Customer Satisfaction Towards KR1M Products

Thanaletchimy A/P Chandra Sagran, Noor Raihani Binti Zainol, Abdullah Al-Mamun, P. Yukthamarani Permarupan

Abstract


The objective of this study was to investigate the association between product flexibility, product quality and advertising on consumer satisfaction among the consumers of Kedai Rakyat 1Malaysia (KR1M), which was established by the government of Malaysia in order to provide common households products at a affordable price to the poor and low income households in Malaysia. This study employed a cross-sectional design and used a self-administered questionnaire and collected data from 150 KR1M consumers in Kota Bharu, Kelantan, Malaysia. Findings of this study noted that product flexibility, product quality and advertising has a significant positive association with consumer satisfaction. In order to reach its full potential and achieve the overall goal of this development initiative, KR1M initiative should be more focus on providing more shopping options through increasing product flexibility, improve product quality and increase advertising.


Keywords


Product Flexibility, Product Quality, Advertising, Consumer Satisfaction, Malaysia

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DOI: http://dx.doi.org/10.3968/j.css.1923669720141001.4229

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