Exploring influencing factors for the selection of mobile phone service providers: A structural equational modeling (SEM) approach on Malaysian consumers
The aim of this paper is to assess the factors that have played significant role to select telecommunication service providers. A survey instruments were employed on Malaysian mobile phone operator’s consumers’ included by demographic background, price, service quality, service availability and p...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Academic Journals
2010
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| Subjects: | |
| Online Access: | http://irep.iium.edu.my/3957/ http://irep.iium.edu.my/3957/ http://irep.iium.edu.my/3957/1/Rahman_%28ajbm%29_2010.pdf |
| Summary: | The aim of this paper is to assess the factors that have played significant role to select
telecommunication service providers. A survey instruments were employed on Malaysian mobile phone
operator’s consumers’ included by demographic background, price, service quality, service availability
and promotion. Data were collected from the consumers’ of three mobile phone operator’s from major
cities in Malaysia. To determine the factors and examining their relationship of those factors towards
the consumer’s perception in selecting an operator’s services. This research has applied exploratory
factor analysis, confirmatory factor analysis and structural equation modeling for testing hypotheses.
From the result it is revealed price or call rate is the most important factor followed by service quality,
service availability and promotion. It is hoped that the findings of this study will assist the mobile
phone industry of Malaysia in what they can produce in their services and how they want to promote
their services as well. The findings of this study also assist mobile phone operator’s managers to invest
their resources more efficiently, making changes to crucial quality attributes that elicit the consumer’s
satisfaction level. However, the findings of this study may provide needed feedback and contribute to
the improvement of players’ strategy and their marketing program. The study only included information
of limited variables and from few cities in Malaysia with limited sample size. However, further research
should be considered to gather more information regarding the brand image, corporate image, and
customers’ satisfaction dimensions in context of the Malaysian mobile phone operators with larger
sample. |
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