QR Code Link : Type : Thesis Subject : Business, Marketing, International Trade Main Author : Pubathy A/L Krishnasamy Title : An Investigation of Service Quality, New Tech Advancement, Ethical Conduct and Customer Satisfaction in the Malaysian Telecommunications Industry Content Type : still image (rdacontent) Media Type : computer (rdamedia) Carrier Type : online resource (rdacarrier)

Place of Production : Kuala Lumpur Publisher : Tun Razak Graduate School Year of Publication : June 2024 Physical Description : ill, 72 pages Notes : Research Project Submitted in Partial Fulfilment of the Requirements for the Degree of Master of Business Administration University Tun Abdul Razak Corporate Name : UNIRAZAK Library PDF Full Text : Login required to access this item.

Abstract : UNIRAZAK Library

This research investigates the interplay between service quality, new tech advancement, ethical conduct, and customer satisfaction within Malaysia's telecommunications industry. The study aims to understand how these factors contribute to customer retention. Data was gathered through a comprehensive survey with a sample size of 385 respondents, receiving a 50% response rate with 193 responses. A reliability analysis using the Cronbach’s Alpha was conducted and accepted. Analysis was conducted using SPSS. Three hypotheses were tested: service quality positively influences customer satisfaction; new technological advancements positively impact customer satisfaction; and ethical conduct correlates positively with customer satisfaction. Results showed a strong positive relationship between service quality and customer satisfaction (r = 0.842), confirming that higher service quality leads to greater customer satisfaction. The integration of 5G technology showed a moderate positive correlation with customer satisfaction (r = 0.511), indicating that technological advancements enhance customer satisfaction, though not as strongly as service quality. The ethical conduct of service providers demonstrated a moderate positive correlation with customer satisfaction (r = 0.617), suggesting ethical practices significantly enhance customer satisfaction. The study's implications highlight that service quality, technological advancements, and ethical conduct are crucial determinants of customer satisfaction in the Malaysian telecommunications industry. Service quality emerged as the most critical factor, followed by ethical conduct and technological advancements. To enhance customer satisfaction, telecommunications providers should focus on improving service quality, adopting technologies like 5G, and maintaining high ethical standards. These strategies will help meet and exceed customer expectations, ultimately achieving higher customer satisfaction. This research provides valuable insights into factors affecting customer satisfaction, offering a foundation for future studies.

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