Cover Image

The unique antecedents of customer loyalty towards mobile service

Customer loyalty has been highly sought topic to enable growth and competitiveness enhancement in current market situation. The increase of telecommunication sector in the country had influence mobile service providers competing with each other to become a major service provider. Specifically, there...

Full description

Saved in:
Bibliographic Details
Main Author: Mah, Pei Yew
Format: Thesis
Language:English
English
Published: 2017
Subjects:
HF5415.33 Consumer Behavior.
Online Access:http://etd.uum.edu.my/7361/
Tags: Add Tag
No Tags, Be the first to tag this record!
id my.uum.etd.7361
record_format eprints
spelling my.uum.etd.73612021-05-10T01:01:07Z http://etd.uum.edu.my/7361/ The unique antecedents of customer loyalty towards mobile service Mah, Pei Yew HF5415.33 Consumer Behavior. Customer loyalty has been highly sought topic to enable growth and competitiveness enhancement in current market situation. The increase of telecommunication sector in the country had influence mobile service providers competing with each other to become a major service provider. Specifically, there is an issue when the number of mobile cellular subscriptions and penetration rate in Malaysia had declined in the first quarter of 2017 compared to 2016. Customer loyalty is important in increasing profitability and continued survival in competitive market. There are limited studies conducted in Malaysia on customer loyalty towards mobile service providers. This study tries to fill the contextual gap by investigating the effects of independent variables and the mediating effects of satisfaction. Additionally, this study intends to investigate perceived quality, corporate image, perceived value, satisfaction that influence customer loyalty and perceived quality, corporate image, perceived value that influence satisfaction. It also aims to examine the influence of satisfaction as a mediator between perceived quality, corporate image, perceived value and customer loyalty. A total of 531 questionnaires were distributed and 431 questionnaires were obtained and usable. Partial Least Squares 2.0 (PLS) was used to analyze the data. The findings indicate that perceived quality does not influence customer loyalty, whereby corporate image, perceived value and satisfaction influence customer loyalty. Meanwhile, perceived quality, corporate image and perceived value also have strong relationship on satisfaction. Satisfaction also mediates the relationship between perceived quality, corporate image, perceived value and customer loyalty. The outcome of this study can be used by service providers to enhance and improve customer loyalty in the context of mobile service providers. The findings extend researchers’ understanding of predictors that influence customer loyalty in mobile service providers in Malaysia. 2017 Thesis NonPeerReviewed text en /7361/1/s821964_01.pdf text en /7361/2/s821964_02.pdf Mah, Pei Yew (2017) The unique antecedents of customer loyalty towards mobile service. Masters thesis, Universiti Utara Malaysia.
institution Universiti Utara Malaysia
building UUM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Utara Malaysia
content_source UUM Electronic Theses
url_provider http://etd.uum.edu.my/
language English
English
topic HF5415.33 Consumer Behavior.
spellingShingle HF5415.33 Consumer Behavior.
Mah, Pei Yew
The unique antecedents of customer loyalty towards mobile service
description Customer loyalty has been highly sought topic to enable growth and competitiveness enhancement in current market situation. The increase of telecommunication sector in the country had influence mobile service providers competing with each other to become a major service provider. Specifically, there is an issue when the number of mobile cellular subscriptions and penetration rate in Malaysia had declined in the first quarter of 2017 compared to 2016. Customer loyalty is important in increasing profitability and continued survival in competitive market. There are limited studies conducted in Malaysia on customer loyalty towards mobile service providers. This study tries to fill the contextual gap by investigating the effects of independent variables and the mediating effects of satisfaction. Additionally, this study intends to investigate perceived quality, corporate image, perceived value, satisfaction that influence customer loyalty and perceived quality, corporate image, perceived value that influence satisfaction. It also aims to examine the influence of satisfaction as a mediator between perceived quality, corporate image, perceived value and customer loyalty. A total of 531 questionnaires were distributed and 431 questionnaires were obtained and usable. Partial Least Squares 2.0 (PLS) was used to analyze the data. The findings indicate that perceived quality does not influence customer loyalty, whereby corporate image, perceived value and satisfaction influence customer loyalty. Meanwhile, perceived quality, corporate image and perceived value also have strong relationship on satisfaction. Satisfaction also mediates the relationship between perceived quality, corporate image, perceived value and customer loyalty. The outcome of this study can be used by service providers to enhance and improve customer loyalty in the context of mobile service providers. The findings extend researchers’ understanding of predictors that influence customer loyalty in mobile service providers in Malaysia.
format Thesis
author Mah, Pei Yew
author_facet Mah, Pei Yew
author_sort Mah, Pei Yew
title The unique antecedents of customer loyalty towards mobile service
title_short The unique antecedents of customer loyalty towards mobile service
title_full The unique antecedents of customer loyalty towards mobile service
title_fullStr The unique antecedents of customer loyalty towards mobile service
title_full_unstemmed The unique antecedents of customer loyalty towards mobile service
title_sort unique antecedents of customer loyalty towards mobile service
publishDate 2017
url http://etd.uum.edu.my/7361/
_version_ 1701165229491093504
score 13.211869

Similar Items