Research
.LIST OF TABLES
Page No
Table 1: Operationalization 31
Table 2: Products Benefits- Customers View…………………. ……………………….... 39
Table 3: Importance of Customer Based Pricing – Customers View...………………… 40
Table 4: Importance of Location in choosing an Automobile Service Station- 41
Table 5: Attraction towards the Promotional Offers of Automobile Service Stations-
Customers View...…………....................................................................................................42
Table 6: Physical evidence of company in attracting customers-Customers View . . . . . 43
Table 7: Importance of staff for an automobile service station ………………………. 44
Table 8: Consideration of Brand Name in choosing an Automobile Service Station…. 45
Table 9: Customer Awareness of Current Marketing Campaigns-Customers View…... 46
Table 10: Marketing Campaigns Beneficial for Customers- Customers View………... 47
Table 11: Most Beneficial Customer Promotions …………………………………….... 48
Table 11: Likert Scale Analysis…………………………………………………………. 49
LIST OF FIGURES
Page No
Figure 1: Total Vehicle Population in Sri Lanka (2006-2010) 9
Figure 2: Conceptual framework 20
Figure 3: Products Benefits- Customers View…………………. ……………………….... 39
Figure 4: Importance of Customer Based Pricing – Customers View...………………… 40
Figure 5: Importance of Location in choosing an Automobile Service Station- 41
Figure 6: Attraction towards the Promotional Offers of Automobile Service Stations-
Customers View...…………....................................................................................................42
Figure 7: Physical evidence of company in attracting customers-Customers View………..43
Figure 8: Importance of staff for an automobile service station ………………………. 44
Figure 9: Consideration of Brand Name in choosing an Automobile Service Station…. 45
Figure 10: Customer Awareness of Current Marketing Campaigns-Customers View…... 46
Figure 11: Marketing Campaigns
Page No
Table 1: Operationalization 31
Table 2: Products Benefits- Customers View…………………. ……………………….... 39
Table 3: Importance of Customer Based Pricing – Customers View...………………… 40
Table 4: Importance of Location in choosing an Automobile Service Station- 41
Table 5: Attraction towards the Promotional Offers of Automobile Service Stations-
Customers View...…………....................................................................................................42
Table 6: Physical evidence of company in attracting customers-Customers View . . . . . 43
Table 7: Importance of staff for an automobile service station ………………………. 44
Table 8: Consideration of Brand Name in choosing an Automobile Service Station…. 45
Table 9: Customer Awareness of Current Marketing Campaigns-Customers View…... 46
Table 10: Marketing Campaigns Beneficial for Customers- Customers View………... 47
Table 11: Most Beneficial Customer Promotions …………………………………….... 48
Table 11: Likert Scale Analysis…………………………………………………………. 49
LIST OF FIGURES
Page No
Figure 1: Total Vehicle Population in Sri Lanka (2006-2010) 9
Figure 2: Conceptual framework 20
Figure 3: Products Benefits- Customers View…………………. ……………………….... 39
Figure 4: Importance of Customer Based Pricing – Customers View...………………… 40
Figure 5: Importance of Location in choosing an Automobile Service Station- 41
Figure 6: Attraction towards the Promotional Offers of Automobile Service Stations-
Customers View...…………....................................................................................................42
Figure 7: Physical evidence of company in attracting customers-Customers View………..43
Figure 8: Importance of staff for an automobile service station ………………………. 44
Figure 9: Consideration of Brand Name in choosing an Automobile Service Station…. 45
Figure 10: Customer Awareness of Current Marketing Campaigns-Customers View…... 46
Figure 11: Marketing Campaigns
Bibliography: P Kotler (1984). Marketing Essentials. Englewood: Prentice Hall Inc. p27-44. P Kotler (2000). Marketing Management (Millennium Edition). 10th ed. India: Prentice Hall Inc. p17-29 & p66-81. Armstrong G and Kotler P (2003) Marketing – An Introduction. New Delhi: Pearson Education (Singapore) Pvt. Ltd. Bearden W.O, Ingram T.N and LaForge R.W (1998) Marketing – Principles and Perspectives. McGraw-Hill Companies, Inc. Gregory, R.L.(1972, June 24). Seeing as thinking. Times literary supplement Gregory, R.L.(1980) Schiffman, L. G. & Kanuk, L. L. (2007), Consumer Behaviour, Saddle River: Pearson Education Solomon, M Anderson, E. W. and Sullivan, M. (1993) The Antecedents and Consequences of Customer Satisfaction for Firms, Marketing Science,12 (Spring), 125 - 143 Bearden, W. O. and Teel, J.E (1983) Selected Determinants of Consumer Satisfaction and Complain Reports. Journal of Marketing Research, 20 (February), 21-28 (1), 127-139 Bryman, A. and Cramer, D. (2005) Quantitative Data Analysis with SPSS 12 and 13, A Guide for Social Scientists, London: Routledge Carman, J. M. (1990) Consumer Perceptions of Service Quality: An Assessment of the SERVEQUAL dimensions, Journal of Retailing, 66 (1),33-55 Churchill, G.A. and Surprenant, C. (1982) an investigation into the Determinants of Customer Satisfaction, Journal of Market Research , 19, 491-504 Cronin, J.J. and Taylor, S. A. (1992) Measuring Service Quality: A re-examination and extension. Journal of Marketing, 56 (July),55-68 Crosby. P.B. (1980) Quality is Free. The Art of Making Quality Certain. New York: Penguin Dale Ghobadian, A and Speller, S. (1994). Service Quality: Concepts and Methods, International Journal of Quality and Reliability Management.