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You searched Library Catalogue - Publisher: Butterworths Australia,
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Call Number (WOU)
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SP CEMBA 2011 70
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Author
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Chan, Chiet Fean
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Title
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An investigation of the influencing factors of customer's loyalty in the service providers Malaysia telecommunication industry / Chan Chiet Fean
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Abstract
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The aim of this paper is to study factors influencing customer loyalty in the Malaysia
mobile telecommunication service market. Data were collected from the consumer
located in Penang, Malaysia and target age group is between 15 to 64 years old
regardless any service providers. This research used self-administered questionnaire
which ability to reach a big number of respondents with inexpensive way. Four
suggested hypotheses were tested. From the result, it is revealed that promotion is the
most important factor followed by corporate image, customer satisfaction and switching
cost. The contribution of this research is to determine what to produce and how to
improve current services in order to meet customer satisfaction level. The feedback from
the study may provide key information and contribute in marketing program. Besides,
the manager will based on the finding with reallocate the resources efficiently and
making changes for future planning.
The limitation of this study is only included information with limited variables and from
Penang state instead of whole Malaysia. It would be useful to obtain broader sample of
respondents in future study. This would minimize inaccurate and bias on the result.
Another limitation is self completion survey method have few problems. The data
sample not fully representative of the population and sometime respondents give
expected ideal answers to responses to questions.
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Notes
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Final project report submitted in partial fulfilment of the requirements for the Degree of Master of Business Administration (CeMBA)
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Publisher/Year
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Penang : School of Business and Administration, Wawasan Open University, 2011
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Physical Description
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151 p.; 30 cm.
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Subject
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Wawasan Open University -- Dissertations
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Subject
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Customer loyalty -- Malaysia
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Subject
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Telecommunication -- Malaysia
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