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Using expectation and confirmation theory to determine customer loyalty among postpaid users

Mat Ali, Syukrina Alini and Wan Jusoh, Wan Jamaliah and Adewale, Abideen Adeyemi (2018) Using expectation and confirmation theory to determine customer loyalty among postpaid users. Indian Journal of Public Health Research and Development, 9 (11). pp. 1283-1293. ISSN 0976-0245 E-ISSN 0976-5506

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In developing countries, the rate of mobile network subscription is slowing down due to market saturation. Thus, acquiring new customers is a challenge for the service provider. Hence, it is vital to raise customer loyalty in mobile service providers for the purpose of maintaining customers. This paper aims to determine the factors which explain customer loyalty and satisfaction among users of mobile postpaid services. Building from the expectations and confirmation theory using the survey method of positivist research, data was collected from 338 subscribers of Digi, Maxis and Celcom located in Klang Valley, Malaysia. The data was analysed using SEM_PLS Version 3 and the result has generally revealed the significant relationship between all variables. Further analysis revealed that service expectation and performance, for example network quality (i.e. first time dial, no cut on line, etc.) were significant customer expectations when subscribing to a service provider. The finding provides further input and understanding for service providers to offer better services to their subscribers in order to satisfy and retain customers longer.

Item Type: Article (Journal)
Additional Information: 163/68447
Uncontrolled Keywords: customer expectation, service performance, customer satisfaction, customer loyalty, telecommunication industry
Subjects: 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
Kulliyyah of Economics and Management Sciences > Department of Business Administration
Depositing User: Dr Wan Jamaliah Wan Jusoh
Date Deposited: 21 Dec 2018 10:02
Last Modified: 21 Dec 2018 10:02
URI: http://irep.iium.edu.my/id/eprint/68447

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