Customer's satisfaction towards fixed line SMS in Johor Bahru area / Nurul Aziah Ramli

Short Message Services (SMS) has been in demand and important in the telecommunication industry. The type of communication benefits many parties in terms of simple and speedy delivery in addition to saving cost. Telekom Malaysia has no exceptions in introducing this type of service to the public. In the last two years, Fixed Line SMS was introduced to the interested parties.

This study aims at looking at the level of customer satisfactions of using Fixed Line SMS and three service quality dimensions are chosen to measure the satisfaction, namely service reliability, responsiveness and empathy. Respondents are Fixed Line SMS customers residing in Johor Bharu areas and they have responded to the questionnaires, which convey their perceptions and grievances as well as suggestions on the service.
The result of the study shows that out of the three dimensions, empathy is the main factor contributing to the satisfaction of the TELEKOM Fixed Line SMS. It is to the TELEKOM staff advantage to ensure that they keep on sustaining "empathy" in their service but improving service reliability and responsiveness, if they were to keep their customers happy and loyal to TELEKOM. In addition to an increase in promotion to inform the public about the existing of the service, the pricing strategy should be revised to keep competition at bay.