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CERTIFICATION OF PROJECT PAPER WORK

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ABSTRACT

Behavioral intention (BI) is defined as a person's perceived likelihood or subjective probability that he or she will engage in a given behavior. Price perception is one of the key decision variables of consumer in buying process. Economists, marketing researchers have done research studies to examine and predict the effects of price in buying decision-making. Switching barriers between customer and Service providers is an important element in BI, because existing customers are more approachable to the firm’s marketing efforts and an important source of profit for the firm. However, they have inconsiderately neglected two other factors: price perception and switching barriers that relatively tied up to service provider intentions and customer expectations.

Currently Dell Inc Malaysia got better qualified products in the market, but with fewer sales. In order to meet the customer satisfaction, Dell Inc Malaysia should need to consider on price perception to switch barriers between customers and product sale. Though, it has to content its uniqueness and product sale. In order to solve this problem, this research mainly aims to design a Model that helps to measure customer expectations. The focus on Dell Inc. laptop and PC computers are considered as main subject of the study. We have chosen Al-Madinah University as our pilot study. Research population size is narrowed with one hundred Al-Madinah University’s students. Five-point-Likert scale method was applied to conduct our experiment in the population. Obtained outcomes from price perception and switching barriers measurements were both positive, while price perception’s probability degree was higher comparing to switching barriers.

Keywords:

Price Perception, Switching Barriers, Loyalty, Satisfaction, Wants, and, Behavioral...