Determinant factors of customer loyalty towards telecommunications services in Malaysia
Focusing on the determinant factors of customer loyalty towards telecommunications services in Malaysia, this study specifically examined the relationships of switching cost, trust, inertia, and zone of tolerance with customer loyalty as well as the moderating role of zone of tolerance in these rela...
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| Format: | Thesis |
| Language: | eng eng eng |
| Published: |
2021
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| Subjects: | |
| Online Access: | https://etd.uum.edu.my/10777/1/Grant%20the%20permission_s93898.pdf https://etd.uum.edu.my/10777/2/s93898_01.pdf https://etd.uum.edu.my/10777/3/s93898_02.pdf |
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| Summary: | Focusing on the determinant factors of customer loyalty towards telecommunications services in Malaysia, this study specifically examined the relationships of switching cost, trust, inertia, and zone of tolerance with customer loyalty as well as the moderating role of zone of tolerance in these relationships. These hypothesised relationships were tested using Partial Least Squares – Structural Equation Modelling (PLS-SEM) based on the survey responses of 543 undergraduate students in Malaysian public universities. Based on the results, the relationships of trust, inertia, and zone of tolerance with customer loyalty were found positive and significant. This study also demonstrated the insignificant relationship between switching cost and customer loyalty. Furthermore, zone of tolerance was found to moderate the significant relationships of trust and inertia with customer loyalty, but did not moderate the significant relationship between switching cost and customer loyalty. The findings in this study are valuable to both academics and industry in planning marketing research and developing services and new policies that are deemed valuable for higher level of customer loyalty. It is recommended for future research to add more variables or constructs as determinant factors of customer loyalty to establish a more framework for other types of services and industries |
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