction depends on product standards. Therefore, the following hypothesis is generated:
H 2: Product quality has a positive and significant influence on customer satisfaction.
2.3.3 Service Quality
Previous studies believe a social relationship between service quality and customer loyalty positively affects customer satisfaction (Hussain
et al., 2015; Saghier, 2013; Wu & Mohi, 2015). By observing customers' behavioural intentions, it is found that the higher the service quality,
the higher the customer's satisfaction is towards the service (Dawi, 2018). Therefore, the researchers hypothesised that:
H 3: Service quality has a positive and significant influence on customer satisfaction.
2.4 RESEARCH FRAMEWORK MODEL
Figure 3 is the research framework of this study. Aisyah and Ariyati (2015) studies were the base used to frame the variables in Figure 2,
which emphasised the impact of price, product quality, and service quality on customer satisfaction.
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Figure 3: A research framework for the customer satisfaction towards Bamboo Hut Enterprise
■ 3.0 RESEARCH METHOD
3.1 RESEARCH DESIGN
The research design of this study is a descriptive quantitative research design. This study will use a survey method to collect data from
prospective respondents.
3.2 POPULATION AND SAMPLING
This research examines the influence of three independent variables (price, product quality, and service quality) on customers' overall
satisfaction. Therefore, the population of this research focuses on the respondents who are the customers of Bamboo Hut Enterprise, Sungai
Mati, Muar, Johor. Thus, people who are not customers of Bamboo Hut Enterprise cannot be respondents to this research. According to the
table of statistical power analysis (Cohen, 1992), the sample size in three independent variables with a medium population is required to
collect 108 respondents. The researcher added 10% to make it 124, and the previous study supports this. The research design of this study is
a descriptive quantitative study. This study uses a survey method, and the questionnaire is distributed to the respondents. A non-probability
sampling technique, i.e. purposive sampling, is used in the data collection where the distribution to the customers of Bamboo Hut Enterprise
is through Whatsapps. The result is measured using multiple regression for examining the influence of three independent variables on the
customers' overall satisfaction, while the demographic profile is descriptive analysis.
3.3 RESEARCH INSTRUMENT
Specifically, this study adopts a two-part structured questionnaire. The primary part is the profile, and therefore the second part is the
measurement items. Due to the movement restrictions of COVID-19 during the conduct of this study, a web survey of the shoppers of
Bamboo Hut Enterprise is conducted using Google Forms management. This study focuses on the customers of Bamboo Hut Enterprise. A
quantitative approach (Likert scale questions) is considered the most appropriate for this study. The questionnaire is split into six parts: A,
B, C, D and E. Part A consists of 4 demographic questions. Also, part B will contain six questions about price. Part C will contain
five questions about product quality. Next, Part D will contain seven questions about service quality, and Part E will contain six questions
on customer satisfaction. This set of questionnaires asked the respondents to tick a given item. The Likert scale used 'strongly agree', 'agree',
'neutral', 'disagree' and 'strongly disagree'. The researcher conducted a pre-test before the distribution of the survey form. Instead of collecting
data to handle a meaningful research topic, the pre-test is meant to assist the researcher to discover the causes of difficulty and ambiguity in
survey questions (Buschle et al., 2021). For the pre-test, 32 respondents were required to fill the pre-test form to detect a coffee prevalence
problem a minimum of once (prevalence 0.05), 32 participants were asked to succeed in 80% power (Perneger et al., 2014). Following the
completion of the pre-test, the researcher conducted the pilot study. The researchers extended the likelihood of success within the main study
with the pilot study. They were required to see whether the questions were valid and supported their content and face validity (Fraser et al.,
2018). This study conducted an expert validity to validate the measurements of the things. The expert is chosen from Marketing and
Management, Prof Khalil Md Nor, Prof Rohaizat Baharun and Dr Goh Chin Fei.
3.4 DATA ANALYSIS
The SPSS was used to analyse the data acquired in the study. This study employed percentages and frequency to analyse the demographic of the
respondents. The statistical test employed in this study is summarised below in Table 3.0:
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Table 3.1 Summary of Purposed Statistical Method
Type of Analysis Purposive of Analysis Rule of Thumb
Descriptive Analysis In the descriptive analysis, frequency, mean, modal
percentage, and variance are often analysed and converted
to numerical form.
Normality Analysis Used to determine whether an information set conforms to a Skewness and kurtosis = +2 to -2
standard distribution and to calculate the probability that (Garson, 2012)
a chance variable under the info set conforms to
traditional distribution.
Reliability Analysis Ensure that the questionnaire used includes reliable and More than 0.7 (Hair, 2010)
reliable variables and scales.
Univariate Analysis Measure the range and variation of the dispersion of the Mahala Nobis D Square Test
collected data to avoid outliers for every answer within Z score between +4 to -4 (Hair,2010)
the project questionnaire.
Multivariate Analysis Predictors that determine whether variables are highly Mahala Nobis D Square Test
correlated. Z score between +4 to -4 (Hair,2010)
Multicollinearity Analysis It is a numerical phenomenon of high correlation or Tolerance more than 0.2; VIF below
uncorrelation between two independent variables in a than 10 (Garson, 2012; Pallant, 2015)
multiple correlation model.
Multiple Regression Analysis A statistical tool wants to study the link between two or p<0.1, **p<0.05, **p<0.001
more variables.
■ 4.0 DATA ANALYSIS PLAN
The researcher checks the reliability and validity of the questionnaire through a pilot test. The pilot test was carried out before distributing
the real questionnaire. 30 respondents had been chosen to fill up the questionnaire. Cronbach Alpha was calculated. As the scores were more
between 0.7 to 0.832, the variables were considered reliable and consistent.
The results and analysis of 124 responses were collected for the study. This study discusses demography, normal test, preliminary test,
multicollinearity analysis, and multiple regression analysis.
4.1 Profile of Respondents
Background information on respondents included gender, race, age, and income level. This study consists of 52 females (42%) and 72 males
(58%). The race consists of 41 Malay (33%), 61 Chinese (49%), and 22 India (18%). The age has 50 people 10-20 years old (40%), 19 people
21-30 years old (15%), 33 people 31-40 years old (27%), 17 people 41-50 years old (14%) and 5 people are 51 year old and above (4%). The
income level has 71 people are below RM4850 (57%), 48 people had RM4851 until RM10970 (39%) and 5 has above RM10971 (4%).
4.2 Preliminary Testing: Compliance with Regression Assumptions
In order to satisfy the assumptions of multiple regression analysis, preliminary tests are performed. These assumptions are normally
distributed data without extreme values (contours) and multicollinearity problems (Steve, 2017).
4.2.1 Normality Test
Garson (2012) believes skewness and kurtosis must be between 2 and -2. Table 4.1 gives the skewness and kurtosis results. The acceptable
range for all variables is 2 and -2. Since then, the data in this study are normally distributed.
Table 4.1: Results of Skewness and Kurtosis
Table 4.1: Skewness and Kurtosis
Variables Items N Skewness Kurtosis
p1 124 0.192 -0.941
Price
p2 124 -0.01 -1.154
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p3 124 -0.062 -1.333
p4 124 -0.373 -0.843
p5 124 0.266 -0.817
p6 124 0.038 -0.78
Pq1 124 0.404 -0.95
pq2 124 0.368 -1.134
Product Quality pq3 124 0.416 -0.641
pq4 124 -0.136 -0.942
pq5 124 0.101 -1.228
sq1 124 -0.028 -0.97
sq2 124 0.441 -0.48
sq3 124 0.99 0.632
Service Quality sq4 124 0.29 -1.039
sq5 124 0.209 -0.562
sq6 124 0.574 -0.705
sq7 124 -0.062 0.668
cs1 124 0.55 -0.179
cs2 124 -0.049 -1.157
Customer cs3 124 0.612 -0.847
Satisfaction cs4 124 0.237 -0.443
cs5 124 0.633 -0.498
cs6 124 -0.216 -1.017
4.2.2 Univariable and Multivariable Analysis
After the normality test, the univariate outliner and Mahalanobis values were determined by the standardised Z-score to see the existence of
the multivariable outliner and the intense value of the 2 tests (outliner). The results of standardising z-score values show that no value exceeds
+4 to -4(no additional output because of size constraints). Therefore, these values do not have extreme values (Coakes & Steed, 2003). The
utmost Mahalanobis of the three variables utilised in this study must not exceed 16.266 (Hair et al., 2007; Tabachnik & Fidell, 2007).
Therefore, there is no outlier because the most value of Maanalobis is a smaller amount than 16.266 as in Table 4.2. Regardless of whether
it is univariate or multivariate, conclusions are drawn without taking extreme values, and the isometric hypothesis is satisfied.
Table 4.2: Results of Mahalanobis,
Minimum Maximum Mean Std. Deviation N
Mahal. Distance 0.136 16.02 2.976 3.161 124
4.3 Preliminary Testing: Compliance with Regression Assumptions
4.3.1 Multicollinearity Analysis
The hypothetical model uses colinear analysis to check tolerance and variance inflation factor (VIF) values. If the worth of tolerance is larger
than 0.2 (Grason,2012), where VIF is a smaller amount than 10 (Pallant,2015), significance is assumed. The subsequent results in Table 4.3
show that price, product quality, and repair quality contribute significantly to the variable quantity of customer satisfaction. So H1, H2, H3 are
accepted. H1, H2, and H3 are statistically obsessed with customer satisfaction.
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4.3 : Multicollinearity Analysis
Model Tolerance VIF
Price
Product Quality 0.586 1.707
Service Quality 0.541 1.849
0.375 2.668
a. Dependent Variable: customer satisfaction
4.3.2 Multiple Regression Analysis
As shown in Table 4.4, customer satisfaction after the adjustment is 0.671%, indicating that 61.7% of customer satisfaction will
be significantly explained by price, product quality, and repair quality. The ANOVA table showed that F (3,124) =81.554, the many effect
value was but 0.05 (P =0.000) and no over α (0.001). Therefore, it is concluded that a minimum of one in all the three variables features
a significant impact on the variable customer satisfaction, as shown in Table 4.5.
In Table 4.6, the output of the coefficients shows that hypotheses 1, 2, and 3 show that price, product quality, and repair quality positively
affect customer satisfaction of bamboo house enterprises. As seen from the table, price, product quality and repair quality have a big direct
correlation with customer satisfaction, which are P =0 (P <0.01), P =0.022 (P <0.05) and P =0.112 (P <0.1), respectively. The standardised
beta values of product quality and repair quality are positive (0.718,0.199), respectively, while the standardised beta values of price are
negative (-0.11). Consistent with Cohen (1988), a positive beta value indicates that both variables positively impact customer satisfaction,
while a negative beta value indicates that variable 'price' incorporates a negative impact on customer satisfaction. Therefore, H1, H2, and H3
are supported during this study.
Table 4.4: Model Summary of Multiple Regression Analysis
Model R R Square Adjusted R Square Std. Error of the Estimate
1 .819a 0.671 0.663 0.43001
a. Predictors: (Constant), service, price, product
b. Dependent Variable: Customer Satisfaction
Table 4.5: ANOVA
Model F Sig
1 81.554 .000b
a. Predictors: (Constant), service, price, product
b. Dependent Variable: Customer Satisfaction
Table 4.6: Results of Multiple Regression Analysis
Model Standardized Coefficients
Beta t Sig. p-value
1 (Constant) 6.137 0
Price -0.11 -1.602 0.112 <0.1*
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Product Quality 0.718 10.082 0 <0.01***
Service Quality 0.199 2.326 0.022 <0.05**
a Dependent Variable: Customer Satisfaction
4.4 Summary of Hypothesis
As shown in Table 4.7, three hypotheses are proposed in this study. This means that price, product quality, and service quality positively
affect customer satisfaction.
Table 4.7 Summary of Hypothesis Testing
Hypothesis Testing
H 1: Price has a negative and significant influence on customer satisfaction. Supported
H 2: Product quality has a positive and significant influence on customer satisfaction. Supported
H 3: Service quality has a positive and significant influence on customer satisfaction. Supported
⬛ 5.0 DISCUSSION
The first hypothesis, price, indicated a significant influence on customer satisfaction. This result is consistent with past studies by Malik and
Hafiz (2012). This may be because the printing shop is near many schools. Therefore, the customers are mostly students and do not have any
income, so they care about the printing price. They will choose the cheapest printing shop. The other reason is that the residents in Sungai
Mati are mostly B40; due to the negative beta value, it can be concluded that the higher the price, the lower the customer satisfaction will be
higher. Therefore, the price was negatively significant towards customer satisfaction, and H1 was supported in this research.
Product quality has a significant positive influence on customer satisfaction in Bamboo Hut Enterprise, Sungai Mati. The result is
consistent with Cruz's, A.V. (2015) past studies. This justified that the customer of Bamboo Hut Enterprise agree that product quality will
affect their satisfaction towards this printing shop. In the printing industry, product quality is the most important factor influencing customer
satisfaction because people care whether the printed or photocopy version can be seen clearly or not, the uniform of a printed version, and
the quality of ink. This is indicated by the highest beta value indicating the most significant factors influencing customer satisfaction. If the
printed or photocopy version cannot be seen, the product cannot be used, and the customer will not come to this printing shop again.
Moreover, the higher the quality of the product, the higher is the customer's satisfaction. Therefore, product quality was positively significant
towards customer satisfaction, and H2 was supported in this research.
Finally, there is the service quality and customer satisfaction. This research found that service quality has a significant positive
influence on customer satisfaction. The result is supported by a past study by Aisyah and Ariyati (2015). This implies that service quality
includes the ability to complete jobs on time, the attitude of the staff, speed of handling the cleanness of the environment. The printing shop
is also considered the service provider because when customers await their photocopy or printing products, they will see whether there is a
comfortable waiting area and whether the staff can complete the task on time. The higher the service quality, the higher the customer
satisfaction with the service received. Thus, service quality was positively significant on customer satisfaction, and H3 was supported in this
research.
5.1 Managerial Implication
This study provides practical insights for the owner of Bamboo Hut Enterprise in developing price, product quality and service quality
to improve customer satisfaction. According to the research findings, product quality has the most substantial influence on customer
satisfaction. Thus, the owner, Mr Soh, should increase the quality of the printing and photocopy products instead of increasing the price of
the products. It will ensure the satisfaction of the customers. Eventually, it will increase the sales and the acceptance of Bamboo Hut
Enterprise among the residents of Sungai Mati.
Furthermore, the best medium to persuade the consumers is by developing and increasing the quality of the products without an
increase in costs. Bamboo Hut Enterprise must first identify the performance of various attributes by investing in product attributes to achieve
the highest level of satisfaction. This is because Zhang et al. (2013) found that the performance of product attributes determines customer
satisfaction and not the price.
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Moreover, service quality was justified as an influence on customer satisfaction. Nowadays, people care about the service. Bamboo Hut
Enterprise as a service provider, needs to provide a good quality of service to their customers to retain the existing customers and attract new
customers. Customers will compare the service quality and choose the best one. Bamboo Hut Enterprise has two competitors at Sungai Mati.
Therefore, it must always improve their service quality, such as completing the job on time, handling complaints quickly, training the staff, and
ensuring that their environment and waiting are clean and comfortable.
Finally, the price negatively influences customer satisfaction that is the higher the price, the lower the customer's satisfaction. This may be
because the customers of Bamboo Hut Enterprise are mostly students. The residents there are also mostly in the B40 group. Therefore, Bamboo
Hut Enterprise cannot simply increase the price of printing or photocopy products. In economic theory, demand and supply determine the price
of a good or service. In a competitive market Since in Sungai Mati, there have two competitors. Therefore, Bamboo Hut Enterprise must compete
for the price with the other two printing shops. It must try its best to improve its product quality and service quality without increasing costs.
Bamboo Hut Enterprise can also give promotions to the customers when they make printing and photocopy in large quantities. This will also make
the customer more inclined to make photocopy or printing there.
5.2 Limitation and Recommendation for Future Research
There are several limitations to this research. Firstly, the researcher's limitation is that Bamboo Hut Enterprise does not have all the customers'
databases because this shop does not have social media. When a company or shop does not have social media, it is hard to have a customer
database because customers have no place to leave their comments. Therefore, the questionnaire needs to be distributed through the company's
WhatsApps to the customers.
However, customers usually feel that it is troublesome and are unwilling to fill in the questionnaire. The questionnaire must also be tailored to
the company's customers in three languages because most customers who frequent Bamboo Hut Enterprise are students and teachers from
different races. Besides that, the researcher also does not investigate any other important elements regarding customer satisfaction. The
researcher investigates the important variables. Another limitation is that it is hard to interview the furniture company for B2B and get the
database from the furniture company.
Further research can be done by interviewing the furniture company, the business-to-business marketing and distributing the questionnaire to
the customer, the business-to-consumer marketing. This is because by doing so, it is more accurate and overall. Besides that, the future researcher
can also conduct important elements that will affect customer satisfaction. By doing this, the researcher can know what other elements will affect
customer satisfaction and have a better image of what factors will affect the most on customer satisfaction, obtain more reliable and trustworthy
results, and enhance the credibility of the research.
5.3 Conclusion of the Study
This study emphasised the customer's satisfaction with Bamboo Hut Enterprise with three variables that positively influenced the price, product
quality, and service quality. Customers, business examiners, and researchers can use these research findings as their references for potential
decision-making because there are only a few research questions about the printing shop. Product quality influences customer satisfaction
because the photocopy and printing products can be compatible with the printing industry. Service quality is the second influence on customer
satisfaction because the printing industry is also considered a service provider, and people nowadays really care about the service provider by the
company. Lastly, the price has the least negative influence on customer satisfaction because most customers like the low price and care about
what they are paying, so the company should list all the price components. Besides that, when a company provides a discount to the customer,
it is easier to retain the existing customer because it is costly to attract a new customer. Hence, it can be concluded that price, product quality and
service quality will affect customer satisfaction.
⬛ 6.0 ACKNOWLEDGMENT
First and foremost, I would like to express my gratitude to Universiti Teknologi Malaysia and AHIBS for all the study's support. Besides that, I
wish to thank my thesis's supervisor, Dr Mazilah Abdullah, who has advised and contributed valuable support during this study's preparation,
Dr Adaviah Mas'od, who has given clear explanations about what is Marketing Research; and Dr Ijan, Dr Chin Fei, Dr Khalil Md Nor, and Dr
Rohaizat Baharun for their expert validation in checking the questionnaire. The researcher is grateful to everyone who has responded to the
questionnaire. Besides that, the researcher would like to express deep appreciation to Mr Soh Kian Kiong, the owner of Bamboo Hut Enterprise,
for allowing me to implement my proposed marketing strategy as a case study. All contributions are sincerely appreciated.
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VIVA FYP
AHIBS UTM SKUDAI
ONLINE BOOKING IMPLEMENTATION FOR NASESZ ENTERPRISE
SUBHASS A/L SANDRAN SEGARAN, THOO AI CHIN
Azman Hashim International Business School, Universiti Teknologi Malaysia, Johor Bahru
*Corresponding author: [email protected]
Abstract
Booking services have gained popularity among various industries in the recent years due to rising importance in offering services to consumers in a
convenient way. Now, website is playing a crucial role in developing customer’s perception toward a business which consequently affects decision-making
process when it comes to online transactions such as booking. Nasesz Enterprise is a company providing home maintenance services with challenges such
as declining rate of customer acquisition. Hence, this study aims to investigate website quality and e-trust on online booking system. Further, the study
proposes online booking as marketing strategy for the business to overcome their problem using the service innovation. Firstly, the study investigated the
relationships between home maintenance service provider’s website quality attributes (usability, ease of use, entertainment, complementarity), e-trust and
booking intention. A questionnaire survey was used for data collection, and 150 samples were collected from property owners, tenders, and tenants using
purposive sampling technique. Findings show that usability and complementarity of website have positive and significant impacts on e-trust and online
booking intentions. In addition, e-trust is positively and significantly related to online booking intentions. Secondly, using the findings from the survey, an
intervention was conducted to implement online booking by creating a website using the key website qualities. Finally, the online booking strategy successfully
increased the customer acquisition of Nasesz Enterprise. In essence, this study is the first research to extend online booking studies in home maintenance
industry and revealed the key website qualities that influence e-trust and online booking intention of customers in home maintenances services.
Keywords: Booking Intention, Website Quality, E-Trust, Online Booking, Home Maintenance Services
■ 1.0 INTRODUCTION
The developments in internet and technology have paved way to an enormous transformation in almost every sector using human
touchpoints (Plomin, 2020). People are using pocket-sized smartphones for purposes other than communication, such as online shopping and
appointment scheduling via the internet. With internet access at everyone's fingertips, the global digital population has expanded and created
new opportunities for organisations in both public and private sectors to leverage their presence in internet (Verhoef, 2019). The internet has
developed as a new medium for the commercialization of products and services (Abdul-Talib and Teong, 2019). Studies have found that
website is an essential tool for any business to survive and grow in the increasingly competitive market (Alcántara-Pilar et al., 2018). The
constant technological and service innovations enable people to carry out daily activities in an easier way (Bari, 2020). Many people prefer
the convenience of self-service using their devices to making reservations over the old-fashioned phone call (Cort, 2018). As a result, online
booking culture has emerged among customers that allows them to select their preferred time in advance to enjoy the services. Undeniably,
trust has become a key driver in the customer’s online booking intention because trust is very vital in the online environment due to the
perceived risk and uncertainty in online transactions (Kim et al, 2017). According to Lazaroiu et al. (2020), trust in the online platforms
could dematerialize the fears by having a website that is rich with information and pictures of the services.
Evidently, four attributes of website quality including usability, ease of use, entertainment and complementarity have positive
influence on e-trust and booking intention (Li et al., 2017). Moreover, a good user experience and booking service on the website have
significantly reduced the cost of customer loss (Mustafa et al., 2020). According to Liu et al, (2019) online booking, which was initially
popular in the hospitality industries, has gained popularity in other sectors. For example, field service industries such as home maintenance,
which traditionally rely on word-of-mouth referrals, are now offering online booking services. 'Kaodim' and 'Service Hero' are emerging
Malaysian home maintenance service marketplaces that allow customers to book home repair services online (Russel, 2017). Hence, online
booking services could drive growth and development of field services businesses like Nasesz Enterprise. Nasesz Enterprise is a home
maintenance service provider in Johor since 2010 where primary source of customers is from referrals. Unfortunately, this company is facing
gradual decline in customer acquisition and needs to explore better customer acquisition channel. According to Shona (2016), existing field
service websites with high visits traffic such as Kaodim are still having difficulty in convincing customers to book services online. Hence, it
is important to investigate the factors related to website quality that could influence the online booking intention. Further, the findings are
used to help the Nasesz Enterprise for the online booking service implementation.
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1.1 CASE DESCRIPTION AND PROBLEM STATEMENT
Nasesz Enterprise has been providing home maintenance and domestic electronic repair services since December 2010 in Johor,
Malaysia. The business is offering a wide range of services in a mission to become one-stop home maintenance service provider in Johor by
2025 which include appliances repairs, installations, plumbing, wiring, minor renovations, and handyman services. According to the founder,
the business has served more than 2000 customers and most of them generally contacted Nasesz Enterprise through referrals from their
acquittances such as family and friends. Apart from referrals, the business also acquired several new customers from the internet such as
online classified-ads website via Mudah.my. However, currently, the business is facing low service inquiries which had impacted their
revenue. For instance, the business received at least 15 service enquiries per day in 2019 compared to an average 10 service enquiries per
day in 2020. Moreover, the number of customers from the current online platform is limited. In the past, the business used traditional
marketing approach such as flyer distributions to landed residential areas within Johor Bahru to attract customers, but it resulted in higher
cost and unsatisfied outcome. Alternatively, Nasesz Enterprise focused on leveraging their presence on the internet using social media to
acquire new customers. Facebook and WhatsApp are the primary online marketing tools used by Nasesz Enterprise.
Now, the company has developed a new website with the domain name ‘naseszservice.com’ in a way to enable their customers to
gain more information about their services. The website was integrated with ‘Call-to-action’ (CTA) function that allows customers to make
call to the company in one click. Despite the increasing website traffic on the website, the response on CTA function is not satisfactory as
the incoming service enquiries and the sales conversion rate are still low. According to Russel (2017), CTA method seems to be outdated as
there are many businesses begin adopting new technologies such as Live Chats, WhatsApp Auto Chats, and appointment scheduling services
to provide instant responses to their customers. With the challenges from Covid-19 pandemic, many businesses start to utilize digital services
as a new norm to continue serving their customers (Barnes and Stuart, 2020). Personal care services such as hair salons which rely on walk-
in traffic are now requiring their customers to use online booking system to schedule their appointment (Renfroe, 2021).
Evidently, online booking is effective. Small businesses in United States have experienced up to 120% increase in revenue after
practicing online booking system (Turner, 2021). This implies that small ‘field service’ businesses such as home maintenance and repair
services that typically rely on the word-of-mouth referral strategy have higher possibility to outperform with the utilization of online booking
service on their commercial website. For instance, customer can simply book for the plumber to do the piping works. Although booking a
home maintenance service can be easy and reliable, there are several factors related to the quality of website and e-trust which could influence
the online booking intentions. According to Kaushik and Srinivasa (2017), website quality including the trust factors are key determinants
that affect customer’s purchase intention in the e-commerce. Therefore, this study aimed to i) identify the factors that drive online booking
intention of field service and then ii) proposed online booking strategy to enhance the customer acquisition of Nasesz Enterprise. Further,
the study investigated whether the implemented online booking strategy is effective to increase the customer acquisition of Nasesz Enterprise.
■ 2.0 LITERATURE REVIEW
2.1 ONLINE BOOKING INTENTION
Online booking refers to the process of making a reservation for a service through the internet using online platforms (Abdullah et
al., 2016). Booking intention refers to the intention to buy or book a service offered by a business which is closely related to purchase
intention (El-Said, 2020). The emergence of online booking has made its predecessor which is traditional booking channels such as physical
counters, call centers, direct calls and walk-ins to become old-fashioned and less favored in the present time even though traditional channels
can lead to higher engagement and more guest conversions (Boto-Garcia, 2021). The traditional booking channels have triggered less
convenience to customers particularly when doing bookings for hotel rooms, dinners, or other available personal services. For instance,
customers make a call to hotel company to make reservation where most of the time they need to go through the dot-com channel. The
waiting times caused by dot-com channels and customer presence in physical service counters are not ideal for customer experience as it
only incurs additional costs to them in term of time and money (Boto-Garcia, 2021). Besides, longer waiting time could lead to frustrations
of customers and reduce the intention to do booking from a service provider (Xu et al., 2021).
The online booking system not only simplifies the booking procedures but also enables both business and customer to gain superior
control over the whole booking process with greater accuracy if compared to manual processing (Mustafa, 2016). According to a report by
Condor Ferries (2018), 72% of online bookings occur withing 48 hours of last-minute Google searches and in average, 148.3 million travel
bookings are conducted online every year. Online booking also expands to other industries such as restaurant industry to serve customers on
appointment basis whereby customer can make reservation for dine-in table in advance using their smartphone (Asli, 2019). This indicates
that the practice of online booking has been widely acceptable by customers around the world.
2.2 WEBSITE QUALITY
A business with sufficient online presence necessarily includes the design and construction of a website that users find convenient
when interacting with a company. A good website quality and appeal can evoke positive feelings and stimulate the cognition or emotions of
a person in regard to a business quality (Fei et al., 2017). Website also can influence the customer beliefs and behavioural intention driven
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by richness of the website in term of design, contents, usability, and information. For instance, online customers rely on website qualities to
assess the possible benefits and implications such as using traditional cues like brand and reputation to make decisions in the offline world
(Wang et al., 2015). According to Pengnate and Sarathy (2017), appealing website design is one of the factors that can boost trustworthiness
of an online business to increase shopping experience. In addition, an effective and functional website design drives away the barriers to
online transactions which impacts the degree of trust among customers. Anonymity is the common fear of internet users that prevent them
from becoming an online buyer or customer due to limitation of personal contact (Amornkitvikai and Lee, 2020). Anonymity is considered
as one of the obstacles in personal communication. One of the core purposes of a website is to stimulate communication and complete
transactions through the website itself (Wang et al., 2015). In fact, inadequate information of a business or brand provided in a website could
lead to lack of personal communication and increased the level of anonymity. A study on website quality by KoMarketing (2015) showed
that 44% of website visitors will leave a business website if they do not obtain sufficient information such as contact details.
In essence, the website content plays a major role in enhancing a website's trustworthiness. 38% of customers will stop engaging
with a website if the website’s content or layout is unattractive (Marikar, 2020). Theoretically, customers will experience five different stages
of making a purchase including problem or need recognition, information search, evaluation of alternatives, purchase decision and post
purchase behaviour. However, at the second stage of purchasing process, online customers solely depend on the information provided at the
website as they are unable to physically access the product before the purchase (Vasić et al., 2019). This indicates that the content of the
website particularly product or service information is crucial in both information search stage and purchase decision stage. Moreover, a
previous study about the influence of economy hotel website quality on online booking intentions has found that the website quality in term
of usability, ease of use, entertainment, complementarity is important in generating booking intention among customers (Li et al., 2017). As
highlighted by Jeon and Jeong (2015), the perceived website quality appears to be a precursor to customer satisfactions that positively leads
to customer’s intention for online transactions. In support, factors such as information quality, perceived ease of use and perceived
interactivity of the website are significant online hotel booking intention (Abdullah et al., 2019).
2.3 E-TRUST
Trust is defined as confidence of a person who believes to another person to perform a task in a way that satisfies the trustor’s
expectation (Truong, 2017). Trust can be explained in other perspective as a party’s willingness to be vulnerable to the actions of another
party based on the expectations that the other will perform a particular action significant to the party who trust (Al-Debei et al., 2015). An
individual trust can be explored in three aspects including ability, benevolence and integrity. For instance, trust is built on the ground of
ability to serve the interest of others while benevolence and integrity comprise the belief that another party will not act in a way that is
harmful to the trusting party (Xu and Mahenthiran, 2021). In electronic transactions, trust refers to a customer’s willingness to engage in a
transaction with the service provider (Cheng et al., 2019). The difference between the conventional offline and online trust is the technological
assurances and human interactions of online transactions (Cheng et al., 2019).
Trust is considered as a strong influential factor for customer’s purchasing intention in any business (Chahal, 2017). Trust is one
of the central features of buyer-seller relationships in a business environment particularly in the decision-making process when purchasing
a product from a store (Kim et al., 2017). According to Wang et al. (2015), e-trust is a behaviour that reflects the consumer’s willingness to
rely on other party over the internet. Unlike a physical store where customers may walk in and try on items, internet stores have almost no
way of ensuring that their products are exactly as they see on their websites. This indicates the trust is more important in online shopping
than brick-and-mortal shopping (Giao et al, 2020). According to Sarmah et al. (2017), customers are more willing to engage with products,
services, and experiences when the risk associated with such products or purchases is lower. Here, trust has become the mediating instrument
that helps consumers to lower their risk perceptions.
2.2 HYPOTHESES DEVELOPMENT
2.2.1 WEBSITE QUALITY
2.3.1.1 Usability of website
Usefulness is the primary determinant of behavioural intention to use online services (Hasbullah et al., 2016). A good usability of
website which designed based on internet user’s and needs will make the online shopping experience easier (Alcántara-Pilar et al., 2018).
According to Aboobucker and Bao (2018), usability refers to how a user sees and interacts with a website, such as simplicity and functionality
to navigate and the design for the type of site and business. The website usability is the main factor to influence online transactions acceptance
where the users address the usability from the level of information provided, functionality and ease of searching more information and
services on the website. Malaysian youth prefer websites that drives higher customer experience and online sales (Hasbullah et al., 2016).
Websites are developed to share information and generate communications with the visitors or users; hence, it is crucial for organizations to
ensure that their website are rich in term of accessibility and usability (Zarish et al., 2019). This implies that perceived usefulness can be one
of the determinants to predict the intention of customers to use the platform for online booking (Abdullah et al., 2016). Based on the
discussion, this study proposes the following hypothesis:
H1: The usability of website positively and significantly influences the online booking intention of customers.
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2.3.1.2 Ease of use
According to Aljukhadar and Senecal (2015), the ease of use of a company's website is crucial in determining users' experiences
and behaviour intentions on making online transactions and revisit the website. Ease of use can be considered as a critical success factor of
a website where it gives impact on customers purchase related perceptions and decision (Pee et al., 2018). According to Suhardi and Taufik
(2018), ease of use presents when the system's operation does not need much effort, in which users feel simple to learn, easy to control the
features, flexible in use, and good in time efficiency. Prior studies found that perceived ease of use has a positive and significant influence
on online purchase intention and intention to perform online transactions on a website (Suhardi and Taufik, 2018). Furthermore, a research
on the role of trust in explaining visitors' behavioural intention to use e-booking services in Taiwan found that perceived ease of use influences
the intention to utilise the website's features (Jeng, 2019). In the context of online shopping, electronic word of mouth and ease of use are
considered as the most crucial factors in developing e-trust and intentions to shop online (Eneizan et al., 2020). In another study, it concluded
that ease of use, ease of understanding and ease of navigation have positive relationships with customer satisfaction of online shopping
(Tandon et al., 2016). Evidently, website’s ease of use is found to be one of the significant online cues for enhancing the consumers’ intention
to purchase online (Liu et al., 2013). Hence, the following hypothesis is postulated:
H2: The ease of use of website positively and significantly influences the online booking intention of customers.
2.3.1.3 Entertainment
In offline setting, businesses use entertainment activities to influence purchasing and enhance relationship with customers (Oakley
et al., 2021). Client entertainment activities such as sightseeing and sporting with business clients are popular business practices around the
world (Sun, 2016). Some business representatives can directly welcome customers with handshakes and demonstrate the products physically
to them on their first visit in the offline business setting. In contrast, online business requires customers to go through their website and
consequently make further actions such as contacting the representative, booking an appointment or locating the nearest stores to try and
purchase a product or service. Customers’ first interaction with an aesthetically pleasing website has significant impacts on their attitudes
towards the website (Jiang et al., 2016). Ural and Devrimag (2017) expressed that website visitors prefer a website with positive attributes
related to purchase intentions if they perceive their web experiences as entertaining using interesting themes, graphics and designs. Moreover,
the appealing design and content of website is considered a vital factor for a website success in generating first impression such as how
people perceive, determine, and consequently act for available functions or features on the website (Iten et al., 2018). Based on the discussion,
this study proposes the following hypothesis.
H3: The entertainment of website positively and significantly influences the online booking intention of customers.
2.3.1.4 Complementarity
Complementarity has almost similar meaning with synergy which symbolizes the interaction of two or more forces, so that their
combined effect is greater than the sum of their individual effects (Baldwin, 2018). For instance, complementarity in a website can be defined
as completeness of transactions in the online platform where customers can obtain information, check service availability, contact the
business, make purchase, payments or book appointments at a single platform with the integration of various online services (Li et al., 2017).
Scholars agree that customers expect for necessary information about business and products from a website before engaging to an online
service (Law, 2019; Leung et al., 2016). A website that is rich with the information and services expected by customers could increase the
booking of customers (Tarkang et al., 2020). A previous study found that the hotel customers place a high importance on complementarity
factors in the context of website quality for booking intention (Li et al., 2017). Hence, this study proposes the following hypothesis:
H4: The complementarity of website positively and significantly influences the online booking intention of customers.
2.2.2 E-TRUST
A website success depends on how credible the website appears to consumers. Online purchase intention requires a higher degree
of trust as virtual shopping or booking involves more risks and uncertainties (Wang et al., 2015). Trust affects customers intention on online
transactions (Apau and Koranteng, 2019). This indicates that e-trust has become a mainstream player in motivating visitors to do more than
just visiting the website. For instance, e-trust stimulates the customer’s intention to make further actions available on the website such as
contacting the business, making purchase or even reservation. In the online environment, trust is labelled as electronic trust (e-trust) which
is determined by several key aspects including the assurance of security, business reputation, usability such as transaction fulfilment, website
quality for product or service presentation and interactions such as e-forums and social media (Al-dweeri et al., 2017). This suggests that
website quality is a crucial driver of developing e-trust among customers. A website with good quality such as aesthetically pleasing and
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well-organized content will create a good assumption among customers. For instance, a good website reflects that the business is willing to
invest in providing satisfactory user experience and maintaining relationship which in turn shapes the online business as trustworthy (Tasin,
2017). In online environment, complementarity comprises of integration and information for businesses to generate and maintain customer’s
trust (Setiawan et al., 2018). A previous study found that the four attributes of website quality consist of usability, ease of use, entertainment
and complementarity have significant influence on the e-trust (Li et al., 2017). Hence, this study proposes the following hypotheses:
H5: The usability of the website positively and significantly influences the e-trust.
H6: The ease of use of the website positively and significantly influences the e-trust.
H7: The entertainment of the website positively and significantly influences e-trust.
H8: The complementarity of website positively and significantly influences the e-trust.
In fact, trust has been a major issue in many areas of the cyberspace due to the high level of uncertainty since the extensive
development of digital services which involves business transactions over the internet (Al-Debei et al., 2015). Security tends to be a great
problem that prevents customers from making purchases online (Vasić et al., 2019). This shows that e-trust is an important component in a
website to diminish the concerns of internet risks such as money losses or abuse of personal information among online community. For
instance, the rising cybercrimes particularly scams and unauthorized data sharing has gained online consumers attention in recent years. This
has made online consumers not only to be more aware in making online transactions but also consider the quality of website. Prior studies
stressed that online businesses are required to develop e-trust to build loyalty and satisfaction over the electronic platform (Al-dweeri et al.,
2017; Wilis and Nurwulandari, 2020). In sum, customers’ trust toward websites is a key determinant in their booking intentions (Kim et al.,
2017). Hence, this study proposes the following hypothesis:
H9: The e-trust on the website positively influences and significantly the online booking intention among customers.
2.3 RESEARCH FRAMEWORK
Website Quality
Usability H5
Entertainment e-trust
H9
H7
Ease of use
Booking Intentions
Complementarity
Figure 1: Research framework
The research framework is adopted from Li et al. (2017) about the relationships between economy hotel website quality, e-trust
and online booking intention in China. As shown in Figure 1, this study proposed a research framework for field services particularly in
home maintenance service provider’s website quality towards online booking intention and e-trust. The website attributes include usability,
ease of use, entertainment, and complementarity.
■ 3.0 RESEARCH METHODOLOGY
3.1 RESEARCH DESIGN
Research design is referred as a blueprint that lays out how a study will progress from the research questions and objective to the
conclusions throughout several process involving collection, measurement, and analysis of the data (Abutabenjeh, 2018). According to
Creswell (2017), the phrase ‘research design’ refers to the general plan of a study that allows researchers to gather and analyze the measures
of variables in their study. In short, research design can be identified as a comprehensive planning involving procedures, tools and techniques
for collecting and examining data. Hence, it is crucial to adopt a proper research design to gain a deeper understanding on a topic of research.
Research designs can be divided into two types such as exploratory research and conclusive research. An exploratory research design is
usually referred as preliminary study to get primary understandings and inputs about the research problems which focus on fresh data
collection in a situation when there is not enough previous data and research to use as reference (Rahi, 2017). The type of data used in
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exploratory research design is qualitative data and the process of exploratory research is comparatively less organized and more flexible.
Conversely, conclusive research design refers to a study that produces conclusions for decision making as it examines the hypotheses and
relationships among each variable (Neelankavil, 2015).
The data collected in conclusive research is in the quantitative form and the method is more organized. Exploratory research is the
primary method before conducting the conclusive study as it identifies the possible relationships between variables for future studies to relate
(Burman, 2009). Meanwhile, conclusive research design can be categorized into descriptive and causal research. A descriptive study
examines the characteristics of samples, whereas a causal study investigates the cause-and-effect relationship between variables (Omair,
2015). Causal study assesses the impacts of one or more variables on the value of other variables which is commonly used as experimental
studies (Zikmund et al., 2012). Researchers test and control the set of independent variables to find out if they have any effect on the
dependent variables. The descriptive research can be divided into cross-sectional and longitudinal design where cross sectional studies are
conducted among different samples at a time while longitudinal studies investigate the same sample along the research process (Omair,
2015). Hence, this study adopts the conclusive research design which consists of descriptive research and cross-sectional design to study
the relationships between usability, ease of use, entertainment, complementarity, e-trust, and online booking intention in field services.
3.2 POPULATION AND SAMPLING
From research perspectives, a population is a group of people or items who have similar and distinct features in which the researcher
uses them to draw a conclusion for a study (Abutabenjeh, 2018). In this study, the target population consists of residential and commercial
property owners, tenants and tender in Malaysia. Davis (2011) and Memon et al. (2020) suggested that the sample size of 150 is sufficient
to conduct a study and draw conclusions. Mooi et al. (2018) also stated that a carefully selected small sample, preferably 150 and above more
relevant than a randomly selected large sample since the strength of samples is determined by sample selection accuracy rather than sample
size. Moreover, (Showkat and Parveen, 2017) stated that non-probability sampling method is widely used and most convenient sampling of
selecting a sample to study exisiting theroritcal insights or developing new ones. Hence, this study adopted the non-probability sampling
approach using the purposive sampling technique because the target respondent was residential property owners and tenants in Johor.. This
study chose property owners and tenants because they were the target market of home maintenance services industry. Furthermore, the
respondents must have been visited any home maintenance service provider websites such as ‘Kaodim.my’ or Servishero.my’ in order to
answer the survey.
3.3 RESEARCH INSTRUMENT
Quantitative technique is used for this study and questionnaire instrument is employed to collect the primary data from the
respondents online in the format of Google Forms. The questionnaire consists of two sections: Section A and Section B. In Section A, there
are seven questions regarding the demographic profiles of respondents such as the age, gender, residential area in Johor, monthly income,
education level, common booking channel, and booking experience. Section B consists of thirty-two questions with twenty-two questions
are related to the website quality in affecting the booking intention, such as usability, ease of use, entertainment, and complementarity while
the remaining ten questions are about the trust towards the proposed online booking. The measurement items were adapted and adopted from
the study of Li et al. (2017). Moreover, 5-point Likert Scale is enacted in Section B of the questionnaire ranging from 1 (Strongly Disagree),
2 (Disagree), 3 (Neutral), 4 (Agree), and finally to 5 (Strongly Agree). After the data collection phase, the collected data is tested, processed,
and analyzed by using the Statistical Package for the Social Sciences (SPSS).
■ 4.0 DATA ANALYSIS
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Data were collected using online survey between 1 July 2021 and 30 October 2021. A total of 330 respondents from multiple
online platforms primarily Facebook and WhatsApp were collected using the survey via Google Form. The usable responses are 150 which
are equivalent to the minimum sample size of the study. The valid responses were identified from a qualifying question where respondents
must have been visited any home maintenance service provider websites such as ‘Kaodim.my’ or Servishero.my’ to answer the survey. The
findings show that males and females accounted for 41.3% (62) and 58.7% (88) respectively. Most of the respondents in this study were
between 18 and 40 years old which represents 80.7% (121) of the entire sample. About their personal demographic profiles, 57.3% of the
respondents are degree holders, 59.3% of the respondents have monthly income less than RM2000, and 73.3% of the respondents have their
own house. About their booking channel preference for home maintenance services, 31.3% (47) respondents stated that they would make
direct call to service providers while 22% (33) stated that they would visit service provider websites and WhatsApp to them. Table 1 presents
the demographic profiles of the valid respondents (n=150).
Demographic Options Frequencies Percent (%)
Characteristics (n=150)
Gender Male 62 41.3
Female 88 58.7
Age (Years) 18 – 24 69 46.0
25 – 40 52 34.7
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41 – 56 27 18.0
57– 75 2 1.3
Education Level SPM 19 12.7
STPM 2 1.3
Diploma 17 11.3
Degree 86 57.3
Master / MBA 22 14.7
PhD / DBA 4 2.7
Monthly Income Less than RM2,000 89 59.3
RM2,000 – RM4,000 27 18.0
RM4,001 – RM8,000 24 16.0
Above RM8,000 10 6.7
Property Type Own House 110 73.3
Rental House 34 22.7
Business Premise 4 2.7
Tender 2 1.3
Common Booking Direct call to service provider 47 31.3
Channel for Home WhatsApp 29 19.3
Maintenance or Service Provider Websites 10 6.7
Repair Services Direct call to service provider 14 9.3
WhatsApp, Service Provider Websites 33 22.0
Direct call to service provider, Service Provider Websites 13 8.7
Direct call to service provider, Service Provider Websites, WhatsApp 4 2.7
Table 1: Demographic profiles of the respondents
4.1 Normality Test
Normality tests can assist a researcher to assess the normality of the sample data collected from a normally distributed population (Ghasemi and
Zahediasl, 2012). The skewness and kurtosis of variables can be tested using IBM SPSS in which the statistical results can find out the normality
of the data collected (Kwak and Park, 2019). Skewness in a normality test refers to the degree of distortion of a distribution where the distribution
is labelled as normal if the skewness shows zero and tails are balanced while a graph with a negative value will be skewed to left and positive
value will be skewed to right (Bono et al., 2019). On the other hand, Bono et al. (2019) defined kurtosis as the nature of distribution tails and
can be explained as the normality curve’s degree of peak or flatness which is observable from the tail length and weight. The acceptable value
of skewness is between -2 and +2 and kurtosis is between -7 and +7 for normal distribution (Kallner, 2018). In this study, IBM SPSS was used
as a screening tool to determine and test the normality of data collected before proceeding to the data analysis. As shown in Table 2, all five
variables in the study including usability, ease of use, entertainment, complementarity, e-trust and online booking intention are normally
distributed as the value all variable lies between -2 and +2. Therefore, the data collected are valid and acceptable to proceed for further analysis.
Variables Skewness Test Kurtosis Test
Usability - 0.861 1.201
Ease of use - 1.235 2.934
Entertainment - 0.880 0.762
Complementarity - 0.756 0.884
E-Trust - 1.100 2.636
Online Booking Intention - 0.950 0.696
Table 2: Result of normality test
4.2 Reliability Test
Reliability test is used to identify the reliability of questionnaire constructs of the study which include internal consistency and reliability.
According to Hair et al. (2019), the reliability and acceptability of the Cronbach Alpha value should be above 0.7 (α > 0.7) to be labelled as
highly reliable. The main variable measurement items were adopted from previous study (Li et al., 2017) to improve the reliability and validity
of study. A total of 27 website quality measurement items and 4 online booking intention measurement items were included in the survey. As
a preliminary check before testing the hypothesis, reliability test was performed using SPSS. According to Pallant (2011), the Cronbach Alpha
Coefficient of a scale should be above 0.7 to indicate the scale is reliable for the study. The reliability score for usability (α
= 0.861), ease of use (α = 0.871), entertainment (α = 0.895), complementarity (α = 0.837), e-trust (α = 0.903) and online booking intention
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(α = 0.898) which indicate that all variables are reliable for this study. Each variable resulted above 0.7 where the lowest is complementarity (α
= 0.837) and highest is e-trust (α = 0.903).
4.3 Multiple Regression Analysis
According to Petchko (2018), multiple regression analysis (MRA) is a statistical approach for determining the link between a dependant variable
and independent variables. The estimates generated by this statistical approach are known as coefficients. After all the other predictor variables
in the model have been statistically eliminated, the size of regression coefficients reflects how much each predictor variable contributes to the
variance in the dependent variable on its own. Multiple regression analysis method is widely used by most practitioners and academicians
because it has been well-established for a long time (Shetty et al., 2020). In addition, multicollinearity is a statistical phenomenon characterised
by a high correlation between two or more predictor variables in a multiple regression model (Frost, 2021). Multicollinearity can be determined
by examining the correlation between variables and calculating tolerance values and the variance inflation factor (VIF) when tolerance levels
are less than 0.1. The multicollinearity exists when there is no connection between independent variables with values greater than 95% (Lavery
et al., 2019). In this study, a multiple regression analysis was conducted to investigate the relationships between ease of use, usability,
entertainment and complementarity of website with e-trust and online booking intention.
To test the proposed hypotheses, multiple regression analysis was conducted on every independent variable and dependant variable. The
confidence interval was set to 0.95 during the analysis. The multiple regression analysis result in Table 3 shows that three independent variables
have p value less than 0.05 and other two independent variable has p value more than 0.05. Usability of website, complementarity of website
and e-trust of website have significance value of 0.00 which indicates that these three website elements have positive relationship with the online
booking intention. Therefore, H1 (The usability of website positively and significantly influences the online booking intention of customers), H4
(The complementarity of website positively and significantly influences the online booking intention of customers) and H9 (The e-trust on the
website positively and significantly influences the online booking intention among customers) are supported. In contrast, ease of use and
entertainment of website have no relationship with the online booking intention. Therefore, H2 (The ease of use of website positively and
significantly influences the online booking intention of customers) and H3 (The entertainment of website positively and significantly influences
the online booking intention of customers) are not supported.
Model Coefficients Std. Std. Coefficients Result
Unstandardized Error (Beta) t Sig.
Dependant Variable: Online Booking Intention
Usability 0.473 0.120 0.385 3.930 0.000 Supported
Ease of Use 0.140 0.124 -0.109 -1.127 0.262 Not Supported
Entertainment -0.142 0.106 0.130 -1.337 0.183 Not Supported
Complementarity 0.775 0.113 0.635 6.842 0.000 Supported
E-Trust 0.781 0.059 0.737 13.252 0.000 Supported
Table 3: Result of multiple regression
The multiple regression analysis result in Table 4 reveals that two independent variables have p value less than 0.05 and other two independent
variable has p value more than 0.05. Usability of website and complementarity of website has same significance value (p = 0.00) which indicates
that these two website elements have positive relationship with the e-Trust. Therefore, H5 (The usability of the website positively and significantly
influences the e-trust) and H8 (The complementarity of website positively and significantly influences the e-trust) are supported. In contrast, ease
of use of website and entertainment of website has significance value (p = 0.335) and (p = 0.673) respectively. This indicates that ease of use and
entertainment of website have no relationship with the e-trust. Therefore, H6 (The ease of use of the website positively and significantly
influences the e-trust) and H7 (The entertainment of the website positively and significantly influences e- trust) are not supported.
Model Coefficients Std. Std. Coefficients Result
Unstandardized Error (Beta) t Sig.
Dependant Variable: E-Trust
Usability 0.380 0.096 0.327 3.937 0.000 Supported
Ease of Use 0.096 0.099 0.079 0.967 0.335 Not Supported
Entertainment 0.036 0.085 0.035 0.423 0.673 Not Supported
Complementarity 0.542 0.091 0.471 5.978 0.000 Supported
Table 4: Result of multiple regression
■ 5.0 ONLINE BOOKING IMPLEMENTATION FOR NASESZ ENTEPRISE
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Figure 2: Timeline and impact of online booking implementation
Due to low customer acquisition rate using traditional booking methods faced by Nasesz Enterprise, this study proposed online
booking as the marketing strategy for Nasesz Enterprise to enhance the customer acquisition. An online booking system for home
maintenance services was implemented and observed the responses for three months from July to November 2021(refer to Figure 2). In July
2021, a brainstorming session was conducted with stakeholders consisting of business owner, website developer and potential customers to
gain ideas on website designs and contents that could attract more customers for the home maintenance service. Based on the findings from
the survey, it was proven that usability, complementarity, and e-trust of a website can increase the online booking intention. Therefore, a
website was created using these two website qualities and e-trust under custom domain name (naseszservices.com) and integrated online
booking system on the website.
As described in Figure 2, the online booking website was designed based on usability, complementarity, e-trust and online booking
intention. Abou-Shouk and Khalifa (2017) expressed that website usability includes saving and navigations. As suggested by researchers
(Pee et al., 2018; Amin et al., 2021), a website should be designed with fast and responsive user-friendly interface, and practical features
such as easy-to-access navigation links, call-to-action (CTA) buttons, convenient choice of fonts, text size and colors. Aljukhadar and Senecal
(2015) and Abdullah et al. (2016) stated that the functionality and usability of a website is the primary part of user experience which could
affect customers purchase decisions in a website. Consequently, the website usability positively inspires customers to spend more time in
exploring the website and online booking service. As a result, Nasesz Enterprise received 14 online bookings and service inquiries through
WhatsApp and direct calls.
Subsequently, to further enhance the online booking intention on the website, complementarity attributes were included based on
the survey result. Tarkang et al. (2020) defined complementarity as completeness of website in term of information and features which could
lead to higher customer satisfaction and booking intentions. Hence, the website was well designed to provide adequate information about
business, service offerings, coverage areas, customer support contacts, locations, response time, customer feedbacks and other additional
features such as enquiry box and booking system. In addition, blogs about home maintenance tips and slideshows of previous home
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maintenance works were also included on the website to further furnish the booking intention by giving customers full range of information
access in one place. As a direct result, customers were able to skip enquiries and proceed to perform online booking as all the necessary
information was available on the website.
Following the complementarity of website, the broad range of information provided on the website could help to develop e-trust
among customers. Cheng et al., (2019) supported that the trust toward website minimizes the fear and perceived risks linked to online
transactions. Subsequently, e-trust generates higher intention among customers to do online booking for home maintenance services. Finally,
as online booking integrated with the website, it enables customers to book home services in quick and faster way compared to conventional
direct calls. The online booking system was user-friendly and only involved ‘3 steps’ to do a booking. The booking buttons heavily featured
on the homepage could encourage customers to explore and use online booking for home maintenance services.
After creating the website using the significant website qualities, e-trust and online booking, a pilot test was conducted to ensure
the functionality of the booking system with potential customers in July 2021. Then, the online booking for home maintenance services was
officially launched in August 2021. Platforms including Facebook page and WhatsApp were used to help the business to spread news and
generate word-of-mouth among online communities about online booking at Nasesz Enterprise website. In September and October 2021, the
online booking of Nasesz Enterprise website was shared using the website link to many properties and residential community Facebook and
Telegram groups in a scheduled basis to boost website traffic. Further, observation and monitoring were conducted on booking response,
service calls, and website traffic to measure the effectiveness of implemented strategy. In November 2021, the implementation effectiveness
of the online booking was conducted by calculating total bookings since August 2021 and obtaining feedback from business owner and
customers.
At the end of the intervention, Nasesz Enterprise began to receive more service inquiries in the form of direct calls and WhatsApp
as illustrated in Figure 2. The incoming calls gradually increased in three months (110 calls in July 2021, 125 calls in August 2021, 138 calls
in September 2021, 155 calls in October 2021). Moreover, the business also received more WhatsApp messages for service inquiries since
the new website launched (12 messages in July 2021, 8 messages in August 2021, 14 messages in September 2021, 15 messages in October
2021). About the online booking, the business received 3 bookings in August 2021, 6 bookings in September 2021, and 5 bookings in October
2021. The response in online booking is associated with the website traffic in which, customers required to visit naseszservices.com to access
the online booking function. Now, the business is constantly promoting the website link in various online platforms to attract more online
booking from potential customers.
■ 6.0 DISCUSSION OF FINDINGS
RO1: Identify the factors that drive online booking intention of field service
Survey results show that usability, complementarity and e-trust of website have positive influence on online booking intention of
field services. More specifically, five out of nine hypotheses were supported. Firstly, usability of website is proven to have positive and
significant influence on both e-trust and online booking intention. This finding is consistent with previous studies of Ladhari and Michaud
(2015), Wang et al. (2015) and Li et al. (2017). Hence, hypothesis 1 and hypothesis 5 are supported in this study. Moreover, complementarity
of website is also proven to have positive and significant influence on both e-trust and online booking intention. This finding is aligned with
previous studies of Li et al. (2017), Kim et al. (2017) and Tarkang et al. (2020). Hence, hypothesis 4 and hypothesis 8 are supported in this
study. Besides, this study also revealed that e-trust of website has a positive and significant influence on both e-trust and online booking
intention. This finding is similar with previous studies of Wang et al. (2015), Li et al. (2017) and Amin et al. (2021). Therefore, hypothesis
9 is supported in this study. Based on findings, it is concluded that usability, complementarity and e-trust are crucial factors that drive online
booking intention of field service.
Akincilar and Dagdeviren (2014) and Pee et al., (2018) highlighted that the usability of website in terms of learnability, readability,
simplicity, content relevance, responsiveness and interactivity has positive impact on online booking intention. Prior study of Aboobucker
and Bao (2018) stated that website usability helps to make information transparent, favours communication and interaction between the
business and online customers which in turn, develops intention to use online booking on the website. According to Li et al. (2017), the
complementarity of website can be divided in three dimensions which developed in prior studies consists of completeness of online
transactions, consistent images, and channel better than alternatives ones. For instance, a website with rich complementarity attributes enable
the users to achieve their objective easily. Scholars (Law, 2019; Wong et al., 2020) stated that website visitors expect to get all necessary
information and perform online transactions such as live enquiries, booking or purchase of product or services using the website. In support,
the findings from this study revealed that e-trust is interwoven with website quality in influencing online booking intention among website
visitors. According to Aboobucker and Bao (2018), an online platform that has adequate amount of information and functions will increase
the customer likelihood of trusting behaviour as trust is likely to ease concerns of possible negative consequences related to data privacy.
Therefore, e-trust is inter-related with usability and complementarity of website in influencing the online booking intention. Hence, this study
concludes that usability, complementarity and e-trust are key factors that drive online booking intention of Nasesz Enterprise.
In contrast, ease of use of website does not have positive and significant influence on both e-trust and online booking intention.
This finding is tally with the previous study of Li et al. (2017). Hence, hypothesis 2 and hypothesis 6 are not supported in this study.
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Moreover, entertainment of website does not have positive and significant influence on both e-trust and online booking intention. This finding is
contradicted with the previous study of Jiang et al. (2016) and Li et al. (2017) where entertainment was confirmed to have significant influence
on the e-trust and online booking intentions of hotel customers. Hence, hypotheses 3 and 7 are not supported in this study. Based on these
findings, it is concluded that ease of use and entertainment of website are not significant factors that drive online booking intention in a website.
Ease of use appear to be insignificant in both current and previous study of Li et al. (2017). This could be because customers pay more attention
to the usability and complementarity of website than ease of use when booking for home maintenance services. More specifically, customers
expect websites to be responsive, functionable and equipped with all necessary information related to a business rather than ease of use on the
website.
The findings of this study also vary from previous study of Li et al. (2017) because the expectations of hotel customers and home maintenance
customers toward a website might be different. Hotel websites usually designed to have numerous features and graphics that gives customers
a good perception on the hotel image. Moreover, prior studies on hotel website stated that hotel customers mostly assess the quality of hotel from
the website experience which made them to expect more entertainment features such as videos, pictures, and virtual experiences of rooms and
accommodations on the hotel website (Wang et al., 2017 and Ali, 2016). Conversely, home maintenance customers do not have high level of
expectation on entertainment features like hotel customers. Home maintenance customers might be focus on the relevant information on the
offered services and contact details rather than fancy graphics or presentations on the website. Hence, this study concludes that ease of use and
entertainment are not the key factors that influence the e-trust and online booking intention of home maintenance services.
RO2: Propose online booking strategy to enhance the customer acquisition of Nasesz Enterprise
An intervention was conducted to implement the proposed marketing strategy by creating a website with the website qualities and e-trust that
were proven to have influence on online booking intention of Nasesz Enterprise. Based on the survey results, usability and complementarity
are two website qualities that have positive relationship with e-trust and online booking intention. Therefore, the usability attributes such as
responsiveness, readability, simplicity, content relevance and interactivity were included in the website design. For instance, the website
interface designed to be user-friendly, informative and highly responsive to the actions performed on the website. Practical features such as
call-to-actions buttons and booking buttons were placed in highly visible positions in the website in a way to encourage customers to try online
booking of home maintenance services.
Furthermore, the website of Nasesz Enterprise also used the complementarity attributes such as completeness of information and availability
of online transaction as recommended by Li et al. (2017). As such, the website equipped with diverse information about the business, shop
location, range of offered services, service coverage areas, pictures of previous projects, blogs, customer feedbacks and contact numbers to enable
customers to get all necessary information instantly. This could potentially reduce the necessity to do enquiry and enable customers to proceed
with online booking. Moreover, the survey result indicated the e-trust could positively influence online booking intention of home maintenance
services. The contents in the website were sufficient to develop e-trust among the customer. For instance, the website offered greater transparency
in term of business details, contact details, location details, evidences of previous projects and customer feedbacks to reduce the fear associated
with online booking. Hence, the usability, complementarity and e-trust of website allows to generate higher online booking intention among the
customers. During the intervention, the response in term of service calls and online booking from the website visitors was constantly monitored.
RO3: Investigate whether the implemented online booking strategy is effective to increase the customer acquisition of Nasesz Enterprise
Based on the result of intervention, online booking for home maintenance services has proven to be effective in enhancing the
customer acquisition of Nasesz Enterprise. Online booking using well-designed website could enable customers to book home maintenances
services without making a call to service providers. For the creation of website, the survey results served as a guideline to ensure the website
meet the expectation of home maintenance customers. Based on the findings from survey, usability, complementarity and e-trust are significant
factors of a website that could drive the online booking intention among home maintenance customers. Hence, a website was created by
considering these three factors to enhance the intention to perform online booking.
More precisely, the website was designed in a way to drive the online booking intention by providing essential information about the business
and services in the form of text and visual which could allow them to proceed on the online booking. Consequently, customers able to skip the
conventional way of booking home maintenance services such as direct calls or WhatsApp. Besides, since online booking is associated with the
website traffic where customer required to visit the website to use online booking function, the business was constantly promoting the website
in multiple online platforms. At the end of intervention, Nasesz Enterprise received a total of 14 bookings for home maintenance services (3
bookings in August 2021, 6 bookings in September 2021, and 5 bookings in October 2021). The feedback from customers was favourable to
the online booking approach where they felt easier and convenient to book home maintenance services compared to conventional method such as
direct calls to service providers. In addition, the survey results also indicated that 113 out of 150 respondents are willing to book home
maintenance service using the website and 108 out of 150 respondents prefer to use the website when make bookings for maintenance services.
This shows that majority of the population are receptive to adopt the online booking for their home maintenance services in Malaysia. Hence,
the online booking approach was effective to increase the customer acquisition of Nasesz Enterprise.
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■ 7.0 RESEARCH IMPLICATIONS
This study findings consist of several academic and practical implications. Academically, this is the first research to extend online booking
studies to home maintenance industry. Previous studies on the online booking were only discussed in hotel industries (Li et al., 2017 Tiamiyu et
al., 2020 and Amin et al., 2021) and tourism industries (Tengilimoglu and Hassan, 2019 and Jeng, 2019). Firstly, this study provided new
insights on how home maintenance customers respond to the online booking service using website. Secondly, this study identified key website
quality factors such as usability and complementarity that influence e-trust and online booking intention. The insignificant relationship of ease
of use and entertainment toward both e-trust and online booking intention can be further examined in future studies of online booking. The
insights gained from the present study will be sufficient to conduct further studies to explore more dimension of website qualities such as
transaction capability, response time, content relevance and graphic elements. Moreover, this study also provided guidelines to future researchers
to explore online booking effectiveness and online booking intentions in the untapped industries using these website quality factors.
Practically, this study provided effective marketing strategies for the home maintenance businesses that face threats in the area of customer
acquisitions in Malaysia. This study examined the website qualities, e-trust and online booking intention among the home maintenance
customers. As a result, usability, complementarity and e-trust are identified as significant factors that influence online booking intention. The
customer’s intention to do online booking is related to usability, complementarity and e-trust of the website. Prior studies (Li et al., 2017, Wang
et al., 2015 and Amin et al., 2021) that discussed usability and complementarity described that completeness of business and service information
and practical features such as navigation link, quick loading, call-to-action buttons and customer support are vital in developing both e-trust and
online booking intention. Hence, this study emphasizes that the marketers and business owners in the home maintenance industry should focus
on usability, complementarity and e-trust when creating a website to implement the online booking service. Moreover, this study also helps the
website developers to understand the expectations of home maintenance customers which is vary from the hotel customers. Li et al. (2017) found
that entertainment of website has positive and significant influence on the online booking intention among hotel customers. This study found
that entertainment of website does not have positive relationship with e-trust and online booking intention. Hence, the survey results of this
study serves as guidelines for website developers to create a functional and effective home maintenance website that meets home maintenance
customer’s expectations.
On the other side, this study proposed and executed online booking using website as a marketing strategy for a local home maintenance business,
Nasesz Enterprise. The idea of online booking was inspired from Kaodim.my which is online marketplace for home services where customers
can book the registered service providers in their website. However, limitation in term of booking confirmation was identified in that website
as registered service providers required to approve the booking based on their availability. Conversely, this study has enabled Nasesz Enterprise
as sole proprietor home maintenance business to provide live schedule in the newly designed website where users can easily book home
maintenance service on the available time and date slots, in which, booking confirmation could be made instantly without waiting for the
approval from service provider. Consequently, Nasesz Enterprise received more service bookings from the website during the intervention.
Also, although online booking in the home maintenance industry is less popular in Malaysia, the survey results and intervention results indicated
a positive response on the implementation of online booking for home maintenance services.
■ 8.0 LIMITATION AND RECOMMENDATION FOR FUTURE STUDIES
This study successfully analyzed the website quality and e-trust variables that drive online booking intention for home maintenance services,
proposed online booking as a marketing strategy for Nasesz Enterprise's customer acquisition, and determined the effectiveness of the
implemented marketing strategy. Although this study has important implications for home maintenance services, it has several limitations that
should be addressed and improved in future research. Firstly, this study used an online data collection method where this process of data collection
was challenging and often involved several follow-up messages to the respondents to fill the questionnaire. Respondents are usually very
disinclined to fill surveys online as it feels boring. Future research should consider parallel data collection methods using both face-to-face
printed questionnaire and online surveys to increase the response rate.
Secondly, the sample size of 150 in this study was too small to represent the entire population of property owners, tenants,
and tenders in Malaysia. Although this study met the minimum sample size requirement, the sample size in future studies
can be increased to 300 which could better represent the targeted population. Hence, it is recommended to use larger sample
size for future studies. Moreover, this study adopted quantitative approach where the findings could solely depend on the
responses from sample group. Some bias associated with respondent demographics in term age groups could be unavoidable
if the online data collection method used. This is because the internet literacy among senior adults aged 50 and above are still
low meanwhile the young adults will be more inclined to respond to the questionnaire which subsequently affect the
findings. Therefore, combination of statistical data (quantitative method) and focus group discussions (qualitative method)
could be effective to eliminate the bias and help future studies to gain deeper and holistic findings. Hence, it is
recommended for future studies to adopt both quantitative and qualitative research method. Lastly, the intervention was
conducted for Nasesz Enterprise, thus, future researchers could extend the online booking to other industries.
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■ 9.0 CONCLUSION
In conclusion, this study brings significant contributions to home maintenance industry to enhance the customer acquisition through online
booking. The findings from this study proved the positive relationship between usability of website, complementarity of website, e- trust and
online booking intention. Surprisingly, the findings found that ease of use and entertainment of website do not significantly influence online
booking intention among home maintenance customers. The findings of this study in consistent with previous studies in hotel industry. Hence,
home maintenance businesses should put more emphasis on the usability, complementarity, and e-trust of website to develop online booking
intention on their website. Moreover, the completeness of information and features in a website can enhance the e-trust which subsequently,
elevate the customer’s intention to use online booking for home maintenance services. Based on the survey results, effective marketing
strategies using online booking was implemented for Nasesz Enterprise to enhance customer acquisition. Consequently, a website was created
using the identified key website qualities to successfully implement the online booking for home maintenance services during the intervention.
The result of intervention has shown positive response toward online booking. Moreover, there are very limited studies on the online booking
in the field services industries such as home maintenance. Hence, the findings from survey and intervention of this study can be served as
guidelines for future researchers and home maintenance businesses.
ACKNOWLEDGEMENT
The completion of this study could not have been possible without the support and assistance of my research supervisor, Assoc. Prof. Dr. Thoo
Ai Chin from Azman Hashim International Business School (AHIBS), Universiti Teknologi Malaysia (UTM). I also would like to express my
deep appreciation and indebtedness to the company manager, Mr Sandran Segaran from Nasesz Enterprise for allowing me to implement my
proposed marketing strategy as a case study. Their contributions are sincerely appreciated and gratefully acknowledged. Above all, utmost
appreciation and thank you to the Great Almighty, the author of knowledge and wisdom for his countless love and blessing.
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