The Moderating Effects of Market Orientation in the Relationship Between Supply Chain Integration and Broadband Service Performance: A Case Study in Telekom Malaysia Berhad

The Moderating Effects of Market Orientation in the Relationship Between Supply Chain Integration and Broadband Service Performance: A Case Study in Telekom Malaysia Berhad

The choice of telecommunication service provider in Malaysia is significantly influenced by lifestyle dimensions such as speed, quality, and price. Nevertheless, empirical research on the role of supply chain integration (SCI), market orientation (MO), and broadband service performance (BSP) of fixe...

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Main Author: Syarehan, Hassan @ Md Hassan
Format: Thesis
Language:eng
eng
eng
Published: 2023
Subjects:
TK5101-6720 Telecommunication
Online Access:https://etd.uum.edu.my/10950/1/s94593_01.pdf
https://etd.uum.edu.my/10950/2/s94593_02.pdf
https://etd.uum.edu.my/10950/3/Depositpermission-s94593.pdf
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spelling my-uum-etd.109502024-01-31T08:02:15Z The Moderating Effects of Market Orientation in the Relationship Between Supply Chain Integration and Broadband Service Performance: A Case Study in Telekom Malaysia Berhad 2023 Syarehan, Hassan @ Md Hassan Hasnan, Norlena Othman Yeop Abdullah Graduate School of Business Othman Yeop Abdullah Graduate School of Business TK5101-6720 Telecommunication The choice of telecommunication service provider in Malaysia is significantly influenced by lifestyle dimensions such as speed, quality, and price. Nevertheless, empirical research on the role of supply chain integration (SCI), market orientation (MO), and broadband service performance (BSP) of fixed and mobile broadband services is limited. This study investigates SCI, including supplier integration (SI), customer integration (CI), and internal integration (II) and the relationship between MO and BSP. This study uses a case study approach of a telecommunication company in Malaysia (i.e., Telekom Malaysia Berhad). Both qualitative and quantitative are used in this study. Firstly, in-depth interviews were conducted with three individuals from their top management to get a comprehensive overview of the variables in the study. Next, the results of the interviews led to the development of a questionnaire, which 188 employees of the telecommunications company answered. Data were analyzed using partial least squares-structural equation modeling (PLSSEM). The results reveal that internal integration (II) and customer integration (CI) significantly impact SCI and BSP, inferring the adaptation of supply chain management in the Malaysian telecommunication industry is relatively modest. In addition, the indirect effect of MO on the relationship between SCI and BSP was significant. The findings provide guidelines for telecommunication company to improve their BSP. This study provides significant insights into the moderating role of MO in the association between SCI and BSP among Telecom employees in Malaysia in Malaysia. Hence, it also improved the generalization concerning SCI, MO and BSP through applying resource-based view (RBV) among Telecom employees in Malaysia. It will be more interesting for future research to investigate other SCI elements toward BSP involving more telecommunication companies, or even comparative studies with other telco in different countries. 2023 Thesis https://etd.uum.edu.my/10950/ https://etd.uum.edu.my/10950/1/s94593_01.pdf text eng 2026-09-03 staffonly https://etd.uum.edu.my/10950/2/s94593_02.pdf text eng staffonly https://etd.uum.edu.my/10950/3/Depositpermission-s94593.pdf text eng staffonly other doctoral Universiti Utara Malaysia
institution Universiti Utara Malaysia
collection UUM ETD
language eng
eng
eng
advisor Hasnan, Norlena
topic TK5101-6720 Telecommunication
spellingShingle TK5101-6720 Telecommunication
Syarehan, Hassan @ Md Hassan
The Moderating Effects of Market Orientation in the Relationship Between Supply Chain Integration and Broadband Service Performance: A Case Study in Telekom Malaysia Berhad
description The choice of telecommunication service provider in Malaysia is significantly influenced by lifestyle dimensions such as speed, quality, and price. Nevertheless, empirical research on the role of supply chain integration (SCI), market orientation (MO), and broadband service performance (BSP) of fixed and mobile broadband services is limited. This study investigates SCI, including supplier integration (SI), customer integration (CI), and internal integration (II) and the relationship between MO and BSP. This study uses a case study approach of a telecommunication company in Malaysia (i.e., Telekom Malaysia Berhad). Both qualitative and quantitative are used in this study. Firstly, in-depth interviews were conducted with three individuals from their top management to get a comprehensive overview of the variables in the study. Next, the results of the interviews led to the development of a questionnaire, which 188 employees of the telecommunications company answered. Data were analyzed using partial least squares-structural equation modeling (PLSSEM). The results reveal that internal integration (II) and customer integration (CI) significantly impact SCI and BSP, inferring the adaptation of supply chain management in the Malaysian telecommunication industry is relatively modest. In addition, the indirect effect of MO on the relationship between SCI and BSP was significant. The findings provide guidelines for telecommunication company to improve their BSP. This study provides significant insights into the moderating role of MO in the association between SCI and BSP among Telecom employees in Malaysia in Malaysia. Hence, it also improved the generalization concerning SCI, MO and BSP through applying resource-based view (RBV) among Telecom employees in Malaysia. It will be more interesting for future research to investigate other SCI elements toward BSP involving more telecommunication companies, or even comparative studies with other telco in different countries.
format Thesis
qualification_name other
qualification_level Doctorate
author Syarehan, Hassan @ Md Hassan
author_facet Syarehan, Hassan @ Md Hassan
author_sort Syarehan, Hassan @ Md Hassan
title The Moderating Effects of Market Orientation in the Relationship Between Supply Chain Integration and Broadband Service Performance: A Case Study in Telekom Malaysia Berhad
title_short The Moderating Effects of Market Orientation in the Relationship Between Supply Chain Integration and Broadband Service Performance: A Case Study in Telekom Malaysia Berhad
title_full The Moderating Effects of Market Orientation in the Relationship Between Supply Chain Integration and Broadband Service Performance: A Case Study in Telekom Malaysia Berhad
title_fullStr The Moderating Effects of Market Orientation in the Relationship Between Supply Chain Integration and Broadband Service Performance: A Case Study in Telekom Malaysia Berhad
title_full_unstemmed The Moderating Effects of Market Orientation in the Relationship Between Supply Chain Integration and Broadband Service Performance: A Case Study in Telekom Malaysia Berhad
title_sort moderating effects of market orientation in the relationship between supply chain integration and broadband service performance: a case study in telekom malaysia berhad
granting_institution Universiti Utara Malaysia
granting_department Othman Yeop Abdullah Graduate School of Business
publishDate 2023
url https://etd.uum.edu.my/10950/1/s94593_01.pdf
https://etd.uum.edu.my/10950/2/s94593_02.pdf
https://etd.uum.edu.my/10950/3/Depositpermission-s94593.pdf
_version_ 1794023795717046272

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