Cross sectional study towards customer churn: a case in TNB Kota Bharu / Noor Mardhiah Mat Nawi

This research was conducted to study the customer churn towards services provided by TNB Kota Bharu. The objective of this research is to investigate the relationship between dimensions of extended marketing mix toward customer churn. The researcher had distributed the questionnaire among 200 respondent of TNB. The extended marketing mix such as people, physical evidence and processes are the independents variables that being selected by the researcher. After collecting that data and analyze it, the result shows that there is association or relationship between these independents variables towards customer churn. From the result the researcher can conclude that people factor which is no significant at 0.289, physical evidence which is significant at 0.000 and processes which is significant at 0.00. By analyzing this result, the variable making the biggest contribution to the model is physical evidence and processes and then people. For people, they are negative relationship with customer churn, this can be because of time limitation on doing the research, lack of financial, respondent cooperation as some of the respondents are being expected to be reluctant to cooperate in the study, especially when requires to answer the questionnaire distributed by the researcher. By conducting this research also, the researcher hopes that TNB actually can upgrade their service or quality level in order to make sure that they can make customers always satisfy with service that company provided