Factors that Influence Malaysians’ loyalty towards Mobile Internet Service Provider (MISP) / Ellis Nur Syaqira Ahmad Hariri and Nur Syazwani Rusnan

The purpose of the study was to examined the factors that influence Malaysian’s loyalty towards Mobile Internet Service Providers (MISP). The study was carried between October 2021 until June 2022. This study employed the convenience sampling technique in collecting the data. This sampling technique is suitable as the selection of samples are easily accessible. The result of the study revealed three important findings. First, majority of the respondents were agreed that they have high loyalty towards their MISP. Second, there is significant relationship between the trust, customer satisfaction and switching cost towards Malaysian’s loyalty towards MISP. Third, the factor that has the most influence on the Malaysian’s loyalty towards MISP is the customer satisfaction. Therefore, this study suggests that MISP’s company should focus more on ensuring the customers were satisfied with their services, so that they can keep their customers loyal towards their services.