Factors influencing perception of international students towards mobile operators

Mobile phones often recognized as an invention technology that facilitate interaction among
students. The number of international students studying in Malaysian institution of higher
education is continuously growing. The vast numbers of international students in Malaysia has contributed not only to the country's education sector, but the telecommunication industry
as well. This research examines the influence of international call rate, promotion and service
quality on perception international students towards mobile service providers in Malaysia.
This study focuses on international students in UUM. A total of 360 questionnaires was distributed to international students in UUM, Sintok. 271 completed questionnaires were to test the hypotheses listed in this research. The study has demonstrated that there exist a relationship between factors as international call rate, promotion, service quality and level of
perception of international students. The findings offer this several implications on how managers of mobile phone service providers can target international students, as well as use it as feedback to improve strategy marketing programs.