Determinants of customer satisfaction towards mobile internet services in Melaka

Mohd Hatta, Mohd Amir Amin (2019) Determinants of customer satisfaction towards mobile internet services in Melaka. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

The mobile internet and also known as mobile web refers to browser-based Internet services accessed from hand held mobile devices, such as smart phones, tablet or feature phones, through a mobile or other wireless network. Traditionally, the World Wide Web (WWW) has been accessed via fixed-line services such as on laptops and desktop computers. There are now more than 4 billion people around the world using the internet in their daily life. Mobile internet usage in daily life become an important criteria in fast changing telecommunication world as it had significant contribution in several areas for the purpose to enhance the services. In Malaysia, the usage of internet by corporate, public sectors, and government is increased rapidly. Through the study conducted by Malaysian Communication and Multimedia Commission (SKMM), of the 32 million Malaysians, it is estimated that 24.5 million of them are Internet users (76.9%). While the rest (23.1%) do not have access to the Internet. Internet usage also reflect to customer satisfaction. Next, customer satisfaction is a reflex the expression of customer is happy or not with the services or products offered by a firm or organization. It involves several factors that influence users to use the internet. Customer satisfaction in purchase intention on mobile internet services can involves several factors such as service quality, price of internet, sales promotion that telecommunication companies provides and also after sales services. Many companies had realized the important of studying, evaluating and implementing marketing strategies that focus in create and increase customer satisfaction and loyalty in the view of the financial beneficial towards the firm. Lastly, customer satisfaction is suggested to be adopted as one of the key performance indicator (KPI) to a firm.

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