Investigation of Customer Purchase Intention towards Car Battery On-Site Delivery Services

Journal of Optimization in Industrial Engineering

دوره 15، شماره 2 - شماره پیاپی 33، آذر 2022، صفحه 249-255   

نوع مقاله: Original Manuscript

شناسه دیجیتال (DOI): 10.22094/joie.2022.1962052.1970

نویسندگان

Hairul Rizad Md Sapry^{* 1}؛ Nurfaziq Nordin²؛ Abd Rahman Ahmad³؛ Shathees Baskaran⁴

¹Universiti Kuala Lumpur, Malaysia Institute of Industrial Technology (UniKL MITEC), Malaysia

²Universiti Kuala Lumpur, Malaysia Institute of Industrial Technology (UniKL MITEC), Malaysia 3Universiti Tun Hussion Onn (UTHM)

³Faculty of Information Technology and Management, Universiti Tun Hussein Onn (UTHM), 86400 Parit Raja, Johor

⁴Universiti Teknologi Malaysia (UTM)

چکیده

This study investigates the factors that influence customers' purchase intention among Bateriku.com customers. Through a self-administered questionnaire, data were collected from eighty-eight (88) customers who had experience using the service of on-site delivery of a car battery. This study is aimed to investigate perceptions of the customer on a new business model introduced by Bateriku.com for the purchase of the car battery and how this perception impacts the actual purchase that the customers make. This study will turn out to be a benchmark in comparing with the traditional purchase processes of the car battery and to understand the factors influencing the customers towards their purchase of the car battery using a new business process. Three (3) independent variables were identified namely technology, service marketing, and people to investigate its impact on actual purchase by employing multiple regression analysis. The results of the study indicated that service marketing has a significant influence on customer purchase intention for the car battery on-site delivery. The results also showed the impact of technology in improving customer confidence towards the new business model. The recommendations are also provided to Bateriku.com to exploit the advancement in technology to minimize further human interaction during the inquiry process to introduce process standardization for efficient operation. This study presents a foundational framework for future researchers to embark on new avenues in producing in-depth insights about new business models in acquiring car batteries and related services.

کلیدواژه‌ها

E-commerce؛ customer purchase intention؛ car battery on-site delivery؛ Electronic commerce

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