The influence of service marketing mix on customer loyalty towards telecommunication service provider in Malaysia

This study aims to determine the relationship between the service marketing mix and customer loyalty towards Malaysian telecommunications service providers. In this study, the service marketing mix's dimensions are represented by product, price, place, promotion, people, process, and physical...

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Main Author:	Nor Mazlan, Nor Amni Najwa
Format:	Thesis
Language:	eng eng eng
Published:	2021
Subjects:	TK5101-6720 Telecommunication HF5001-6182 Business
Online Access:	https://etd.uum.edu.my/9861/6/permission%20to%20use-not%20allowed.pdf https://etd.uum.edu.my/9861/4/s826364_01.pdf https://etd.uum.edu.my/9861/5/s826364_02.pdf
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id	my-uum-etd.9861
record_format	uketd_dc
spelling	my-uum-etd.98612022-09-22T06:48:33Z The influence of service marketing mix on customer loyalty towards telecommunication service provider in Malaysia 2021 Nor Mazlan, Nor Amni Najwa Saad, Shahrin School of Business Management School Of Business Management TK5101-6720 Telecommunication HF5001-6182 Business This study aims to determine the relationship between the service marketing mix and customer loyalty towards Malaysian telecommunications service providers. In this study, the service marketing mix's dimensions are represented by product, price, place, promotion, people, process, and physical evidence. Respondents of this study are UUM students who are undergraduate and postgraduate. A total of 395 questionnaire outcomes has been analyzed by using SPSS software version 26. Descriptive analysis, reliability analysis, Person's correlation analysis, and multiple regression analysis have been used to answer the research question and achieve the research objective in this study. This study shows that to achieve customer loyalty, the dimension of the service marketing mix, product, price, place, promotion, people, process, and physical evidence, caused an effect against that relationship. The study found a significant positive relationship between the dimensions of service marketing mix toward customer loyalty through the correlation test. Meanwhile, according to the multiple regression test, the result shows that the product, price, place, and physical evidence dimension became the significant factors influencing customer loyalty. Therefore, the telecommunications service providers should strengthen their service marketing mix through these elements. Through multiple regression tests also were resulted in the promotion, people, and process dimensions do not have a significant relationship towards customer loyalty. This shows that the telecommunications service providers could cut costs by not emphasize their service marketing mix by promotion, people, and process dimension because these dimensions were not suitable for a telecommunications service provider. However, the telecommunications service providers would innovatively be using the dimensions for influencing customer loyalty. Telecommunications service providers can use this study to improve their service marketing mix to influence customer loyalty in the future. 2021 Thesis https://etd.uum.edu.my/9861/ https://etd.uum.edu.my/9861/6/permission%20to%20use-not%20allowed.pdf text eng staffonly https://etd.uum.edu.my/9861/4/s826364_01.pdf text eng staffonly https://etd.uum.edu.my/9861/5/s826364_02.pdf text eng staffonly other masters Universiti Utara Malaysia
institution	Universiti Utara Malaysia
collection	UUM ETD
language	eng eng eng
advisor	Saad, Shahrin
topic	TK5101-6720 Telecommunication HF5001-6182 Business
spellingShingle	TK5101-6720 Telecommunication HF5001-6182 Business Nor Mazlan, Nor Amni Najwa The influence of service marketing mix on customer loyalty towards telecommunication service provider in Malaysia
description	This study aims to determine the relationship between the service marketing mix and customer loyalty towards Malaysian telecommunications service providers. In this study, the service marketing mix's dimensions are represented by product, price, place, promotion, people, process, and physical evidence. Respondents of this study are UUM students who are undergraduate and postgraduate. A total of 395 questionnaire outcomes has been analyzed by using SPSS software version 26. Descriptive analysis, reliability analysis, Person's correlation analysis, and multiple regression analysis have been used to answer the research question and achieve the research objective in this study. This study shows that to achieve customer loyalty, the dimension of the service marketing mix, product, price, place, promotion, people, process, and physical evidence, caused an effect against that relationship. The study found a significant positive relationship between the dimensions of service marketing mix toward customer loyalty through the correlation test. Meanwhile, according to the multiple regression test, the result shows that the product, price, place, and physical evidence dimension became the significant factors influencing customer loyalty. Therefore, the telecommunications service providers should strengthen their service marketing mix through these elements. Through multiple regression tests also were resulted in the promotion, people, and process dimensions do not have a significant relationship towards customer loyalty. This shows that the telecommunications service providers could cut costs by not emphasize their service marketing mix by promotion, people, and process dimension because these dimensions were not suitable for a telecommunications service provider. However, the telecommunications service providers would innovatively be using the dimensions for influencing customer loyalty. Telecommunications service providers can use this study to improve their service marketing mix to influence customer loyalty in the future.
format	Thesis
qualification_name	other
qualification_level	Master's degree
author	Nor Mazlan, Nor Amni Najwa
author_facet	Nor Mazlan, Nor Amni Najwa
author_sort	Nor Mazlan, Nor Amni Najwa
title	The influence of service marketing mix on customer loyalty towards telecommunication service provider in Malaysia
title_short	The influence of service marketing mix on customer loyalty towards telecommunication service provider in Malaysia
title_full	The influence of service marketing mix on customer loyalty towards telecommunication service provider in Malaysia
title_fullStr	The influence of service marketing mix on customer loyalty towards telecommunication service provider in Malaysia
title_full_unstemmed	The influence of service marketing mix on customer loyalty towards telecommunication service provider in Malaysia
title_sort	influence of service marketing mix on customer loyalty towards telecommunication service provider in malaysia
granting_institution	Universiti Utara Malaysia
granting_department	School of Business Management
publishDate	2021
url	https://etd.uum.edu.my/9861/6/permission%20to%20use-not%20allowed.pdf https://etd.uum.edu.my/9861/4/s826364_01.pdf https://etd.uum.edu.my/9861/5/s826364_02.pdf
_version_	1747828688670425088

The influence of service marketing mix on customer loyalty towards telecommunication service provider in Malaysia

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