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Service Quality, Brand Image, Customer Satisfaction, and Customer Loyalty towards Telecommunications Service Providers in Malaysia: A PLS-SEM Approach

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dc.contributor.authorWan Rasyidah Wan Nawang
dc.contributor.authorSalehuddin Che Murat
dc.contributor.authorIntan Fatimah Anwar
dc.contributor.authorNor Haziah Hashim
dc.date.accessioned2024-08-17T17:04:51Z
dc.date.available2024-08-17T17:04:51Z
dc.date.issued2024
dc.date.submitted2024-8-13
dc.descriptionInternational Journal of Academic Research in Business and Social Sciences, Volume 14 Issue 8 Page (490–504)
dc.description.abstractThe country's economy has benefited greatly from the services sector, which plays a major role in economic development and provides the majority of the gross domestic product (GDP) support for a country. The service industry has paid considerable attention to research on the antecedents of customer loyalty over the years, including the telecommunications sector. Malaysia's telecommunications service providers prioritize customer loyalty as it is crucial for generating repeat business and potential referrals. The study investigates the correlation between service quality, brand image, customer satisfaction, and customer loyalty among Malaysians towards telecommunications service providers. The study utilized a convenience sampling technique and an online questionnaire to gather data from 254 respondents. The data were analysed using partial least squares structural equation modelling (PLS-SEM). The findings revealed that customer loyalty was influenced by service quality, brand image, and customer satisfaction. In addition, service quality successfully predicts customer satisfaction. Also, the mediation results showed that customer satisfaction mediates the relationship between service quality and customer loyalty. This research contributes to the theoretical advancement of the service literature by examining the impact of service quality, brand image, and customer satisfaction on customer loyalty. In practice, this study offers valuable insights to service providers on how to consistently enhance and ensure service quality and brand image while satisfying and retaining customers.
dc.identifier.citationWan Rasyidah Wan Nawang, Salehuddin Che Murat, Intan Fatimah Anwar, Nor Haziah Hashim (2024). Service Quality, Brand Image, Customer Satisfaction, and Customer Loyalty towards Telecommunications Service Providers in Malaysia: A PLS-SEM Approach. International Journal of Academic Research in Business and Social Sciences, 14(8), 490–504.
dc.identifier.doi10.6007/IJARBSS/v14-i8/22225
dc.identifier.epage504
dc.identifier.issn2222-6990
dc.identifier.issue8
dc.identifier.other378-13
dc.identifier.spage490
dc.identifier.urihttps://oarep.usim.edu.my/handle/123456789/22208
dc.identifier.urihttps://hrmars.com/papers_submitted/22225/service-quality-brand-image-customer-satisfaction-and-customer-loyalty-towards-telecommunications-service-providers-in-malaysia-a-pls-sem-approach.pdf
dc.identifier.volume14
dc.language.isoen_US
dc.publisherHuman Resource Management Academic Research Society
dc.relation.ispartofInternational Journal of Academic Research in Business and Social Sciences
dc.relation.issn2222-6990
dc.subjectService Quality
dc.subjectBrand Image
dc.subjectCustomer Satisfaction
dc.subjectCustomer Loyalty
dc.subjectTelecommunications Service Providers
dc.subjectPLS-SEM.
dc.titleService Quality, Brand Image, Customer Satisfaction, and Customer Loyalty towards Telecommunications Service Providers in Malaysia: A PLS-SEM Approach
dc.typetext::journal::journal article::research article
dspace.entity.typePublication
oaire.citation.endPage504
oaire.citation.issue8
oaire.citation.startPage490
oaire.citation.volume14
oairecerif.author.affiliationUniversiti Sains Islam Malaysia
oairecerif.author.affiliationUniversiti Sains Islam Malaysia
oairecerif.author.affiliationUniversiti Sains Islam Malaysia
oairecerif.author.affiliationUniversiti Sains Islam Malaysia

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