Factors influencing customer to switch mobile service provider: A case study at UiTM KB / Siti Nurani Zulkfli ... [et al.]

Zulkfli, Siti Nurani and Abd Razak, Nor Fatihah and Che Yusof, Nur Syaliza Hanim and Nordin, Noor Ilanie and Salleh, Aisyah Wahyuna and Che Apandi, Nur Ain Mardiah and Shikh Mohd Noor, Siti Nur Auni Husna (2020) Factors influencing customer to switch mobile service provider: A case study at UiTM KB / Siti Nurani Zulkfli ... [et al.]. Journal of Mathematics & Computing Science, 6 (2). pp. 38-43. ISSN 0128-0767

Official URL: http://jmcs.com.my/

Abstract

Malaysia's telecommunications services industry has grown significantly over the last few years especially in mobile service providers. Hence, mobile service provider have great challenges on how to retain their consumer, since there were so many elements that might cause customers to switch their mobile service providers. This study aimed to explore the effect element of price, sales promotion, peer and family influence and customer service in attracting user to switch mobile service providers. A set of questionnaire was used to collect data from 280 respondents using a simple random sampling technique. Reliability analysis, correlation analysis, multiple linear regression were conducted by using IBM SPSS. The findings showed that price and customer service has a significant effect on the customer switching. Pearson correlation analysis was tested to determine the relationship between all the factors that influence consumer switching. The result reveals that customer switching has highest correlation with price but lowest correlation with peer and family influence. This study will beneficial to mobile service providers to develop new marketing strategy in order to maintain their customers.

Metadata

Item Type: Article
Creators:
Creators
Email / ID Num.
Zulkfli, Siti Nurani
UNSPECIFIED
Abd Razak, Nor Fatihah
UNSPECIFIED
Che Yusof, Nur Syaliza Hanim
UNSPECIFIED
Nordin, Noor Ilanie
UNSPECIFIED
Salleh, Aisyah Wahyuna
UNSPECIFIED
Che Apandi, Nur Ain Mardiah
UNSPECIFIED
Shikh Mohd Noor, Siti Nur Auni Husna
UNSPECIFIED
Subjects: H Social Sciences > HE Transportation and Communications > Telecommunication industry. Telegraph
H Social Sciences > HF Commerce > Consumer satisfaction
H Social Sciences > HF Commerce > Customer services. Customer relations
Divisions: Universiti Teknologi MARA, Kelantan > Machang Campus > Faculty of Computer and Mathematical Sciences
Journal or Publication Title: Journal of Mathematics & Computing Science
UiTM Journal Collections: UiTM Journal > Journal of Mathematics and Computing Science (JMCS)
ISSN: 0128-0767
Volume: 6
Number: 2
Page Range: pp. 38-43
Keywords: Customer service, customer switching, peer and family influences, price, sales promotion, mobile service, service provider
Date: 17 December 2020
URI: https://ir.uitm.edu.my/id/eprint/49080
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