The effect of service quality, satisfaction and loyalty toward customer retention in the telecommunication industry

• Main Authors: Voon, S. C., Md. Husin, M.
• Format: Article
• Published: Human Resource Management Academic Research Society 2020
• Subjects: HB615-715 Entrepreneurship. Risk and uncertainty. Property
• Online Access: http://eprints.utm.my/id/eprint/93498/; http://dx.doi.org/10.6007/IJARBSS/v10-i9/7496
• Institution: Universiti Teknologi Malaysia

Telecommunication industry becomes more competitive, and mobile service providers are facing challenges in maintaining their customer. As a customer plays a vital role in business growth, a company must retain their customer. Thus, the purpose of this research is to examine the effect of service quality, satisfaction and loyalty towards customer retention a telecommunication industry in Malaysia. Data has been collected using a survey questionnaire and analyzed using SPSS and Smart-PLS. Six of the hypotheses were supported. Customer satisfaction has been found to have a significant relationship with customer loyalty. Service quality, which was measured using the network, customer service, and pricing structure, has been found to have a significant relationship with customer satisfaction. Research implications and recommendations are further discussed.