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Type :article
Subject :HF Commerce
ISSN :2222-6990
Main Author :Nallaluthan, Kesavan
Additional Authors :Skivern Sarangapani
Shathees Baskaran
Bathmavathy Dalayga
Logaiswari Indiran
Title :What keep you loyal to your telecommunication services provider?
Place of Production :Tanjong Malim
Publisher :Fakulti Pengurusan dan Ekonomi
Year of Publication :2021
Corporate Name :Universiti Pendidikan Sultan Idris

Abstract : Universiti Pendidikan Sultan Idris
Fierce rivalry among the major players in the Malaysian telecommunications industry was evident despite tremendous growth in recent years. This competitive environment was driven by fluctuating consumer brand loyalty which has become a major concern. Hence, this study examined the factors that influence brand loyalty in the telecommunications industry which includes corporate image, confidence, service efficiency, and switching costs, as well as the importance of these factors. The study employed a quantitative research method and a structured questionnaire was used to collect the data. 249 usable responses were obtained and the data were analyzed using SPSS. The results indicated that corporate image and trust were significant while service quality was marginally supported. In contradiction, switching cost was insignificant in predicting customer loyalty. Trust was found to be a strong predictor of brand loyalty. Keywords: Brand Loyalty, Corporate Image, Trust, Service Quality, Switching Cost

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