INTRODUCTION

BMW MALAYSIA
BMW Malaysia Sdn Bhd is a joint venture between Bayerische Motoren Werke (BMW) AG, the world manufacturer of BMW vehicles based in Munich, Germany and Sime Darby Berhad. The establishment of this subsidiary in August 2003 reflects the BMW Group's confidence in the long-term future of Malaysia and its commitment to maintain and extend BMW's leading position in the premium market segment.

BMW Malaysia activities cover the wholesale of BMW cars, spare parts and accessories, as well as the overall planning of sales, marketing, after-sales, and other related activities in Malaysia. Its dealership network covers 14 showrooms and workshops in various cities in Malaysia.

DEFINITION OF CONSUMER BEHAVIOR & CUSTOMER RELATIONSHIP MANAGEMENT AND SUMMARIZATION OF THE RELEVANT THEORIES DISCUSSED

Through the application of sociology, psychology and demographics, marketers can begin to understand why consumers form attitudes and make decisions to purchase. Consumer-behavior studies inform marketers, advertisers and public agencies how product and service selection is influenced by personality, perception, values and beliefs. For marketing, these influences are studied in the context of demographics, which includes ethnicity, age, marital status, size of family, income, education and employment.

Perception

Perception is how information is collected and categorized. Perception is affected by the amount of exposure to a stimulus and by individual interpretation. For example, a consumer who hears-once--that dairy herds contribute to greenhouse gas would not take the statement seriously. If the same consumer encountered that information often and from many sources, then the consumer's attitude toward dairy products might change enough to influence how often the consumer chose yogurt as a breakfast food.

Personality

Personality is a weak component of consumer behavior. Personality means a pattern of behavior founded on an individual's outlook and internal traits. In this use, outlook means point-of-view and traits mean the consumer's usual manner of responding to the environment. An example of outlook is the effect of a recessionary economy on consumer confidence. Examples of traits are introversion or extroversion, ambition or complacency, aggressiveness or timidity and compulsiveness or pragmatism. A consumer whose decision to purchase is influenced by extroversion or compulsiveness, might choose to be less innovative during an economic downturn because confidence is lower.

Values

Values are the consumer's set of standards about conduct that arise from learned culture. A "terminal value" is a long-term goal or role model, as when a consumer strives for a particular lifestyle, such as healthful diet and exercise. An "instrumental" value is a flexible and negotiable action that is exercised daily, such as when a consumer makes a decision to purchase either organic or nonorganic products.

Beliefs

In consumer behavior study, "beliefs" are specific beliefs about products in the marketplace. Consumer belief is a combination of knowledge, emotions and actual actions to purchase or not purchase. For example, if a consumer has a negative or prejudiced set of beliefs about Yugoslavia, then marketing an automobile manufactured in Yugoslavia would have to focus on changing those beliefs.

Attitude

Consumer attitude is a combination of perceptions, values and beliefs. The consumer must first perceive the product and then focus values and beliefs onto the product and make a decision to purchase or not to purchase. Beliefs are more vulnerable to marketing than values are, because beliefs are subject to knowledge and emotion. For example, positive facts can inform a consumer's knowledge about automobile manufacturing in Yugoslavia. A marketer might decide what demographic group can best afford a Yugoslavian automobile and then generate positive emotion by associating the automobile with music toward which that demographic group feels positive.

ANALYSIS PROCESS CONDUCTED BY THE ORGANIZATION, DATA & INFORMATION BEING STUDIED, HOW DATA & INFORMATION IS USED IN ITS BUSINESS STRATEGI

BMW continues to strengthen its brand as a preferred winning the top position in customer service satisfaction levels in Malaysia. Survey results for Malaysia Customer Service Index (CSI) JD Power Asia Pacific 2011 Malaysia found that the main factors contributing to the highest level of customer satisfaction is a communication vehicle to run on time.In addition to the six other major factor is the choice of BMW service quality, taking vehicles, service initiatives, advisory services and facilities provided. Many research that is now entering its ninth year takes into account the level of customer satisfaction among vehicle owners who visit a qualified service center for maintenance or repair work between 12 months to 24 months from the date of vehicle purchase. This survey is to assess the level of new-vehicle owner satisfaction with after-sales service process by examining dealership performance in five factors.

CSI performance is reported as an index score based on 1,000-point scale. Overall average customer satisfaction score in 2011 was 718 points, an increase of eight points compared with 2010. Among the 12 brands included in this review, BMW ranks highest with 804 points and to record excellent performance in vehicle intake factors and service quality. BMW is behind the Mercedes-Benz (799) and Isuzu (770). For the first time both BMW and Mercedes-Benz recorded their names in a position in this 2011 survey.

With this survey also found that the number of customer service that dealers inform them when their vehicle has reached the time for maintenance has increased significantly to 38 percent in 2011, compared with 16 percent in 2010. Among customers who receive advance notice of routine maintenance of the distributor service, satisfaction is 21 points higher than the industry average. According to Executive Director J.D. Power Asia Pacific, Singapore, Mohit Arora, contact the customer for routine maintenance is more value added services commonly performed by dealer service.

CUSTOMER RELATIONSHIP MANAGEMENT BEING IMPLEMENTED.

BMW Service + Repair Inclusive

Professional service, maintenance, and repair for 3 years or 60,000km, whichever comes first. Driving pleasure always starts with a sense of freedom. And to make sure that feeling lasts, you have a guarantee of BMW Service + Repair Inclusive. This exclusive service programme gives you the freedom to enjoy your BMW on any road, at any time. So you can concentrate on the driving pleasure without having to worry about the service and maintenance. The BMW Service + Repair Inclusive is complimentary with any new BMW you acquire from any BMW Authorised Dealer. It is designed so that you can forget about the cost of servicing, maintenance or wear-and-tear of your BMW for the next 3 years or 60,000km, whichever comes first. This programme is available exclusively at BMW Authorised Dealers and BMW Authorised Service Workshops, which simply means that your car is always in excellent hands. It is an assurance that your BMW will always be serviced with precision and that only Original BMW Parts will be used. Of course, the trademark BMW reliability, safety and quality go without saying.

Unlimited value
The freedom that comes with BMW Service + Repair Inclusive is automatically transferred to subsequent owners for the remaining term of validity. This provides you with a decisive advantage when selling your car. Because nothing compares to the feeling of owning a professionally-serviced BMW with the knowledge that all necessary future maintenance is included free of charge.

Benefits of BMW Service + Repair Inclusive at a glance

- Change - Service - Brake - Brake

of engine oil (not including top-ups). / replacement of air filters, microfilters, spark plugs, brake fluid.

pads, front and rear. disc, front and rear. (worn only). wiper blades as part of routine maintenance.

- Clutch

- Windscreen - Vehicle

check and standard services as set out in BMW service booklet in owner's

documentation (chapter : Maintenance summary, Vehicle check).

- Repairs - Valid

beyond warranty covered during programme period.

at any BMW Authorised Service Workshop, provided it is still within the 3-year

validity period, or 60,000km.

- Transferable

to your car's next owner, provided it is still within the 3-year validity

period, or 60,000km.

BMW Fast Lane Service

BMW Fast Lane Service makes sure that it gets back there as soon as possible after a service appointment with your BMW Authorised Service Centre. A wide range of maintenance and service tasks is completed quickly and efficiently while you wait in the customer lounge. You can also make the most of your valuable time using our complimentary Internet access, find out more about Original BMW Accessories and the latest BMW models on display or take advantage of one of the many other facilities on offer (kindly check with our dealers for Fast Lane Service availability). Every BMW Approved Technician knows the most efficient way to perform the tasks on the service schedule. Here is a selection of the tasks we can complete within 120 minutes that is covered under the Fast Lane Service (limited to 3 of the following at any one time):

Oil Service Inspection BMW Routine Maintenance Check Air Conditioning Maintenance Brake pad/disc replacement Exhaust silencer replacement Micro filter replacement Wheel/tyre replacement

Customer Benefits
Easy booking
When you phone to book your BMW in for a service, the Service Department will ask you a few questions about your requirements.This information will determine whether the work can be finished within 90 minutes: if so, you will be offered the option of a Fast Lane Service.With Fast Lane Service, you won't need either Collection and Delivery or a Loan Car. That means we can provide you with an earlier appointment, so you can have your BMW serviced and back on the road sooner.

Making good use of your time

While you are with us you're warmly invited to relax in our customer lounge. Check your email and surf the web via our complementary wireless access. Take a leisurely look at the latest BMW models. Or simply sit back in comfort with a good cup of tea or coffee and read the paper. With Fast Lane Service, attentive staff will help you make the most of the short wait while your BMW is worked on.

Keeping you informed

Because you will be on hand, if our BMW Approved Technicians discover a need for further repair work, they can discuss it straight away with you. If it proves necessary to undertake further work, you will be given the option of making another appointment at a date to suit you or we can continue work on the car immediately.

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SUMMARY & CONCLUSION

There are a few crucial steps that BMW can take in improve customers relations.To improve our relationships with already committed customers . We need to focus on our personal relationships by improving certain aspects such as xing it the rst time, having a friendly staff and the price of our service. We also must improve our functional relationships focusing on xing it right the rst time, clearly explaining our services and having a friendly staff. Since xing it right the rst time and having a friendly staff help explain both personal and functional relationships these are two aspects that we should focus the most heavily on to make sure we sustain and improve customer commitment. Our commitment map shows us that our functional relationships are slightly stronger than our personal relationships. To further improve our customer commitment, we mush focus on adding more convenient locations and making our service times quicker. To advance our customer loyalty, we need to improve the style of our cars and their reliability. Paying attention to household incomes of our customers has proven to be very important. We should focus more of our attention to making sure out wealthier clients are comfortable, while at the same time providing more options for our lower income customers.o BMW should focus on improving dealer commitment with both old and young customers.

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REFERENCE

http://www.ehow.com/about_5162253_definition-consumer-behavior.html http://gambargambarpelik.blogspot.com/2011/09/bmw-raih-kedudukan-tertinggikepuasan.html http://gupea.ub.gu.se/bitstream/2077/3072/1/06-07-53M.pdf http://www.bmw.com.my/com/en/general/services/content.html http://www.bmw.com.my/com/en/general/bmwowners/after_sales/after_sales_02.html

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