Study on Factors Affecting Customer Satisfaction in Mobile Telecommunication Industry in Malaysia
Nurdaulet Nurysh1, Navaz Naghavi2, Benjamin Chan Yin Fah3
1Nurdaulet Nurysh, Faculty of Business & Management, Asia Pacific University of Technology & Innovation, Malaysia.
2Navaz Naghavi, Faculty of Business & Management, Asia Pacific University of Technology & Innovation, Malaysia.
3Benjamin Chan Yin Fah, Faculty of Business & Management, Asia Pacific University of Technology & Innovation, Malaysia.
Manuscript received on 06 February 2019 | Revised Manuscript received on 12 February 2019 | Manuscript Published on 19 February 2019 | PP: 299-306 | Volume-7 Issue-5S January 2019 | Retrieval Number: ES2159017519/19©BEIESP
Open Access | Editorial and Publishing Policies | Cite | Mendeley | Indexing and Abstracting
© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: The wireless telecommunication industry in Malaysia demonstrates evident signs of a consistently changes in industry paradigm and signs of moving market. Since the rapid growth of wireless technologies and high demand of consumers for more advanced wireless services, the standard of wireless telecommunication services is moving from voice-centered communication to a series of the high-speed data communication and multimedia. This study is an acknowledgement to the request by previous researchers on the need to examine the important factors such as perceived value and service quality that can directly affect the customer satisfaction in Malaysian mobile phone operator. The moderating effect of attractiveness of alternatives has been also tested between variables. Therefore, the empirical findings, which are based on quantitative research and further multiple regression analysis, shows that both perceived value and service quality has positive relationship towards customer satisfaction. But, the moderator was found that the interaction of both variables with Attractiveness of alternatives has no effect to improve or enhance the satisfaction.
Keywords: Customer Satisfaction, Service Quality, Perceived Value, Attractiveness of Alternatives, Multiple Regression analysis.
Scope of the Article: Mobile Computing