Relationships between customer satisfactions and service loyalty: users’ perception on telecommunication service providers in

Abstract

This dissertation reports the results of a yearlong study focused on describing and coming to understand the perceptions of mobile phone users on relationships between customer satisfaction and service loyalty towards telecommunication service providers in Malaysia. This study seeks to contribute to the development of a conceptual framework that integrate service quality, corporate image, price, customer satisfaction, and service loyalty. The study was conducted using based on non probability sampling in Malaysia with focus point is on Klang Valley area. The research sample was selected from a range of demographic elements for processing based on convenience sampling. Methods of data-collection included online questionnaire, and self-administered questionnaire. Quantitative data obtained and the data gathered were being treated by using the statistical software program namely Statistical Package for Social Research (SPSS) version 14.0 for analysis and summarization purposes. In preparation for the study, a comprehensive literature review was performed. The literature review informed the theoretical framework which guided the study. Additional literature, where needed, was introduced through the data collection and analysis processes. The study uncovered that service quality, corporate image, and price are found to act on service loyalty via customer satisfaction. Price has been found to be the most important input to customer satisfaction. It gives implications for differentiated marketing strategies according to the perceived value and type of customer loyalty and summative overview topics for further study.