”#6 UNIVERSITI TEKNOLOGI MARA

CAWANGAN KELANTAN

A STUDY ON FACTORS THAT INFLUENCE CUSTOMER

SATISFACTION TOWARDS SERVICE AT AC NIELSEN

COMPANY KUANTAN BRANCH

NURHl'DAYAH MOHAMED RODWAN

2005768406

BACHELOR OF BUSINESS ADMINISTRATION WITH

HONOURS (MARKETING)

OCTOBER 2008

DECLARATION OF ORIGINAL WORK

& :W'w 's'zraw “ Lfygyczwya‘

UNIVERSITI TEKNOLOGI MARA CAWANGAN KELANTAN

BACHELOR OF BUSINESS ADMINISTRATION WITH HONOURS

(MARKETING)

FACULTY OF BUSINESS MANAGEMENT

UNIVERSITI TEKNOLOGI MARA

“DECLARATION OF ORIGINAL WORK”

I‘ NURHIDAYAH MOHAMED RODWAN, (I/C Number: 841029—06-5286)

Hereby, declare that:

I This work him not previously hccn acccpmd in substance for an) degree. locally or overseas

and is not being concun’eml) submined forthis degree or an) oxher degrees.

0 This project paper is Ihe resuh of my independem work and invesfigafion, except where

mhemise stated.

I All verbatim cxlracls havc hccn di

TABLE OF CONTENTS

CONTENTS

TITLE PAGE

DECLARATION OF OROGINAL WORK

LETTER OF TRANSMITTAL

ACKNOWLEDGEMENT

LIST OF TABLES

LIST or FIGURES

LIST OF ABBREVIATIONS

ABSTRACT

CHAPTER 1 INTRODUCTION

[.0 OVERVIEW

1.1 BACKGROUND OF THE STUDY

1.2 COMPANY BACKGROUND

1.3 PROBLEM STATEMENT

1.4 OBJECTIVE OF THE STUDY

1.5 RESEARCH QUESTION

1.6 HYPOTHESIS

1.7 SCOPE OF STUDY

1. no SIGNIFICANCE OF STUDY

1.8.1 Significance to the researcher

1.8.2 Significance to ‘he company

1.8.3 Significance :0 the customer

PAGES

ABSTRACT

The study was conducted at Kuantan, the AC Nielsen Company (M) Kuantan branch.This

research was targeted on customer of the AC Nielsen Company (M) Kuantan branch. The

problem statement of this study is to identify the factors that influence customer

satisfaction towards service at AC Nielsen Company Kuantan branch. The objectives of

this study are to identify the factors that influence customer satisfaction at the AC Nielsen

Company and to determine the relationship between management, relationship with the

customer, quality of service and timeliness with the customer satisfaction at the AC

Nielsen Company. The theoretical framework for this study consists of dependent

variable and independent variable. Dependent variable for this research is customer

satisfaction towards service and independent variables are the factors that influence

customer satisfaction. Researcher had identified four independent variables such as

management, relationship with the customer, quality of the service and timeliness that

influence customer satisfaction. The numbers of population at the AC Nielsen Company

Kuantan branch are 500 customers with 5 different departments. Data were collected

through questionnaire that consist 7 sections and by interview with the customer of AC

Nielsen. For this research, the sample size was 70 respondents. A convenience sampling

technique was used as a procedure to determine the sample for this study and the result

was analyzed by using SPSS. Based on the findings, the results shows that three

hypotheses were accepted and the one hypothesis were rejected. The researcher comes

out with general recommendation in order to provide the alternative in increasing

customer satisfaction towards service.

xi

A STUDY 0!” CUSTOMER SATISFACTION TOWARDS SERVICE AT AC NIELSEN COMPANY KUANTAN BRANCH

CHAPTER 1 INTRODUCTION

1.0 OVERVIEW

In this chapter will discuss about introduction of the research and background of the

company

1.1 BACKGROUND OF THE STUDY

The backgrounds of the study of my research are in AC NIELSEN (M) Company,

Kuantan branch. My research will be conducted on the measuring the level of customer

satisfaction towards service. According to this topic, I distributed the questionnaires to

clients of AC NIELSEN (M) Company, Kuantan branch to get the respond about their

satisfaction towards service given by this company to them.

1.2 COMPANY BACKGROUND

AC Nielsen Company is the world's leading marketing information company‘ Offering

services in more than 100 countries, the company provides measurement and analysis of

marketplace dynamics and consumer attitudes and behavior. The Nielsen Company have

their corporate headquarters at 770 Broadway, New York, New York .Nielsen offers an

integrated suite of market information gathered from a wide range of sources, advanced

information management tools, sophisticated analytical systems and methodologies, and

dedicated professional client service to help clients find the best paths to growth.

The Nielsen Goal

To help clients make the best possible marketing decisions to build revenue and profits.

Market Measurement

The major market-measurement services provide comprehensive coverage of:

A STUDY ON FACTORS THAT INFLUENCE CUSTOMER SATISFACTION TOWARDS SERVICE AT AC NIELSEN COMPANY KUANTAN BRANCHDECLARATION OF ORIGINAL WORKLETTER OF TRANSMITTALACKNOWLEDGEMENTTABLE OF CONTENTSLIST OF TABLELIST OF FIGURESLIST OF ABBREVIATIONSABSTRACTCHAPTER 1 INTRODUCTION1.0 OVERVIEW1.1 BACKGROUND OF THE STUDY1.2 COMPANY BACKGROUND1.3 PROBLEM STATEMENT1.4 OBJECTIVE OF THE STUDY1.5 RESEARCH QUESTION1.6 HYPOTHESES1.7 SCOPE OF STUDY1.8 SIGNIFICANCE OF STUDY1.8.1 Significance to the researcher1.8.2 Significance to the company1.8.3 Significance to the customer

1.9 LIMITATIONa) Financial constrainsb) Respondentc) Administratione) Lack of relevant information

1.10 DEFINITION OF TERMS

CHAPTER 2 LITERATURE REVIEW2.0 OVERVIEW2.1 Customer satisfaction2.2 Management2.3 Relationship2.4 Quality2.5 TimelinessTHEORETICAL FRAMEWORK

CHAPTER 3 RESEARCH METHODOLOGY3.0 OVERVIEW3.1 RESEARCH DESIGN3.1.1 Exploratory research

3.2 DATA COLLECTION METHOD3.2.1 Primary data

3.3 SAMPLE DESIGN3.3.1 Sample size

3.4 DATA ANALYSIS3.4.1 Frequencies3.4.2 Reliability3.4.3 Hypotheses test3.4.4 Correlation analysis3.4.5 Simple regression analysis

CHAPTER 4 FINDINGS AND INTERPRETATION OF DATA4.0 OVERVIEW4.1 Frequency distribution analysis4.1.1 Section A: Demographic profile4.1.2 Section B: Customer satisfaction4.1.3 Section C: Management4.1.4 Secfion D: Quality of Service4.1.5 Section E: Relationship with the customer4.1.6 Section F: Timeliness

4.2 Reliability analysis4.2.1 Reliability analysis for customer satisfaction4.2.2 Reliability analysis for management4.2.3 Reliability analysis for quality4.2.4 Reliability analysis for relationship4.2.5 Reliability analysis for timeliness

4.3 Correlation analysis4.4 Hypothesis Testing4.4.1 Simple regression analysis

CHAPTER 5 CONCLUSION AND RECOMMENDATION5.0 OVERVIEW5.1 CONCLUSION5.1.1 The relationship between management with customer satisfaction towards service at AC Neilsen Company5.1.2 The relationship between relationship with customer satisfaction towards service at AC Nielsen Company5.1.3 The relationship between qualities of service with customer satisfaction towards service at AC Nielsen Company5.1.4 The relationship between timeliness with customer satisfaction towards service at AC Nielsen Company

5.2 RECOMMENDATION

BIBLIOGRAPHYAPPENDICESAppendix A - QuestionnaireAppendix Output SPSS B - FrequenciesAppendix C - RegressionAppendix D - Reliability