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INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS
The Relationship between Extrinsic and Intrinsic Attributes
of Product Quality with Brand Loyalty on Malaysia
National Brand Motorcycle/Scooter, MODENAS
Mohd Rizaimy Shaharudin (Corresponding author)
Faculty of Business Management, Universiti Teknologi MARA, P.O Box 187, 08400 Merbok, Kedah,
Malaysia
Anita Abu Hassan
Faculty of Business Management, Universiti Teknologi MARA, P.O Box 187, 08400 Merbok, Kedah,
Malaysia
Musdiana Mohamad Salleh
Faculty of Business Management , Universiti Teknologi MARA,P.O Box 187, 08400 Merbok Kedah,
Malaysia
Siti Meriam Ali
Faculty of Business Management , Universiti Teknologi MARA,P.O Box 187, 08400 Merbok Kedah,
Malaysia
Etty Harniza Harun
Faculty of Business Management , Universiti Teknologi MARA, P.O Box 187, 08400 Merbok Kedah,
Malaysia
Muna Abdul Jalil
Faculty of Business Management , Universiti Teknologi MARA, P.O Box 187, 08400 Merbok Kedah,
Malaysia
Nurazila Abdul Aziz
Language Academy , Universiti Teknologi MARA, P.O Box 187, 08400 Merbok, Kedah, Malaysia
Abstract
This study is about the discoveries on the relationship between intrinsic and extrinsic
attributes of product quality with brand loyalty. It helps to extend the understanding on
the perceptions of product quality of Malaysia national brand motorcycle/scooter,
MODENAS and its influence towards brand loyalty, an important element in determining
the customer re-purchase buying behavior. Results indicated that although from the
earlier literature concluded product quality generally has significant influences towards
the brand loyalty but in the case of motorcycle/scooter products, only product quality
based on the perceived quality (extrinsic attribute) was found to have significant
influence on the brand loyalty instead of objective quality (intrinsic attributes). These
perceptions are not fixed and can be changed if the product has high level of customer
awareness, good image from marketing activities such as advertising, sales promotion
and etc. Future research should focus on the similar study to MODENAS‘s competitors in
the market.
Keywords: Product Quality, Brand Loyalty, Intrinsic Attributes, Extrinsic Attributes,
Perceived Quality.
COPY RIGHT © 2011 Institute of Interdisciplinary Business Research 135
JANUARY 2011
VOL 2, NO 9
Listed in ULRICH’S