Determinants of Customer Loyalty in Malaysia’s Telecommunication Industry

A Conceptual Exploration

Abstract

This conceptual research paper aims to illuminate the critical determinants influencing customer loyalty within Malaysia’s burgeoning telecommunication industry. The study navigates the interconnected areas of Service Quality, Pricing, Customer Service, and Innovative Offerings, exploring their collective impact on customer loyalty, focusing on Customer Satisfaction as a pivotal mediating variable. The paper employs a robust quantitative methodology, leveraging the insights from an astute selection of 300 respondents, facilitating a comprehensive exploration of customer perspectives and experiences. A synthesis of foundational theories, such as Expectancy Confirmation Theory, Price Fairness Perception, and Customer Satisfaction-Loyalty Theory, underpins the research, driving a coherent investigation of the intricate relationships among the identified variables. Anticipated outcomes of this scholarly inquiry include validating or refining existing theoretical paradigms, identifying key areas for enhancement within telecommunication services, and providing actionable, strategic recommendations for industry practitioners. The research aspires to contribute significant academic and practical insights to inform and optimise contemporary customer loyalty strategies and frameworks within Malaysia’s telecommunication landscape by unravelling the complexities characterising customer loyalty within this dynamic industry.