SERVICE QUALITY OF MOBILE TELECOMMUNICATIONS SERVICE

This study is focusing on the customer perception towards service quality in the telecommunication industry in Malaysia. Penetration rate in Malaysia have gone more than 100% and it means that each one of the people in Malaysia have at least one account registered with the telecommunication provider. The competition in the telecommunication industry indirectly becoming tough as they are fishing over the limited fish within a limited area. This study used quantitative approach where questionnaire was used to collect data through random sampling. 150 usable respondents received and analysis was used Smart PLS. The results show that customer is more concerns on the service quality and trust rather than brand image and price. Brand image and price did not positively influence customer satisfaction. One of the strong reason is because the services and package offered are almost at the same price ranges with almost standard coverage areas. The result can be used by the service provider for their continuous short and long term strategy.