Research Methodology

3.0 Research Methodology

3.1 Introduction

Research methodology is a set of steps, methods, and procedures during the implementation of a research. It include the areas of inquiry in which the concepts and theories comes from. There are two types of methodologies, which are quantitative methodology and qualitative methodology. In the study, only quantitative methodology is being used.

3.2 Sampling Design

The target population of this study is the driving people around the Kuala Lumpur and Petaling Jaya. In this study, random sampling method is being used in data collection to investigate the factors that affect the consumers' perception of services quality at petrol stations. There are six factors being tested in this study which are ease of entry and exit, ease of payment, responsive staff, clean appearance, high product quality, and extra facilities.

3.2.1 Gender of Respondents

3.2.2 Age Group of Respondents

3.2.3 Races

3.2.4 Education Level

3.2.5 Occupation

3.2.6 Monthly Income

3.2.7 Car Ownership

3.2.8 Capacity of Main Car

3.3 Data Collection Method

In business research, there are two types of data collection methods which are quantitative and qualitative. In this study, quantitative method is being used where questionnaire is distributed in order to get the data. Questionnaire can be defined as a pre-formulated written set of questions to which participants record their answers, usually within largely closely defined alternatives. (Sekaran, 1992).

Questionnaire is being used to collect data because it was a lowest cost option as compared to other data collection methods. It perceived as more anonymous which the participants are not required to filled in their name and all the data collected are kept confidentially. In order to conduct the research, questionnaire is being distributed to different driving people around Kuala Lumpur and Petaling Jaya area with different gender, races, age, and occupations.

In the research, there are two types of sources of data. Primary data is information that obtained firsthand by the researcher on the variables of interest for specific purpose of the study. Meanwhile, secondary data is the information gathered from sources that already existed.

In this study, primary data is using in the analyzing since the data are come from the respondents and is more on personal information and opinion.

3.4 Questionnaire Development

There are two sections in the questionnaire. The first section is the demographic information about the respondents. It is more regarding to the respondents' personal information such as gender, races, age group, and education level, etc. The second part of the questionnaire is regarding to our research structure that based on the six factors that to be examined in this study. Those factors to be tested are ease of entry and exit, ease of payment, responsive staff, clean appearance, high product quality, and extra facilities. In this section, a five-point Likert-type response format ranging from “Strongly disagree” to “Strongly agree” was used to analyze the factors and relationship.

3.6 Theoretical Framework

There are six independent variables that influence the consumers' perception of service quality at petrol station. Those independent variables are ease of entry and exit, ease of payment, responsive staff, clean appearance, high product quality, and extra facilities. All of these independent variables will account for the variance of dependent variable, which is the consumers' perception of service quality.

The first independent variable is ease of entry and exit. There is a relationship between ease of entry and exit and the consumers' perception of service quality. This is because the facilitation of entry and exit into a petrol station will definitely affect the perception of customers about the petrol station.

For the second independent variable, ease of payment, there is a relationship between ease of payment and the consumers' perception of service quality. The payment system and methods that adopted by the petrol station will assist them in serving customers and determine the level of customers' satisfaction.

The third variable is responsive staff. There is a relationship between the responsive staff and consumers' perception of service quality. Staff attitude and behavior is a key factor that determines how the customers' expression is. Staff is the one that represent an organization and they are responsible in building the image of the organization.

The next independent variable is clean appearance. There is a relationship between clean appearance and consumers' perceptions of service quality. The environment and cleanness of a place will determine the comfort of customers when they enter into the petrol station.

The fifth independent variable is high product quality. There is a relationship between product quality and consumers' perceptions of service quality. Nowadays, people are more concern about the quality and environment care, therefore the product quality offered will undoubtedly influence consumers' perception.

The last independent variable is extra facilities. There is a relationship between extra facilities and consumers' perception of service quality. Facilities offered by petrol station will attract customers to drive in and thus affect consumers' perception of service quality.

3.7 Research Hypotheses

The research is about the factors that influences consumers' perception of service quality at petrol stations. Those independent variables are ease of entry and exit, ease of payment, responsive staff, clean appearance, high product quality, and extra facilities. All of the independent variable will affect the dependent variable that is consumers' perception of service quality. Based on the theoretical framework above, there are six hypotheses that can be created.

H1. Ease of entry and exit

H0: There is a relationship between ease of entry and exit and the consumers' perception of service quality.

H1: There is no relationship between ease of entry and exit and the consumers' perception of service quality.

H2. Ease of payment

H0: There is a relationship between ease of payment and the consumers' perception of service quality.

H1: There is no relationship between ease of payment and the consumers' perception of service quality.

H3. Responsive staff

H0: There is a relationship between responsive staff and the consumers' perception of service quality.

H1: There is no relationship between responsive staff and the consumers' perception of service quality.

H4. Clean appearance

H0: There is a relationship between clean appearance and the consumers' perception of service quality.

H1: There is no relationship between clean appearance and the consumers' perception of service quality.

H5. High product quality

H0: There is a relationship between high product quality and the consumers' perception of service quality.

H1: There is no relationship between high quality product and the consumers' perception of service quality.

H6. Extra facilities

H0: There is a relationship between extra facilities and the consumers' perception of service quality.

H1: There is no relationship between extra facilities and the consumers' perception of service quality.

Please be aware that the free essay that you were just reading was not written by us. This essay, and all of the others available to view on the website, were provided to us by students in exchange for services that we offer. This relationship helps our students to get an even better deal while also contributing to the biggest free essay resource in the UK!