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The Relationship Between Service Quality and Satisfaction on Customer Loyalty in Malaysian Mobile Communication Industry

Author(s): Sany Sanuri Mohd. Mokhtar | Ahmed Audu Maiyaki | Norzaini bt Mohd Noor

Journal: School of Doctoral Studies Journal
ISSN 1918-8722

Volume: 3;
Start page: 32;
Date: 2011;
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Keywords: Service quality | Customer satisfaction | Loyalty | Mobile communication | Malaysia

The paper explores the relationship between service quality and customer satisfaction on customer loyalty with regards to mobile phone usage among the postgraduate students of a university in Northern Malaysia. The sample consists of 341 students randomly selected from the population frame provided by the university. The respondents are made of up students from various part of the world such Asia, Middle-east and Africa. The results show that both service quality and customer satisfaction significantly affect the level of customer loyalty of mobile phone users in Malaysia. Hence, all the hypotheses except one have been supported. It was therefore, recommended that mobile service providers should pay special attention to their service quality and the factors that drive customer satisfaction. Suggestion for future research was also offered.

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