Factors that affect celcom's customer loyalty in telecommunication industry / Nurul Amalina Roslan

The purpose of this research paper is to determine the factor Thar affect Celcom's customer loyalty in telecommunication industry. A business need to know the factor to make customer stay loyal to Celcom services for a long period of time. At the same time, the right factor also can attract new customer change into Celcom. Customer loyalty can be related to price, service quality (tangibles, reliability, responsiveness, assurance and emphathy) and brand image. The methodology used in this research paper is quantitative. The researcher distribute questionnaire to 100 respondent to do data collection. All the data was analyze using SPSS where researcher do descriptive, reliability and regression analysis. The findings indicate that customer price, service quality and brand image affect Celcom's customer. This finding can give company an understanding on how to tackle their customer in term of customer loyalty.