A Study on Factors Influencing Brand Loyalty in Mobile Service Providers Among College of Business Students of Universiti Utara Malaysia

A Study on Factors Influencing Brand Loyalty in Mobile Service Providers Among College of Business Students of Universiti Utara Malaysia

Mobile phones have become a necessity in human life. This is due to technological advances that allow people to communicate with each other anywhere and at any time. This also contributes to the increase in the telecommunication sector of the country. Leading telecommunication companies are now comp...

Full description

Saved in:
Bibliographic Details
Main Author: Reena, Mohamad Nasir
Format: Thesis
Language:eng
eng
Published: 2012
Subjects:
TK5101-6720 Telecommunication
Online Access:https://etd.uum.edu.my/3028/1/Reena_Mohamad_Nasir.pdf
https://etd.uum.edu.my/3028/3/Reena_Mohamad_Nasir.pdf
Tags: Add Tag
No Tags, Be the first to tag this record!
id my-uum-etd.3028
record_format uketd_dc
institution Universiti Utara Malaysia
collection UUM ETD
language eng
eng
advisor Suryasaputra, Ruswiati
topic TK5101-6720 Telecommunication
spellingShingle TK5101-6720 Telecommunication
Reena, Mohamad Nasir
A Study on Factors Influencing Brand Loyalty in Mobile Service Providers Among College of Business Students of Universiti Utara Malaysia
description Mobile phones have become a necessity in human life. This is due to technological advances that allow people to communicate with each other anywhere and at any time. This also contributes to the increase in the telecommunication sector of the country. Leading telecommunication companies are now competing with each other to become a major provider and attract more customers. This situation also will lead the customers often switch from one provider to another provider to get the best service. As competition is increasing among the companies, it is necessary for them to know about the customers’ perception on price, service quality, promotions, and trends that play a vital role in choosing the mobile service providers. This study aims to find out what are critical factors that play an important role to select the telecommunication service provider. This study was conducted among College of Business students of Universiti Utara Malaysia. The data is processed by using quantititave analysis. The method used in analyzed the data are Descriptive Analysis and Multiple Regression Analysis as there are four variables involved in this study, which are price, service quality, promotions, and trends. The results provides a comprehensive analysis of the important factors for the customer to select the mobile service providers. The analysis confirms that the significant positive relationship of trends towards brand loyalty. It will be a great challenge for the service providers to prepare their strategic plan in maintaining customer loyalty, and at the same time expending their customer base. In conclusion, the mobile service providers should emphasize the factor such as trends that can maintain customer loyalty as customers today are more intelligent and smart.
format Thesis
qualification_name masters
qualification_level Master's degree
author Reena, Mohamad Nasir
author_facet Reena, Mohamad Nasir
author_sort Reena, Mohamad Nasir
title A Study on Factors Influencing Brand Loyalty in Mobile Service Providers Among College of Business Students of Universiti Utara Malaysia
title_short A Study on Factors Influencing Brand Loyalty in Mobile Service Providers Among College of Business Students of Universiti Utara Malaysia
title_full A Study on Factors Influencing Brand Loyalty in Mobile Service Providers Among College of Business Students of Universiti Utara Malaysia
title_fullStr A Study on Factors Influencing Brand Loyalty in Mobile Service Providers Among College of Business Students of Universiti Utara Malaysia
title_full_unstemmed A Study on Factors Influencing Brand Loyalty in Mobile Service Providers Among College of Business Students of Universiti Utara Malaysia
title_sort study on factors influencing brand loyalty in mobile service providers among college of business students of universiti utara malaysia
granting_institution Universiti Utara Malaysia
granting_department Othman Yeop Abdullah Graduate School of Business
publishDate 2012
url https://etd.uum.edu.my/3028/1/Reena_Mohamad_Nasir.pdf
https://etd.uum.edu.my/3028/3/Reena_Mohamad_Nasir.pdf
_version_ 1747827483638497280
spelling my-uum-etd.30282016-04-20T07:47:42Z A Study on Factors Influencing Brand Loyalty in Mobile Service Providers Among College of Business Students of Universiti Utara Malaysia 2012-06 Reena, Mohamad Nasir Suryasaputra, Ruswiati Othman Yeop Abdullah Graduate School of Business Othman Yeop Abdullah Graduate School of Business TK5101-6720 Telecommunication Mobile phones have become a necessity in human life. This is due to technological advances that allow people to communicate with each other anywhere and at any time. This also contributes to the increase in the telecommunication sector of the country. Leading telecommunication companies are now competing with each other to become a major provider and attract more customers. This situation also will lead the customers often switch from one provider to another provider to get the best service. As competition is increasing among the companies, it is necessary for them to know about the customers’ perception on price, service quality, promotions, and trends that play a vital role in choosing the mobile service providers. This study aims to find out what are critical factors that play an important role to select the telecommunication service provider. This study was conducted among College of Business students of Universiti Utara Malaysia. The data is processed by using quantititave analysis. The method used in analyzed the data are Descriptive Analysis and Multiple Regression Analysis as there are four variables involved in this study, which are price, service quality, promotions, and trends. The results provides a comprehensive analysis of the important factors for the customer to select the mobile service providers. The analysis confirms that the significant positive relationship of trends towards brand loyalty. It will be a great challenge for the service providers to prepare their strategic plan in maintaining customer loyalty, and at the same time expending their customer base. In conclusion, the mobile service providers should emphasize the factor such as trends that can maintain customer loyalty as customers today are more intelligent and smart. 2012-06 Thesis https://etd.uum.edu.my/3028/ https://etd.uum.edu.my/3028/1/Reena_Mohamad_Nasir.pdf text eng validuser https://etd.uum.edu.my/3028/3/Reena_Mohamad_Nasir.pdf text eng public masters masters Universiti Utara Malaysia About Us (n.d.). Retrieved on February 13, 2012 from Digi Website : http://www.digi.com.my About Us (n.d.). Retrieved on February 13, 2012 from Maxis Website : http://www.maxis.com.my Achour, M., Said, N. P. M., & Boerhannueddin, A. (n.d.). Customer Loyalty : The Case of Mobile Phone Users in Universiti Utara Malaysia. Acquisition and Retention Study (2009). How to Generate Customer Loyalty in Mobile Markets. Global Summary Report. Nokia Siemens Networks. Akbar, M. M. & Parvez, N. (2009). Impact of Service Quality, Trust, and Customer Satisfaction on Customer Loyalty. ABAC Journal Volume 29, No. 1, pp. 24-38. Al-Tamimi, W. S., Hasoneh, A. I., & Rezqallah, I. E. L. (2009). Service – Profit Chain Analysis in the Telecommunications Sector Jordanian Perspective on The Mobile Sub-Sector : “The Case of Orange Mobile”. European Journal of Economics, Finance and Administrative Sciences. Issue 17. Alvarez, B. & Casielles, R. V. (2005). Consumer Evaluations of Sales Promotion: The Effect on Brand Choice. European Journal of Marketing. Vol. 39 (1/2), 54-70. An Oracle White Paper (2011). Mobile Trends : Consumer Attitudes Toward Mobile Operators. Oracle ATG Webcommerce. Ariff, M. S. M., Zakuan, N., Ming, G. W., Ishak, N., & Ismail, K. (n.d.). Antecedents of Customer Loyalty in Mobile Telecommunication Services. Aydin, S. & Ozer, G. (2005). How Switching Cost Affect Subscriber Loyalty in Turkish Mobile Phone Market : An Exploratory Study. Journal of Targeting Measurement and Analysis for Marketing. Vol 14,2 141-155. Ayob, M. N. A. (2010). Investigating Brand Loyalty Factors Among Young Mobile Phone Users. Master Thesis. Blank, R. (2004). The Basics of Reliability. Productivity Press. Brand Loyalty (n.d.).Retrieved on February 13, 2012 from Macmillan Dictionary Thesaurus Website : http://www.macmillandictionary.com/thesauruscategory/ british/The-activity-of-shopping Carmines, E. G. & Zeller, R. A. (1979). Reliability and Validity Assessment. SAGE. Chadha, S. K. (2009). Effect of Switching Cost, Service Quality and Customer Satisfaction On Customer Loyalty of Cellular Service Providers in Indian Market. IUP Journal of Marketing Management. Vol. 8, No. 1. Chang, P. K. & Chong, H. L. (2011). Customer Satisfaction and Loyalty on Service Provided by Malaysian Telecommunication Companies. Electrical Engineering and Informatics (ICEEI). Chen, J. & Ching, R. K. H. (2007). The Effects of Mobile Customer Relationship Management on Customer Loyalty : Brand Image Does Matter. Close, A. G. (2001). Decomposing Brand Loyalty : Exploring the Effect of Teenage Status and Gender on Brand Loyalty. Working Paper, Department of Marketing and Distribution . 124 Brooks Hall. Dani, N. (2012). Understanding Brand Loyalty and Reasons for Change of Service Providers by consumers of Mobile Services in Madhya Pradesh and Chattisgarh. Journal of Applied Management and Computer Science. Vol. 1. Ditcheva, M. (2011). Analysis of the Factors Influencing Green Brand Loyalty on the Bulgarian Market. Master Thesis. Ewing, M. T. (2000). Brand and Retailer Loyalty : Past Behaviour and Future Intentions. Journal of Product and Brand Management. Vol. 9, No. 2, pp. 120-127. Fournier, S. (1998). Consumers and Their Brands: Developing Relationship Theory in Consumer Research. Journal of Consumer Research. Vol. 24, pp. 343– 373. Giddens, N. & Hofmann, A. (2010). Brand Loyalty. AG Decision Maker. Gommans, M., Krishnan, K. S., & Scheffold, K. B. (2001). From Brand Loyalty to E-Loyalty: A Conceptual Framework. Journal of Economic and Social Research. 3(1), p. 43-58. Gronroos, C. (2000). Service Management and Marketing: A Customer Relationship Management Approach (2nd Ed.). John Wiley & Sons Ltd. Second Edition. ISBN0-471-72034-8. Hair, J., Anderson, R., Tham, R., & Black, W.,(1998). Multivariate Data Analysis. Prentice Hall. Han, H. & Kim, Y. (2010). An Investigation of Green Hotel Customers’ Decision Formation: Developing An Extended Model of the Theory of Planned Behavior. International Journal of Hospitality Management, 29(4), 659–668. Haque, A., Khatibi, A., Raguib, A., & Al Mahmud, S. (2007). Consumer Perceptions and Its Choice Mobile Telecom Service Provider in Malaysia. Journal of International Business and Economics. Vol. 7, No. 2. Harlow, H. F. (1983). Fundamentals for Preparing Psychology Journal Articles. Journal of Comparative and Physiological Psychology. 55, p. 893-896. Hawkins, D. I., Best, R. J., & Coney, K. A. (1998), Consumer Behavior: Building Marketing Strategy. Boston: McGraw Hill. Seventh Edition. Ho, C. L. (2010). The Theory of Reasoned Action Applied to Brand Loyalty. Ismail, S. (2009). The Effect of Customers’ Satisfaction Towards Customer Loyalty Among Mobile Telecommunication Providers in Malaysia. Master Thesis. Jensen, J. M. & Hansen, T. (2006). An Eempirical Examination of Brand Loyalty. Journal of Product & Brand Management. Vol. 15, No. 7, pp. 442-449. Jones, T. O. & Sasser, W. E. (1995). Why Satisfied Customer Defect. Harvard Business Review. Vol. 73, Issue 6, pp. 88-99. Kaapanda, L. N. (2012). An Evaluation of Factors Determining The Selection of Mobile Telecommunication Service Providers in The Northern Region of Namibia. Third International Conference on Business and Economic Research. Kaplan, R. M. & Saccuzo, D. P. (2008). Psychological Testing : Principles, Applications, and Issues. Belmont, California : Cengage Learning. Khan, B. M. (2009). Consumers And Their Brands: Deciphering Dimensions Of Loyalty. International Journal of Business Insights & Transformation, Vol. 2, Iss. 1, pp. 84-92. Kim, C. K., Han, D., & Park, S. (2001). The Effect of Brand Personaliy and Brand Identification on Brand Loyalty: Applying the Theory of Social Identification. Japanese Psychological Research. Vol. 43, No. 4, pp. 195–206. Kim, Y. & Lee, J. (2010). Relationship Between Corporate Image and Customer Loyalty in Mobile Communications Service Markets. Africa Journal of Business Management. 4(18), pp. 4035-4041, 18. Kollmann, T. (2000). The Price/Acceptance Function: Perspectives of A Pricing Policy in European Telecommunication Markets. Europe Journal Innovation Management. 3(1), p. 7-14. Kulkarni, R. & Belgaonkar, D. (2012). Purchase Behavioral Trends and Brand Loyalty of Indian Youth with Special Reference to Nashik City. 2012 International Conference on Humanity, History and Society. IPEDR Volume 34. Kuusik, A. (2007). Affecting Cvustomer Loyalty : Do Different Factors Have Various Influences in Different Loyalty Levels? University of Tartu. Lee, R. & Murphy, J. (2008). The Moderating Influence of Enjoyment on Customer Loyalty. Australasian Marketing Journal. 16 (2). Lee, R. & Murphy, J. (2005). From Loyalty To Switching: Exploring The Determinants In The Transition. ANZMAC 2005 Conference: Consumer Behaviour. Lim, M. (2011). “Market Watch 2011”. IT and Telecommunications in Malaysia. Malaysian-German Chamber of Commerce & Industry. Liu, L. (2008). Study of the Relationship Between Customer Satisfaction and Loyalty in Telecom Enterprise. IEEE International Conference on Service Operations and Logistics, and Informatics. Vol. 1, pp. 896-901 McMains, S. (2009). Brand Loyalty: The Bottom Line of Any Successful Business. Retrieved on February 13, 2012 from Hub Pages Website : http://stevemcmains.hubpages.com/hub/-Brand-Loyalty-The-Bottom-Line-of- Any-Successful-Business Mokhtar, S. S. M., Maiyaki, A. A., & Noor, N. M. (2011). The Relationship Between Service Quality and Satisfaction on Customer Loyalty in Malaysian Mobile Communication Industry. School of Doctoral Studies (European Union) Journal. Mulder, C. H. (2006). Population and Housing : A Two-Sided Relationship. Demographic Research, German. 15(13), 401-412. Nawaz, N. & Usman, A. (2010). What Makes Customers Brand Loyal : A Study on Telecommunication Sector of Pakistan. International Journal of Business and Social Science. Nemati, A. R., Khan, K., & Iftikhar, M. (2010). Impact of Innovation on Customer Satisfaction and Brand Loyalty, A Study of Mobile Phones Users in Pakistan. European Journal of Social Sciences. Vol. 16, No. 2. Oliver, R. L. (1999). Whence Consumer Loyalty? Journal of Marketing. Vol. 63, pp. 33–44. Parasuraman, A.,Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A Multipleitem Scale for Measuring Consumer Perceptions of Service Quality. Journal of Retailing. 64(1), p. 12-40. Peppers, D. (2009). Customer Loyalty: Is It an Attitude? Or a Behavior? Retrieved on February 13, 2012 from Peppers and Rogers Group Website : http://www.peppersandrogersgroup.com/blog/2009/10/customer-loyalty-is-itan- atti.html Pomoni, C. (2009). Understanding Brand Loyalty. Retrieved on February 13, 2012 from Helium Inc. Website : http://www.helium.com/items/1325671- understanding-brand-loyalty Price (n.d.). Retrieved on February 13, 2012 from Dictionary.com Website : http://www.dictionary.reference.com/browse/price Promotion (n.d.). Retrieved on February 13, 2012 from Google Search Website : http://www.google.com.my/search Rahman, S., Haque, A., & Ahmad, M. I. S. (2011). Choice Criteria for Mobile Telecom Operator : Empirical Investigation Among Malaysian Customers. International Management Review. 7, No. 1. Rahman, S., Haque, A., & Ahmad, M. I. S. (2010). Exploring Influencing Factors for the Selection of Mobile Phone Service Providers : A Structural Equational Modelling (SEM) Approach on Malaysian Consumers. African Journal of Business Management. 4 (13), pp. 2885-2898. Rajeswari, M. & Pradha, J. J. (2011). A Study On Consumer Brand Loyalty and Consumer Shift Towards Mobile Service Providers With Special Reference to Tata Docomo Services LTD - A Study by Sample Survey Method. Global Research Methodology Journal. Ramli, J. (2011). Sector Focus Telecommunication. Malaysia Equity Research. Rao, K. R. (2011). Services Marketing. 2nd edition. India: Kindersley Pvt. Ltd. Raza, A. & Rehman, Z. (2012). Impact of Relationship Marketing Tactics on Relationship Quality and Customer Loyalty: A Case Study of Telecom Sector of Pakistan. African Journal of Business Management. Vol. 6(14), pp. 5085- 5092. Report: Malaysia One of Most Advanced Telecom Networks in Developing World (2011). Retrieved on February 13, 2012 from Telecom Engine Website : http://www.telecomengine.com/article/report-malaysia-one-most-advancedtelecom- networks-developing-world Roostika, R. & Astuti, W. T. (2011). The Analysis of Antecedents of Customer Loyalty in The Mobile Internet Market. The Second International Research Symposium in Service Management. Roscoe, J. T. (1975). Fundamental Research Statistics for the Behavioural Sciences, 2nd edition. New York: Holt Rinehart & Winston. Rundle-Thiele, S. & Bennett, R. (2001). A Brand for All Seasons? A Discussion of Brand Loyalty Approaches and Their Applicability for Different Markets. Journal of Product and Brand Management. Vol. 10, No. 1, pp. 25-37. Russell-Bennett, R., McColl-Kennedy, J. R., & Coote, L. V. (2007). Involvement, Satisfaction, and Brand Loyalty in A Small Business Services Setting . Journal of Business Research. 60(12), pp. 1253-1260. Service Quality (n.d.). Retrieved on February 13, 2012 from BusinessDictionary.com Website : http://www.businessdictionary.com/definition/service-quality.html Shannon, Y. (2010). Brand Loyalty Remains Strong Amongst Mobile Users. Retrieved on February 13, 2012 from Press Release Distribution Website : http://www.prlog.org/10653701-brand-loyalty-remains-strong-amongstmobile- users.html Smyth, R. (2004). Exploring the Usefulness of A Conceptual Framework As A Research Tool : A Researcher’s Reflections. Issues In Educational Research, Vol. 14. Social Trend (n.d.). Retrieved on February 13, 2012 from Webref Website : http://www.webref.org/sociology/s/social_trend.htm Statistical Package for Social Sciences (SSPS), Version 16.0. Thesis Notes (2009). Scope and Delimitations. Retrieved on March 3, 2012 from Thesis Notes Website : http://www.thesisnotes.com/thesis-writing/scope-anddelimitations/ Troshani, I. & Rao, S. (2007). The Diffusion of Mobile Services in Australia : An Evaluation Using Stakeholder and Transaction Cost Economics Theories. IADIS International Journal. Vol. 5, No. 2, p. 40-57. Voorhis, C. R. W. V. & Morgan, B. L. (2007). Understanding Power and Rules of Thumb for Determining Sample Sizes. Tutorials in Quantitative Methods for Psychology 2007. 3(2), p. 43-50. Who We Are (n.d.). Retrieved on February 13, 2012 from Celcom Website : http://www.celcom.com.my Wichai, O. & Siriluck, R. (2010). Enhancing Customer Loyalty towards Corporate Social Responsibility of Thai Mobile Service Providers. World Academy of Science, Engineering and Technology. 66. Zaribbayevich, D. A. (2010). County of Origin and Brand Loyalty on Cosmetic Products Among Universiti Utara Malaysia Students. Master Thesis. Zeithaml, V., Wilson, A., Bitner, M. J., & Gremler, D. (2003). Services Marketing : Integrating Customer Focus Across The Firm (3rd Ed). New York : McGraw-Hill. Zhang, X. & Feng, Y. (2009). The Impact of Customer Relationship Marketing Tactics On Customer Loyalty — Within Swedish Mobile Telecommunication Industry. Master Program in International Marketing. Zikmund, W. G., Babin, B. J., Carr, J. C., & Griffin, M. (2010). Business Research Methods (8th Ed.). South-Western College Publisher.

Similar Items