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

Abstract

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 upon 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 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 the 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 into new avenues in producing in-depth insights about new business models in acquiring car battery and related services.