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Telecommunication Industry in Malaysia: Demographics Effect on Customer Expectations, Performance, Satisfaction and Retention

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  • Norizan Mohd Kassim

Abstract

This study examined differences in customer expectations, perceptions of performance and satisfaction and retention of telecommunications service quality in the multi-ethnic environment of Malaysia. Analysis of multivariate covariance was used to determine the effect of a number of demographic variables (gender, ethnic, age, marital, education and income). Overall, the findings suggested that some demographic variables have significant effects on some dimensions involved in expectations, perceptions of performance and satisfaction, and retention with income having the most effects and gender, ethnic, and marital status having the least effects. Those dimensions include service coverage, billing integrity, quality of line, customer service and customer service outlet.

Suggested Citation

  • Norizan Mohd Kassim, 2006. "Telecommunication Industry in Malaysia: Demographics Effect on Customer Expectations, Performance, Satisfaction and Retention," Asia Pacific Business Review, Taylor & Francis Journals, vol. 12(4), pages 437-463, October.
    • Handle: RePEc:taf:apbizr:v:12:y:2006:i:4:p:437-463
    DOI: 10.1080/13602380600571401
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    Cited by:

    1. Muhammad Farooq & Valliappan Raju, 2019. "Want to Stay the Market Leader in the Era of Transformative Marketing? Keep the Customers Satisfied!," Global Journal of Flexible Systems Management, Springer;Global Institute of Flexible Systems Management, vol. 20(3), pages 257-266, September.
    2. Andy Chin Woon Fook & Omkar Dastane, 2021. "Effectiveness of Loyalty Programs in Customer Retention: A Multiple Mediation Analysis," Jindal Journal of Business Research, , vol. 10(1), pages 7-32, June.

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