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Hubungan Strategik antara Pemasaran dan Kesetiaan Pengguna di Telekom Malaysia

Suhaida Herni, Suffarruddin (2010) Hubungan Strategik antara Pemasaran dan Kesetiaan Pengguna di Telekom Malaysia. Masters thesis, Universiti Utara Malaysia.

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This research explores the impact of relationship marketing on customer loyalty in telecommunication sector. A survey of users of products and services in Telekom Malaysia was conducted to determine the significance and influence of the
underpinnings of the relationship marketing such as trust, commitment, communication and conflict handlings on costumer' loyalty in the telecommunication sector. A total of 128 usable questionnaires were obtained from total of 150
questionnaires distributed. The flndings shows that the four(4) variable namely trust, commitment, communication and conflict handling, were important in determining and influencing customer' loyalty. Since the results of the research showed that customer' loyalty is related to trust, commitment, communication and conflict handling factors, therefore Telekom Malaysia need to consider these factors and provide the right tenant mixes, services, and other facilities that are essential for attracting customer.

Item Type: Thesis (Masters)
Supervisor : Abdullah, Haim Hilman
Item ID: 2454
Uncontrolled Keywords: Marketing, Customer Loyalty, Telecommunication Sector
Subjects: H Social Sciences > HF Commerce. > HF5415.33 Consumer Behavior.
Divisions: College of Business (COB)
Date Deposited: 10 Oct 2011 06:55
Last Modified: 24 Jul 2013 12:16
Department: College of Business
Name: Abdullah, Haim Hilman
URI: https://etd.uum.edu.my/id/eprint/2454

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