Determinants of Customer Satisfaction on Mobile Telecommunication Services in Malaysia

This study delves into the overarching consumer satisfaction landscape within the telecommunications industry in Malaysia, examining factors influencing customer satisfaction and their interrelation with customer service, service quality, and price. Though these factors have separately been researched in many countries, at present, there is a limited and context-specific understanding of how they combine to shape customer satisfaction in Malaysia’s highly competitive mobile market, especially within an integrated framework that is grounded in Expectation Confirmation Theory (ECT). To address this gap, data were collected through a self-administered, online questionnaire from 250 mobile telecommunication service users in Selangor and Kuala Lumpur. The study aimed to comprehensively understand customer satisfaction dynamics within the Malaysian telecom sector. Using SPSS for analysis, if has been found that customer service, service quality and price have a positive and significant influences on customer satisfaction, with service quality being the highest factor that explains customer satisfaction. The model explains 53.7% of the variance in customer satisfaction, underscoring the combined importance of the three determinants. This research extends existing knowledge in providing empirically grounded evidence from the Malaysian context and by shedding light on the relative influence of customer service, service quality, and price on satisfaction within an ECT-based framework. From a practical perspective, the results suggest telecom providers should focus on service quality improvements, enhance their customer service capabilities, and adopt fair and competitive pricing policies in order to develop customer satisfaction and retention in a rapidly changing market.