A study on the effect of service quality toward customer loyalty at Telekom Malaysia Berhad / Haslizahanim Mohd Razali

This project paper is aimed at examining the effect of service quality toward customer loyalty at Telekom Malaysia Berhad. Customer loyalty is important in determining the potential growth of a company in the future, especially in a stiff competitive industry like telecommunication.
Telekom Malaysia Berhad had widely known as a leader in the fixed telecommunication industry. It was the monopolist in the fixed telephone line industry, until the government introduced the ‘Equal Access’ policy. Through this policy, Telekom Malaysia Berhad is no longer the sole subscriber in the fixed telephone line industry. Customers has been given a choice to choose any other four subscribers that offer the service, namely Celcom, Binariang, Digi Telecommunications and Time Telekom.
Therefore, a survey was conducted to study the effect of service quality toward customer loyalty at Telekom Malaysia Berhad. It is hoped that the result of the survey can be used to develop better strategies to confront the competitors. The survey was held by distributing questionnaires to the selected 100 Major Business Sales’s customers all over Kinta Valley, through personal and telephone interviews. Desk research on the company’s report, journals, news paper cutting, magazines and selected books were also carried out.