Customer satisfaction and customer loyalty to mobile phone services in the federal territory of Labuan

Hamizar Hassan (2013) Customer satisfaction and customer loyalty to mobile phone services in the federal territory of Labuan. Masters thesis, Universiti Malaysia Sabah.


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This dissertation examines the perception of mobile phone users towards service providers in the Federal Territory of Labuan. It aims to determine the relationship between influencing factors, customer satisfaction as the mediator and customer loyalty with age as the moderator. The researcher seeks to contribute to the development of theoretical framework that relates to the above factors. The literatures suggest that the issue of perceptions of mobile phone services can be investigated from the perspective of the mobile phone users. Hence, convenience samplings approach has been used to measure the relationship between the variables involved. A research framework has been developed in the dissertation to illustrate the relationship involved between influencing factors (service quality, price and perceived value), customer satisfaction and customer loyalty. A questionnaire survey was conducted to 213 mobile phone users with various demographic backgrounds in the Federal Territory of Labuan. The data collected was analysed and summarized by using Statistical Package for Social Sciences (SPSS) Version 21. Three independent variables namely service quality, price and perceived value was used to measure the significant relationship with customer satisfaction (mediator), customer loyalty (dependent variables) and age (moderator). The study found that service quality is the important factor for determining customer satisfaction and customer loyalty, while price is vice versa. Likewise, perceived value is the determining factor in customer satisfaction but not towards customer loyalty. Meanwhile, age is a good moderator between customer satisfaction and customer loyalty with mature users is having high satisfaction and loyalty compared to young generation. Hence, it is important for the service providers to focus on the retaining customers and managing customers' relationship efficiently rather than seeking new customers for the future advancement and profitability growth of the companies.

Item Type: Thesis (Masters)
Uncontrolled Keywords: perception, mobile phone, service provider, customer satisfaction, customer loyalty, SPSS
Subjects: H Social Sciences > HF Commerce
Divisions: SCHOOL > School of Business and Economics
Date Deposited: 17 Apr 2014 06:26
Last Modified: 12 Oct 2017 03:12

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