The Impact of Perceived Service Quality Towards Customer Loyalty and Satisfaction in the Telecommunication Service Industry

The main objective of this study is to investigate the relationship between service quality, customer satisfaction and customer loyalty in Malaysia. The context framework of this study is adapted from the existing SERVQUAL framework and was later applied in the telecommunication service industry. The research data was collected using a questionnaire with targeted respondents aged 17 and below to 40 and above. Once all data were collected, software SPSS and PLS were used for the regression. One hundred fifty-nine respondents participated in the survey out of 200 questionnaires distributed. In finding this study, there is a positive relationship between customer satisfaction and loyalty. There is a strong relationship among the seven variables used in the service quality towards customer satisfaction and the mediator. It gives different views and means with the summary of the findings that conclude that 2 out of the seven variables impact customer satisfaction.