The Influence of Product Quality and Service Quality on Brand Leadership: An Empirical Study of Petrol Station Outlet Users
Keywords:
Brand Equity, Brand Leadership, Product Quality, Service QualityAbstract
The purpose of this study is to examine the influence of product quality and service quality on brand leadership.Brand leadership refers to a technique and strategies that organizations use to market a product and service. Current researchers focus on the brand equity dimension and yet less examine the relationship between productquality, service quality, and brand leadership, especially in petroleum industries. Therefore, a petrol stationoutlet user was selected to conduct this case study due to its importance in driving economic status and demonstrating the relationship between product quality, service quality, and brand leadership. The result of thisstudy strengthens the research performed by Hanaysha, J., (2013). A survey questionnaire was administered topetrol users in Kuala Lumpur, Shah Alam, and Putrajaya. A convenience sampling survey technique was used in this study and 390 questionnaires were successfully collected from petrol users. In this research study, all data collected from the questionnaire summarized using SPSS (Statistical Package for Social Sciences) and AMOS (Analysis of Moment Structure) software and used structural equation modeling (SEM) to validate the measurement model and test hypothesis. Results indicated that product quality and service quality have asignificant positive relationship with brand leadership.
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Copyright (c) 2022 Khairul Anuar Abdul Shukor, Siri Roland Xavier, Azrul Fazwan Kharuddin
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