The Effects of Corporate Reputation on the Competitiveness of Malaysian Telecommunication Service Providers
The competition for customers among telecommunication firms in Malaysia is fierce. The competition among them is not only limited to new customers but also to the respective customer base. In this fiercely competitive environment, existing customers are frequently exposed to offers and counter off...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English English |
| Published: |
2009
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| Online Access: | http://psasir.upm.edu.my/id/eprint/7253/1/The%20Effects%20of%20Corporate%20Reputation%20on%20the%20Competitiveness%20of%20Malaysian%20Telecommunication%20Service%20Providers.pdf http://psasir.upm.edu.my/id/eprint/7253/ http://www.ccsenet.org/journal/index.php/ijbm/article/view/1771 |
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| Institution: | Universiti Putra Malaysia |
| Language: | English English |
| Summary: | The competition for customers among telecommunication firms in Malaysia is fierce. The competition among them is
not only limited to new customers but also to the respective customer base. In this fiercely competitive environment,
existing customers are frequently exposed to offers and counter offers from the competing firms. At the same time
various persuasive messages being made to encourage customers to switch their service provider. Perhaps the corporate
reputation of a firm could provide certain competitive edge which could ensure the growth and survival of a firm into
the future amid the highly competitive environment. This study attempts to assess the influence of corporate reputation
of the firms on their competitive advantage in the market from the customers’ perspective. The study sampled 600
individual customers who have been using the mobile service at a minimum of three years. The selected respondents
have been experiencing the service provided by more than one telecommunication operators. The data were collected
using self-administered questionnaires and analyzed using Structural Equation Modeling (SEM) in AMOS 6.0. The
study found that the direct impact of firms’ corporate reputation on their competitive advantage in the market is not
significant at |
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