Customer Satisfaction Model for Mobile Phone Service Providers in Malaysia

Jastini Mohd Jamil, Mohd Kamal Mohd Nawawi, Razamin Ramli

Abstract


This paper presents the investigation on the effect of image, customer expectation, perceived quality and perceived value on customer satisfaction of mobile phone providers in Malaysia. Then, exploration on the effect of image and customer satisfaction on customer loyalty is also described. Data is gathered through online questionnaire distributed to international students in a selected public university in Malaysia. Partial Least Squares Structural Equation Modeling (PLS-SEM) has been used to analyze the data. The results found that image and perceived quality have significant impact on customer satisfaction with the regression coefficient values of 0.398 and 0.382 respectively. Image and customer satisfaction were also found to have significantly related to customer loyalty with the regression coefficient values of 0.378 and 0.409 respectively. On the other hand, there is no significant impact found between customer expectation and customer satisfaction, perceived value with customer satisfaction, and customer expectation with perceived value.

Keywords


Customer Loyalty; Customer Satisfaction; Mobile Phone Provider; Partial Least Squares;

Full Text:

PDF

References


A.S. Dick and K. Basu, “Customer loyalty: Toward an integrated conceptual framework,” Journal of the Academy of Marketing Science, 22, 99–113. 1994.

C. Flavian and M. Guinaliu, “Consumer trust, perceived security and privacy policy three basic elements of loyalty to a website,” Journal of Industrial Management & Data System, 106, 601–620. 2006.

P. Kotler, Marketing Management. Upper Saddle River: Prentice all.

J. Ganesh, M.J. Arnold, and K.E. Reynolds, K. E. “Understanding the customer base of service providers: An examination of the differences between switchers and stayers,” The Journal of Marketing, 65-87. 2000.

M. Achour, N.P. Md Said, and A. Boerhannoeddin, “Customer loyalty:

The case of mobile phone users in Universiti Utara Malaysia,”International Journal of Management Studies, 18(2), 43-66. 2011.

P.K. Chang and H.L. Chong, “Customer satisfaction and loyalty on service provided by Malaysian telecommunication companies”, in

Proceedings of Int. Conf. Electr. Eng. Informatics. 2011.

S.P. Loke, A.A. Taiwo, H.M. and A.G. Downe, “Service quality and customer satisfaction in a telecommunication service provider”, in Proceedings of Int. Conf. Financ. Manag. Econ. 24–29. 2011.

S. Rahman, A. Haque, and M.I.S. Ahmad, “Exploring influencing factors for the selection of mobile phone service providers: A structural equation modeling (SEM) approach on Malaysian consumers,” African Journal of Business Management, 4(13), 2885-2898. 2010.

Malaysia Communication and Multimedia Commission, Consumer

Satisfaction Survey, 2011.

M.D. Johnson, A. Gustafsson, T.W. Andreassen, L. Lervik, and J. Cha,“The evolution and future of national customer satisfaction index models,” Journal of Economic Psychology, 22(2), 217–245. 2001.

C. Fornell, “A national customer satisfaction barometer: The Swedish experience,” Journal of Marketing, 1(1), 6–21. 1992.

T.K. Chien, T.H. Chang, and C.T. Su, C.-T, “Did your efforts really win customers’ satisfaction?,” Industrial Management & Data Systems, 103(4), 253–262. 2003.

J.A. Eklöf and A.H. Westlund, “The pan-European customer satisfaction index programme—current work and the way ahead.” Total Quality Management, 13(8), 1099–1106. 2002.

M. Saunders, P. Lewis, and A. Thornhill, Research Methods for Business Students. Harlow FT: Prentice Hall. 2003.

Y.K. Dwivedi, J. Choudrie, and W.P. Brinkman, “Development of a survey instrument to examine consumer adoption of broadband,”Industrial Management and Data Systems, 106(5), 700-718. 2006.

J. Hulland, “Use of partial least squares (PLS) in strategic management research: A review of four recent studies,” Strategic Management Journal, 20(2), 195-204. 1999.

E.G. Carmines and R.A. Zeller, “Reliability and validity assessment,”Sage University Paper Series on Quantitative Applications in the Social Sciences, 7-17, Beverly Hills: Sage. 1979.

H.F. Kaiser, “An index of factorial simplicity,” Psychometrika, 39(1), 31-36. 1974.

C. Fornell and J. Cha, “Partial least squares,” in R.P. Bagozzi (Ed.), Advanced Methods of Marketing Research, 52-78. Cambridge:

Blackwell. 1994.


Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution 3.0 License.

ISSN: 2180-1843

eISSN: 2289-8131