Factors influence customer satisfaction on broadband services among the public in Kuala Kangsar / Syamsul Izwan Mohamad

The business concerned is based upon customer satisfaction through repurchase, purchasing of more items, positive word of mouth and customer's willingness to pay more for the particular service. This study focused on factors that influence customer satisfaction on broadband services among the public in Kuala Kangsar. The number of sample in this research was 201. This study provides very useful information by acquiring and gaining knowledge about the relationship of customer satisfaction with regard to the quality, coverage and speed of broadband services offered. In this study, the method of data collection was obtained from the questionnaire which was answered by the selected respondents relating to the purposes of this research. The Statistical Package for Social Science Software (SPSS) version 25.0 was used to analyze the data after the respondents collected the entire questionnaires. The results of the study show that speed is the most influential factor towards customer satisfaction while coverage is the least influential. The overall findings showed that customer satisfaction towards the broadband service is in the medium level. The finding offers guidance for the broadband service provider to decide which attributes to focus on to improve overall customer satisfaction in Kuala Kangsar's broadband service.