Customer satisfaction and loyalty on service provided by Malaysian telecommunication companies

Peng Kee Chang, H. L. Chong

Research output: Chapter in Book/Report/Conference proceedingConference contribution

8 Citations (Scopus)

Abstract

Customer loyalty has been largely treated as either repurchase behaviour or an attitudinal component attached with repurchase behaviour. However, many researchers have recognized the problem to associate customer loyalty as solely repurchase behaviour because measures do not distinguish spuriously loyal customers. This empirical study on users' percep-ion integrated the role of customer loyalty within the context of other service marketing variables like service quality and customer satisfaction, besides corporate image and pricing strategy. The research objectives of the study are to investigate (1) the determinants of perceived service quality, corporate image and price and which is more significantly affecting customer satisfaction; and (2) the effect of customers' satisfaction on service loyalty of telecommunication service providers. This study seeks to contribute to the development of a conceptual framework that integrate service quality, corporate image, price, customer satisfaction, and service loyalty. As a result, a survey of consumers was conducted to provide insight into these issues in Malaysian context. Two hundred forty one replies were received from an on-line survey. The research findings showed service quality, corporate image, and price were predictors of customer satisfaction. Nonetheless, there was a trade-off between price and service quality in terms of customer satisfaction. Among the predictors, price had been identified to have the most impact. There were also evidences showing that customer satisfaction performed a mediating role on the link among service quality, corporate image and price towards service loyalty. In conclusion, the results demonstrated the importance of improving the quality management of mobile phone services. It showed that customer satisfaction was dependent on the perceived level of quality delivered. This study of the mobile telephone market in Malaysia supported the contention in the general marketing literature that the main factor creating and improving customer loyalty is customer satisfaction. This study gives implications for differentiated marketing strategies according to the perceived value and type of customer loyalty.

Original languageEnglish
Title of host publicationProceedings of the 2011 International Conference on Electrical Engineering and Informatics, ICEEI 2011
DOIs
Publication statusPublished - 2011
Event2011 International Conference on Electrical Engineering and Informatics, ICEEI 2011 - Bandung
Duration: 17 Jul 201119 Jul 2011

Other

Other2011 International Conference on Electrical Engineering and Informatics, ICEEI 2011
CityBandung
Period17/7/1119/7/11

Fingerprint

Customer satisfaction
Telecommunication
Industry
Marketing
Telecommunication services
Quality management
Mobile phones
Telephone
Quality of service
Ions

Keywords

  • customer satisfaction
  • Mobile communication
  • service loyalty
  • telecommunication service provider

ASJC Scopus subject areas

  • Information Systems
  • Electrical and Electronic Engineering

Cite this

Chang, P. K., & Chong, H. L. (2011). Customer satisfaction and loyalty on service provided by Malaysian telecommunication companies. In Proceedings of the 2011 International Conference on Electrical Engineering and Informatics, ICEEI 2011 [6021730] https://doi.org/10.1109/ICEEI.2011.6021730

Customer satisfaction and loyalty on service provided by Malaysian telecommunication companies. / Chang, Peng Kee; Chong, H. L.

Proceedings of the 2011 International Conference on Electrical Engineering and Informatics, ICEEI 2011. 2011. 6021730.

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Chang, PK & Chong, HL 2011, Customer satisfaction and loyalty on service provided by Malaysian telecommunication companies. in Proceedings of the 2011 International Conference on Electrical Engineering and Informatics, ICEEI 2011., 6021730, 2011 International Conference on Electrical Engineering and Informatics, ICEEI 2011, Bandung, 17/7/11. https://doi.org/10.1109/ICEEI.2011.6021730
Chang PK, Chong HL. Customer satisfaction and loyalty on service provided by Malaysian telecommunication companies. In Proceedings of the 2011 International Conference on Electrical Engineering and Informatics, ICEEI 2011. 2011. 6021730 https://doi.org/10.1109/ICEEI.2011.6021730
Chang, Peng Kee ; Chong, H. L. / Customer satisfaction and loyalty on service provided by Malaysian telecommunication companies. Proceedings of the 2011 International Conference on Electrical Engineering and Informatics, ICEEI 2011. 2011.
@inproceedings{70aa5355db7948ae875186a920c4634a,
title = "Customer satisfaction and loyalty on service provided by Malaysian telecommunication companies",
abstract = "Customer loyalty has been largely treated as either repurchase behaviour or an attitudinal component attached with repurchase behaviour. However, many researchers have recognized the problem to associate customer loyalty as solely repurchase behaviour because measures do not distinguish spuriously loyal customers. This empirical study on users' percep-ion integrated the role of customer loyalty within the context of other service marketing variables like service quality and customer satisfaction, besides corporate image and pricing strategy. The research objectives of the study are to investigate (1) the determinants of perceived service quality, corporate image and price and which is more significantly affecting customer satisfaction; and (2) the effect of customers' satisfaction on service loyalty of telecommunication service providers. This study seeks to contribute to the development of a conceptual framework that integrate service quality, corporate image, price, customer satisfaction, and service loyalty. As a result, a survey of consumers was conducted to provide insight into these issues in Malaysian context. Two hundred forty one replies were received from an on-line survey. The research findings showed service quality, corporate image, and price were predictors of customer satisfaction. Nonetheless, there was a trade-off between price and service quality in terms of customer satisfaction. Among the predictors, price had been identified to have the most impact. There were also evidences showing that customer satisfaction performed a mediating role on the link among service quality, corporate image and price towards service loyalty. In conclusion, the results demonstrated the importance of improving the quality management of mobile phone services. It showed that customer satisfaction was dependent on the perceived level of quality delivered. This study of the mobile telephone market in Malaysia supported the contention in the general marketing literature that the main factor creating and improving customer loyalty is customer satisfaction. This study gives implications for differentiated marketing strategies according to the perceived value and type of customer loyalty.",
keywords = "customer satisfaction, Mobile communication, service loyalty, telecommunication service provider",
author = "Chang, {Peng Kee} and Chong, {H. L.}",
year = "2011",
doi = "10.1109/ICEEI.2011.6021730",
language = "English",
isbn = "9781457707520",
booktitle = "Proceedings of the 2011 International Conference on Electrical Engineering and Informatics, ICEEI 2011",

}

TY - GEN

T1 - Customer satisfaction and loyalty on service provided by Malaysian telecommunication companies

AU - Chang, Peng Kee

AU - Chong, H. L.

PY - 2011

Y1 - 2011

N2 - Customer loyalty has been largely treated as either repurchase behaviour or an attitudinal component attached with repurchase behaviour. However, many researchers have recognized the problem to associate customer loyalty as solely repurchase behaviour because measures do not distinguish spuriously loyal customers. This empirical study on users' percep-ion integrated the role of customer loyalty within the context of other service marketing variables like service quality and customer satisfaction, besides corporate image and pricing strategy. The research objectives of the study are to investigate (1) the determinants of perceived service quality, corporate image and price and which is more significantly affecting customer satisfaction; and (2) the effect of customers' satisfaction on service loyalty of telecommunication service providers. This study seeks to contribute to the development of a conceptual framework that integrate service quality, corporate image, price, customer satisfaction, and service loyalty. As a result, a survey of consumers was conducted to provide insight into these issues in Malaysian context. Two hundred forty one replies were received from an on-line survey. The research findings showed service quality, corporate image, and price were predictors of customer satisfaction. Nonetheless, there was a trade-off between price and service quality in terms of customer satisfaction. Among the predictors, price had been identified to have the most impact. There were also evidences showing that customer satisfaction performed a mediating role on the link among service quality, corporate image and price towards service loyalty. In conclusion, the results demonstrated the importance of improving the quality management of mobile phone services. It showed that customer satisfaction was dependent on the perceived level of quality delivered. This study of the mobile telephone market in Malaysia supported the contention in the general marketing literature that the main factor creating and improving customer loyalty is customer satisfaction. This study gives implications for differentiated marketing strategies according to the perceived value and type of customer loyalty.

AB - Customer loyalty has been largely treated as either repurchase behaviour or an attitudinal component attached with repurchase behaviour. However, many researchers have recognized the problem to associate customer loyalty as solely repurchase behaviour because measures do not distinguish spuriously loyal customers. This empirical study on users' percep-ion integrated the role of customer loyalty within the context of other service marketing variables like service quality and customer satisfaction, besides corporate image and pricing strategy. The research objectives of the study are to investigate (1) the determinants of perceived service quality, corporate image and price and which is more significantly affecting customer satisfaction; and (2) the effect of customers' satisfaction on service loyalty of telecommunication service providers. This study seeks to contribute to the development of a conceptual framework that integrate service quality, corporate image, price, customer satisfaction, and service loyalty. As a result, a survey of consumers was conducted to provide insight into these issues in Malaysian context. Two hundred forty one replies were received from an on-line survey. The research findings showed service quality, corporate image, and price were predictors of customer satisfaction. Nonetheless, there was a trade-off between price and service quality in terms of customer satisfaction. Among the predictors, price had been identified to have the most impact. There were also evidences showing that customer satisfaction performed a mediating role on the link among service quality, corporate image and price towards service loyalty. In conclusion, the results demonstrated the importance of improving the quality management of mobile phone services. It showed that customer satisfaction was dependent on the perceived level of quality delivered. This study of the mobile telephone market in Malaysia supported the contention in the general marketing literature that the main factor creating and improving customer loyalty is customer satisfaction. This study gives implications for differentiated marketing strategies according to the perceived value and type of customer loyalty.

KW - customer satisfaction

KW - Mobile communication

KW - service loyalty

KW - telecommunication service provider

UR - http://www.scopus.com/inward/record.url?scp=80054018052&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=80054018052&partnerID=8YFLogxK

U2 - 10.1109/ICEEI.2011.6021730

DO - 10.1109/ICEEI.2011.6021730

M3 - Conference contribution

SN - 9781457707520

BT - Proceedings of the 2011 International Conference on Electrical Engineering and Informatics, ICEEI 2011

ER -