The impact of customer perceived value on customer satisfaction: a study on Malaysian automobile industry

The purpose of this study is examining the impact of customer perceived value on customer satisfaction in Malaysian national automobile. A sample size of 200 respondents of national car drivers was selected in Kuala Lumpur and Klang Valley, Malaysia using convenient sampling. The questionnaire framed by 5 point Likert-Scale was used to collect the data in order to examine the impact of customer perceived value on customer satisfaction. The normality and reliability tests will be used to test validity and reliability of the data collected from the respondents. The descriptive statistics shows that conditional value is the highest mean which indicated that conditional value is the most influential impact on customer satisfaction, and functional value is the second highest mean, and followed by social value and epistemic value. The regression results show that functional value and conditional value has positive significant impact on customer satisfaction, and conditional value has highest beta coefficient value in regression analysis. However, we did not find any significant impact of social value, emotional value and epistemic value on customer satisfaction. This research study fulfilled its purpose by identifying the impact of CPV on customer satisfaction among national automobile in Malaysia. It recommended that future researcher should increase the sample size by using different variables to ensure validity and reliability of the results