Modelling Customer Loyalty Among Mobile Telecommunication Users


Syed Kamaruzaman, Sharifah Nurul Aida (2017) Modelling Customer Loyalty Among Mobile Telecommunication Users. Masters thesis, Multimedia University.

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The objective of this study is to understand the factors that can contribute to customer loyalty in telecommunication service provider in Malaysia. There is an intense competition between telecommunication industries in Malaysia that these industries are focusing on customer loyalty. 250 questionnaires were distributed but only 200 questionnaires are fully completed. The data were collected using a survey among 200 respondents from Kuala Lumpur and Selangor area. The data were analyzed using SPSS and the results show that there is a significant effect on customer satisfaction, switching cost, service quality and customer loyalty. However, there is no significant effect on corporate image and customer loyalty. The future implications and conclusions are discussed.

Item Type: Thesis (Masters)
Additional Information: Call No.: HF5415.32 .S53 2017
Uncontrolled Keywords: Brand loyalty
Subjects: H Social Sciences > HF Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products
Divisions: Graduate School of Management (GSM)
Depositing User: Ms Nurul Iqtiani Ahmad
Date Deposited: 30 Oct 2017 10:29
Last Modified: 30 Oct 2017 10:29


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