Factor Affecting Consumer Loyalty Toward Mobile Service Provider In Melaka

Hazizi, Al-Jannahtulnur (2017) Factor Affecting Consumer Loyalty Toward Mobile Service Provider In Melaka. Project Report. UTeM, Melaka,Malaysia. (Submitted)

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Abstract

This thesis aims to identifying the most critical factors affecting consumer loyalty toward mobile service provider in Melaka.The independent variables which are price,core service,attraction by competitor,switching cost and employee responsiveness to service.In this thesis, quantitative approach is used to find out the factors affecting consumer loyalty toward mobile service provider.Quantitative approach is an excellent way to finalize the result and proved or disproved a hypothesis. An intensive literature review was carried out to fmd the relationship between the dependent variable and independent variable.In order to accomplish the objectives of the study.Questionnaire surveys have been distributed to the respondent.Therefore,a number of 200 questionnaires distributed to sample of community in Melaka for mobile service provider.The questionnaire contains 24 items measured on a five-point Likert scale. The data were analysed using Statistical Package for the Social Science (SPSS).Besides that,correlation,regression analysis has been applied on the consumer loyalty with the independent variable to fulfil the entire objective. The findings show that price,core service,and switching cost has significant relationship with the factors affecting consumer loyalty toward mobile service provider in Melaka.

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