A study on customer preference towards cellular services offered by Telekom Malaysia and its subsidiaries in Ipoh Central town / Hisham Azlin Zainun

This research project paper was focused and emphasis on the customer's preference toward cellular services offered by Telekom Malaysia and its subsidiaries (Mobikom, TM Touch). It is become a difficult task to determine customer preference. In ither word, it is not easy to identify the issue of perception as it relates to the customer preference, their level of awareness, satisfaction, loyalty and buying behaviour. In order for the company to create preference effectively and efficiently, it should develop an initiative programs focus on promoting and persuading the existing and potential customers. At the same time the company should think of the products that are attractive to them. Telekom Malaysia as well as its subsidiaries should come out with an in-depth survey on marketing management to ensure the effectiveness of marketing practice. The areas that require specific attention include market segmentation, positioning, product, price, distribution and promotion. This is all required to ensure it can be competitive in the telecommunication industry as well as leader of tomorrow.