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Customer's awareness has become an important elementtowards business development as it will lead them tobe satisfied to the products and services offered.Previous research indicated that most dominant factorthat influenced customer's awareness is knowledge;followed by information, demography, and intention ordesire. Therefore, this study intended to examine therelationship of independent variables(knowledge,customer intention or desire and demography) tocustomer awareness towards fund management companies.A total of 150 respondents were selected as samplesand they were evaluated on their awareness to theproducts and services provided by the companies. Theresults of the study illustrate that the threeindependent variables are significant and positivelyrelated to customer awareness. Knowledge anddemography factor provide the highest impact oncustomer awareness. Overall, its can be concludedthat customer's are fairly aware to the products andservices provided.
About the author
Nadia Hezlin Yashaiya (main author) is the alumni of MBA program of School of Management, Universiti Sains Malaysia. Currently she is working as a lecturer at a private college in Kuala Lumpur. Anees Janee Ali, PhD (aneesali15@yahoo.com) is a lecturer at School of Management, Universiti Sains Malaysia.
