Factors affect customer loyalty towards telecommunication among students in Faculty of Business Management

This research purposely to investigate which variables that affects the customer loyalty towards telecommunication. In addition, this research also wants to determine the relationship of those variables: trust, service quality and perceived price towards customer loyalty. A survey of 85 respondents was conducted in UITM Melaka City Campus. Pearson correlation and multiple regressions were used to test the hypothesis and research question and it is likely that past study as discovered that those independent variables have strong impact towards customer loyalty in telecommunication. Based on past study, it has been proven that having a better understanding of those variables will leads to have a better marketing strategies and performances for telecommunication company. Theoretical contribution of this study is an extension of knowledge of factors affects customer loyalty.