1. Parallel Session: Exploring Research in Specialized Area’
(Masa : 2.30 petang – 4.00 petang)
Kumpulan 1 (BM220 - Marketing)
F141, Kompleks Star
Kamsol Mohamed Kassim

2. Coverage

3. #1. INTRODUCTION /
OBJECTIVE
AREA of Interest
During
Industrial training
Integral
part of
BBA(Hon
)
Synthesis
various
aspect of
learning
Ability to
write
substantial
report
Demonstration
of
understanding
concept
techniques skill

4. http://kalyan-city.blogspot.com/2011/07/scope-of-marketing-research-mr-branches.html
Branches / Areas / Scope of Marketing
Research

5. Market research and marketing research
are often confused.
'Market' research is simply research into a specific market. It is a very
narrow concept.
'Marketing' research is much broader. It not only includes 'market'
research, but also areas such as research into new products, or modes of
distribution such as via the Internet.
Here are a couple of definitions:
"Marketing research is the function that links the consumer, customer, and
public to the marketer through information - information used to identify and
define marketing opportunities and problems; generate, refine, and evaluate
marketing actions; monitor marketing performance; and improve understanding
of marketing as a process.
Marketing research specifies the information required to address these issues,
designs the methods for collecting information, manages and implements the
data collection process, analyzes, and communicates the findings and their
implications."
American Marketing Association (AMA) - Official Definition of Marketing Research
http://www.marketingteacher.com/lesson-store/lesson-marketing-research.html

6. CHOOSING THE PROJECT TOPIC / AREA
It is the student’s responsibility to identify a suitable
project topic, subject to the approval of his/her advisor
(appointed lecturer).
The topic must be of issues related to the field of
study or at least related to any subject indicated in the
students’ program’s curriculum. Request from the
industry must also be taken into considerations and
shall be discussed between the student, advisor and
the supervisor (from the company).
For the purpose of preparing the project paper report,
a student has to meet and discuss with his/her advisor
a minimum of eight (8) times throughout the semester.

7. “Not Everything That Counts Can Be Counted,
& Not Everything That Can Be Counted,
Counts”.
ALBERT EINSTEIN

8. 1 MKT 420
Principles and Practices
of Marketing
2 MKT537 Marketing Research
3 MKT547
Marketing
Communication
4 MKT542 Channels Management
5 MKT532
Understanding
Consumer
6 MKT531 Product Management
7 MKT646 Strategic Marketing
8 MKT656 Global Marketing
9 MKT658 Issues in Marketing
10 MKT663 Relationship Marketing
? MKT620 Business Marketing
Source: FBM PROGRAM STRUCTURE - BBA with Honours ( MARKETING ) BM220
Glossory
Chapter
Knowledge

9. #2 INPUT /PROCESS /OUTCOME
CHOOSING
THE TOPIC
Students
RESPOSIBILITY
SUBJECTSUBJECT
APPROVALAPPROVAL
BYBY
ADVISORADVISOR
Issue Related
to Field of
Study
Request from
The Industry
–To Consider-
Shall be
discussed
Meet & Discuss with
S/Visor min 8 Times
THE
RESEARCH
REPORT
P1
P2
P3

10. #2 INPUT /PROCESS /OUTCOME
CHOOSING
THE TOPIC
THE
RESEARCH
REPORT

29. #3.MY ANALYSIS
STRENGTH WEAKNESS
Written Capabilities/
Language Competencies
Knowledge/ Skills/Ability
Advisors that are ever willing to
guide
Conducive System
Based on Previous Supervision Experience:Based on Previous Supervision Experience:
Take things for granted /Late
Starter/
Not Properly Plan/
No ZEST
OPPORTUNITIES THREAT
To proof / Improve
Push up CGPA
Higher Level
If Its really matters
Once a life time / Time Tunnel
It a process ( involved
procedures, task, schedules,
activities , routine by which a
job/product/service is delivered
Too Engross in the Practical
Training…

30. JUNE JULY AUGUST SEPTEMBER OCTOBER
STAGEOFSTUDY 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4
CHAPTER1
problemstatement
researchobjective
significantofstudy
limitationsofthestudy
CHAPTER2
literaturereview
theoreticalframework
hypothesis
CHAPTER3
methodology
researchdesign
sampledesign
instrument
dataanalysis

31. Example of Effort

32. #3.MY ANALYSIS

33. • QUESTION & ANSWER

34.
TOPICS
1. *The Impact of Islamic Corporate Image on Purchase Intention; The Moderating role of Halal logo
(Trust) / Customer loyalty
2.*The link between Purchase Intention and Corporate Image : Predicting Trust of Halal Logo
3.*The Relationship between Corporate image, and Purchase Intention : An Exploratory Study
4.*An Emperical investigation of Corporate Image : Attitude on Halal logo on purchase intention
5.*Moderating role of Halal logo and purchase intention on food products- A perpective look of
Corporate image.
6.*Corporate Image; An Islamic Perspective on Consumer Purchase Intention
7.*The effect of Corporate Image on the formation of Customer purchase Decision
8.*Moderating effect of halal logo and the role of Islamic Corporate Image on intention to purchase
food products.
9.*Corporate image implication on consumer preference on Halal food products.
10.* Trust the moderating Factor Between Islamic Corporate Image and Consumer Purchase Decision
Islamic Corporate image

36. ANISA AISYA BINTI KHALIL
2010205798
BBA (HONS) MARKETING
The moderating effects of corporate image:
the influence of service quality and trust on
purchase intention at Great Eastern Takaful
Sdn Bhd (GETSB)

37. INTRODUCTION
• A number of studies has been carried out on
purchase intention and the factors influencing
purchase intention (Khan, 2012).
• Corporate brands are related to trust
(Groenland, 2002 and Berens and van Riel,
2004)
• The provision of high quality services is one of
the key factors of a successful operation
(Wang and Sha, 2000) and service quality has
a direct influence on purchase intention
(Huang, 2011).

38. BACKGROUND OF THE STUDY
• In respect of insurance industry, it has been one of the key
drivers to services sector.
Change (%) Share of GDP (%)
2010 2011 2012 2010 2011 2012
Intermediate services
Transport strorage 6.9 5.1 6.7 3.8 3.8 3.8
Communication 8.5 7.9 7.9 4.2 4.4 4.5
Finance and insurance 6.4 6.3 6.8 11.7 11.8 12.0
Real estate and business
services
7.8 6.8 5.7 5.5 5.6 5.6
Source: Malaysian Rating Corporation Berhad, 2012

39. OBJECTIVE OF THE STUDY
• To determine the influence levels of reliability on trust.
• To determine the influence levels of tangibility on trust.
• To determine the influence levels of responsiveness on trust.
• To determine the influence levels of assurance on trust.
• To determine the influence levels of empathy on trust.
• To determine the influence of trust on customer’s purchase
intention.
• To determine the moderating role of corporate image towards
a company on the influence of customer’s trust on customer’s
purchase intention.

40. LITERATURE REVIEW
• Purchase Intention
• Definition: customers willingness and readiness to consider
buying a products (Wang and Tadisina, 2008, Nelson Barber
et al., 2012 and Al-Ekam, 2012).
• Fishbein and Ajzen (1975), a Theory of Reasoned Action
(TRA) and Theory of Planned Behaviour (TPB).
TRA
TPB
Attitude
Behaviour

41. Theory of Planned Behaviour

42. • Corporate Image
• Defintion: the overall representation of an enterprise to
the public (Nguyen and Lablanc, 2001).
• Studies on corporate identity has been carried out since
early 1930s (Alan Valdez, 2013).

43. 1930s
•Personalities
as impression
made on other
people
1950s-1960s
•Consumers buy
a brand for the
meaning it has
1970s
•Include the
perceptions of
stakeholders
1980s
•The effects of
behaviour and
communication
was recognized.
Nowadays,
identity is seen as
strategic tool
EVOLUTION OF CORPORATE IMAGE

44. • Trust
Definition: a state involving the expectation of the parties
and risk associated with assuming in such expectations
(Deutsch, 1958, Holmes and Rempel, 1991 and Al-Ekam ,
2012).
A few research on trust is started from psychological study
(Wetzels, 1998).
Lewis and Weigert (1985) – three dimensions:
1)Cognition
2)Affection
3)Behaviour

45. Service Quality
Definition: a long run evaluation of employees
performance, interaction and processes and expectation of
customers . (Parasuraman, 1985 , Cronin and Taylor, 1992
and Bitner et al., 1996, ).
Parasuraman (1985), is the main contributor to service
quality.
Service Quality
Categorized into five dimensions :
1)Tangibility
2)Reliability
3)Responsiveness
4)Assurance
5)Empathy

46. Author
1. A gap between expectations
and perceived performance is the
best predictor of satisfaction
impact on level of customers trust
Mcquitty et al., (2000)
2. Service quality consists of
reliability, tangibility,
responsiveness, assurance and
empathy.
Parasuraman (1985)
2. Trust relates to positive
expectation about the intentions
and behaviour of exchange
partner.
Singh and Sirdeshmukh, (2000)
3. Positive corporate reputation
with guaranteed attributes and
functions will establish better
customer trust.
Dodds et al., (1991)
PREVIOUS RESEARCH
H1-1: Reliability has a significantly
positive influence on trust.
H1-2: Tangibility has a significantly
positive influence on trust.
H1-3: Responsiveness has a significantly
positive influence on trust.
H1-4: Assurance has a significantly
positive influence on trust.
H1-5: Empathy has a significantly positive
influence on trust.
H2: Trust has a significantly
positive influence on purchase
intention
H3: Corporate image will moderate
the influence of trust on purchase
intention.
H3-1: The influence of trust on
purchase intention in high corporate
image situations is greater than in low
corporate image situations.

47. PROPOSED RESEARCH MODEL
INDEPENDENT VARIABLES DEPENDENT VARIABLES
Service Quality
•Tangibility
•Reliability
•Responsiveness
•Assurance
•Empathy
Trust Purchase
Intention
Corporate Image
Moderating variable

48. RESEARCH METHODOLOGY AND
ANALYSIS
Frequency analysis
•To obtain the number of the responses associated with the different value of variables and
express those counts in percentage term
Descriptive analysis
•To understand the characteristics of the respondents of variables of interest situation.
Reliability analysis
•Used of Cronbach’s alpha value
•If alpha value was higher than 0.70, then it showed that the reliability was high (Osburn, 2000).
Correlation analysis
•Pearson’s correlation was adopted
•The closer the absolute value to 1, the stronger the relationship (Taylor, 1990)
Regression analysis
•To test the hypotheses
•Proposed moderator and interaction term was adopted for modeator analysis

49. RESULT AND FINDINGS
• Frequency analysis
Gender: Percentage
(%)
Male 38.7
Female 61.3
Total 100
Age : Percentage (%)
18-24 9.3
25-34 44.0
35-44 24.7
45-54 22.0
Total 100
Marital status: Percentage
(%)
Single 15.3
Married 84.7
Total 100
Employment status: Percentage (%)
Employed full-time 78.7
Employed part-time 8.7
Retired 5.3
Unemployed 6.0
Student 1.3
Total 100
House hold
income:
Percentage (%)
Below RM1000 10.7
RM1001-RM3000 31.3
RM3001-RM5000 16.7
RM5001-RM7000 24.7
RM7001 and above 16.7
Total 100

50. • Descriptive analysis
Variables N Min Max Mean Std.
Deviation
Corporate
image
150 4.00 5.00 4.7278 0.35991
Service
quality
150 4.00 5.00 4.6633 0.35363
Customer
trust
150 3.00 5.00 4.6644 0.48925
Purchase
intention
150 3.00 5.00 4.6756 0.50048

51. • Correlation analysis
Service
quality
Customer
trust
Purchase
intention
Corporate
image
Service
quality
1
Customer
trust
0.534** 1
Purchase
intention
0.595** 0.399** 1
Corporate
image
0.786** 0.384** 0.701** 1

52. REGRESSION ANALYSIS
• The influence of service quality on trust
Dependent
variables
Service quality Regression
coefficient (β)
t value p value
Customer
trust
Tangibility 0.276 2.067 0.041
Reliability 0.482 3.239 0.001
Responsiveness 0.034 0.265 0.791
Assurance 0.302 2.416 0.017
Empathy 0.050 0.384 0.702
R²= 0.340 ; Adjusted R²= 0.317 ; N=150 ; F14.832 ; p= 0.000

53. • The influence of trust on purchase intention.
REGRESSION ANALYSIS
Independent
variable
Dependent
variable
Regression
coefficient
(β)
t value p value
Customer
trust
Purchase
intention
0.399 5.294 0.000
R²= 0.159 ; Adjusted R²= 0.154 ; N= 150 ; F= 28.029 ; p= 0.000

54. • The moderating effects of corporate image between the
influences of trust on purchase intention
REGRESSION ANALYSIS
Dependent
variable
Variables Regression
coefficient
(β)
t value p value
Purchase
intention
Customer
trust
0.597 7.335 0.000
Customer
trust
X
Corporate
image
0.392 4.821 0.000
R²= 0.274 ; Adjusted R²= 0.264 ; N= 150 ; F= 27.752 ; p= 0.000

55. Comparison of the moderating effect of
high and low corporate image
5.004.504.003.503.00
meanCT
5.00
4.50
4.00
3.50
3.00
meanPI
Fit line for high
corporate image
Fit line for low
corporate image
high corporate image
low corporate image
groupCI
R Sq Linear = 0.051
R Sq Linear = 0.299
Purchase
intention
Customer trustCustomer trust
Corporate Image

56. CONCLUSION
• Different dimensions of service quality will have different levels
of influence on customer trust.
• Trust has a significantly positive influence on purchase
intention correspond to previous research.
• Corporate image moderate the influence of trust on purchase
intention.
• Recommendation:
1) Enhance service quality to increase level of customer trust
2) Should considered to increase level of customer trust
3) Strengthen the corporate image to enhance trust and leads to
purchase intention

57. THANK YOU