UPM Institutional Repository

Consumer's choice and decision making of mobile phone service operator


Khairuddin, Siti Khairulnur Azlinda (2001) Consumer's choice and decision making of mobile phone service operator. Masters thesis, Universiti Putra Malaysia.


Previosly, the Malaysian telecommunication industry was monopolised by Telekom Malaysia Berhad, but now with four other main players in the field, consumers are at the advantage of having loathed of choices. Basically the objective of this study is to determine factors that consumers take into consideration when they evaluate among the choices before deciding which of the mobile phone service operators that they will subscribe to. The study was conducted in Klang Valley area. The convenience sampling technique was utilised in identifying the sample, which consists of 200 respondents that owned a mobile phone. Data for the study were collected through personal interview via structured questionnaire. The data were analysed using t-test and analysis of variance. From the three factors of service quality, price and brand image beng examined in this study, it was found that service quality has the most influence on consumer's choice of mobile phone service operators, mainly on the wide coverage area provided coupled with good transmission and receptions, followed by price and brand image that was considered as not so important in the consumer's point of view. Thus, mobile phone service operators should revise the quality of the service that they are currently providing their customers with, as this might be the means to increase their subscriber base.

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Additional Metadata

Item Type: Thesis (Masters)
Subject: Consumer satisfaction
Subject: Consumers - Attitudes. - Malaysia
Subject: Personal communication service systems
Call Number: GSM 2001 16
Divisions: Graduate School of Management
Depositing User: En. Awang Ahmad Faizi Awang Dahlan
Date Deposited: 26 Aug 2020 07:18
Last Modified: 21 Jan 2022 03:39
URI: http://psasir.upm.edu.my/id/eprint/77915
Statistic Details: View Download Statistic

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