The unique antecedents of customer loyalty towards mobile service

Customer loyalty has been highly sought topic to enable growth and competitiveness enhancement in current market situation. The increase of telecommunication sector in the country had influence mobile service providers competing with each other to become a major service provider. Specifically, there...

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Main Author:	Mah, Pei Yew
Format:	Thesis
Language:	eng eng
Published:	2017
Subjects:	HF5415.33 Consumer Behavior.
Online Access:	https://etd.uum.edu.my/7361/1/s821964_01.pdf https://etd.uum.edu.my/7361/2/s821964_02.pdf
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id	my-uum-etd.7361
record_format	uketd_dc
institution	Universiti Utara Malaysia
collection	UUM ETD
language	eng eng
advisor	Abdul Rahman, Maria
topic	HF5415.33 Consumer Behavior.
spellingShingle	HF5415.33 Consumer Behavior. Mah, Pei Yew The unique antecedents of customer loyalty towards mobile service
description	Customer loyalty has been highly sought topic to enable growth and competitiveness enhancement in current market situation. The increase of telecommunication sector in the country had influence mobile service providers competing with each other to become a major service provider. Specifically, there is an issue when the number of mobile cellular subscriptions and penetration rate in Malaysia had declined in the first quarter of 2017 compared to 2016. Customer loyalty is important in increasing profitability and continued survival in competitive market. There are limited studies conducted in Malaysia on customer loyalty towards mobile service providers. This study tries to fill the contextual gap by investigating the effects of independent variables and the mediating effects of satisfaction. Additionally, this study intends to investigate perceived quality, corporate image, perceived value, satisfaction that influence customer loyalty and perceived quality, corporate image, perceived value that influence satisfaction. It also aims to examine the influence of satisfaction as a mediator between perceived quality, corporate image, perceived value and customer loyalty. A total of 531 questionnaires were distributed and 431 questionnaires were obtained and usable. Partial Least Squares 2.0 (PLS) was used to analyze the data. The findings indicate that perceived quality does not influence customer loyalty, whereby corporate image, perceived value and satisfaction influence customer loyalty. Meanwhile, perceived quality, corporate image and perceived value also have strong relationship on satisfaction. Satisfaction also mediates the relationship between perceived quality, corporate image, perceived value and customer loyalty. The outcome of this study can be used by service providers to enhance and improve customer loyalty in the context of mobile service providers. The findings extend researchers’ understanding of predictors that influence customer loyalty in mobile service providers in Malaysia.
format	Thesis
qualification_name	other
qualification_level	Master's degree
author	Mah, Pei Yew
author_facet	Mah, Pei Yew
author_sort	Mah, Pei Yew
title	The unique antecedents of customer loyalty towards mobile service
title_short	The unique antecedents of customer loyalty towards mobile service
title_full	The unique antecedents of customer loyalty towards mobile service
title_fullStr	The unique antecedents of customer loyalty towards mobile service
title_full_unstemmed	The unique antecedents of customer loyalty towards mobile service
title_sort	unique antecedents of customer loyalty towards mobile service
granting_institution	Universiti Utara Malaysia
granting_department	Othman Yeop Abdullah Graduate School of Business
publishDate	2017
url	https://etd.uum.edu.my/7361/1/s821964_01.pdf https://etd.uum.edu.my/7361/2/s821964_02.pdf
_version_	1747828205178322944
spelling	my-uum-etd.73612021-05-10T01:01:07Z The unique antecedents of customer loyalty towards mobile service 2017 Mah, Pei Yew Abdul Rahman, Maria Othman Yeop Abdullah Graduate School of Business Othman Yeop Abdullah Graduate School of Business HF5415.33 Consumer Behavior. Customer loyalty has been highly sought topic to enable growth and competitiveness enhancement in current market situation. The increase of telecommunication sector in the country had influence mobile service providers competing with each other to become a major service provider. Specifically, there is an issue when the number of mobile cellular subscriptions and penetration rate in Malaysia had declined in the first quarter of 2017 compared to 2016. Customer loyalty is important in increasing profitability and continued survival in competitive market. There are limited studies conducted in Malaysia on customer loyalty towards mobile service providers. This study tries to fill the contextual gap by investigating the effects of independent variables and the mediating effects of satisfaction. Additionally, this study intends to investigate perceived quality, corporate image, perceived value, satisfaction that influence customer loyalty and perceived quality, corporate image, perceived value that influence satisfaction. It also aims to examine the influence of satisfaction as a mediator between perceived quality, corporate image, perceived value and customer loyalty. A total of 531 questionnaires were distributed and 431 questionnaires were obtained and usable. Partial Least Squares 2.0 (PLS) was used to analyze the data. The findings indicate that perceived quality does not influence customer loyalty, whereby corporate image, perceived value and satisfaction influence customer loyalty. Meanwhile, perceived quality, corporate image and perceived value also have strong relationship on satisfaction. Satisfaction also mediates the relationship between perceived quality, corporate image, perceived value and customer loyalty. The outcome of this study can be used by service providers to enhance and improve customer loyalty in the context of mobile service providers. The findings extend researchers’ understanding of predictors that influence customer loyalty in mobile service providers in Malaysia. 2017 Thesis https://etd.uum.edu.my/7361/ https://etd.uum.edu.my/7361/1/s821964_01.pdf text eng public https://etd.uum.edu.my/7361/2/s821964_02.pdf text eng public other masters Universiti Utara Malaysia Abubakar, A. (2016). Impact of perceived service quality by mobile telecommunication industry on customer satisfaction in Nigeria. International Journal of Advanced Research, 4(4), 845-852. Agyei, P. M. and Kilika, J. M. (2014). The relationship between corporate image and customer loyalty in the mobile telecommunication market in Kenya. Management Studies, 2(5), 299-308. Alhaddad, A. 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