Choice criteria for mobile telecom operator: empirical investigation among Malaysian customers

Rahman, Sabbir and Haque, A. K. M. Ahasanul and Ahmad, Mohd Ismail Sayyed (2011) Choice criteria for mobile telecom operator: empirical investigation among Malaysian customers. International Management Review, 7 (1). pp. 50-57. ISSN 1551-6849

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Abstract

The purpose of this paper is to investigate the choice criteria for a mobile phone operator in the Malaysian Mobile Telecom market by the customers. Structural equation models were applied to test the propositions by means of a survey of a random sample of 400 mobile telecom customers from major cities in Malaysia. It was found that the price and service quality hypothesis are more important than the brand image hypothesis. From this research, mobile telecom managers can learn and plan to offer attractive offer in the market that meet Malaysian customers’ needs.

Item Type:	Article (Journal)
Additional Information:	5056/3856
Uncontrolled Keywords:	service quality, price, brand image, customers' perception,
Subjects:	H Social Sciences > HF Commerce > HF5001 Business. Business Administration H Social Sciences > HF Commerce > HF5001 Business. Business Administration > HF5410 Marketing. Distribution of products
Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button):	Kulliyyah of Economics and Management Sciences
Depositing User:	Prof. Dr Ahasanul Haque
Date Deposited:	19 Sep 2011 11:59
Last Modified:	20 Dec 2011 15:00
URI:	http://irep.iium.edu.my/id/eprint/3856

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