The influences between e-service quality toward positive and opposition brand referral in Malaysia

Ayob, Nur Hidayah and Md Juperi, Nurul Zahidah and Ramli, Mohd Safwan and Mohamad Razali, Nur Hanisah and Ramdzan Ali, Al Amirul Eimer (2023) The influences between e-service quality toward positive and opposition brand referral in Malaysia. International Journal of Academic Research in Business and Social Sciences, 13 (11). pp. 1-12. ISSN 2222-6990

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Abstract

Telecommunication sector is one of the drivers in the new digitalization era by providing the basis for business expansion and flow of investment through the communication. In Malaysia, this sector had faced some of the challenge regarding the customer perception which led the industry facing some negative brand referral and directed the brand evangelism failed to develop. Therefore, this research aims to identify the influences between e-service quality dimension consist of responsiveness, ease of use, privacy & security, functionality, reliability, efficiency towards the positive brand referrals as well as oppositional brand referrals. Through quantitative analysis, questionnaires were distributed, and the answers were analyzed. Based on the analysis conducted, it was found that reliability, functionality, and ease of use significantly contributed in predicting the positive brand referral. While reliability, privacy, and functionality significantly supported in predicting the oppositional brand referral in Malaysia

Item Type:	Article (Journal)
Uncontrolled Keywords:	Telecommunication, Brand Referral, Positive Brand Referral, Opposition Brand Referral
Subjects:	H Social Sciences > HF Commerce > HF5001 Business. Business Administration > HF5717 Business communication
Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button):	Kulliyyah of Languages and Management
Depositing User:	Dr Al Amirul Eimer Ramdzan Ali
Date Deposited:	29 Nov 2023 08:31
Last Modified:	29 Nov 2023 08:33
URI:	http://irep.iium.edu.my/id/eprint/108405

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