Consumer Behaviour Toward Mobile Data Service Providers Performance In Skudai, Johor Bahru
The consumer behaviour toward mobile data service performance depends on service quality, social influence, purchase intention and promotion. This study proposed a conceptual framework with modified of the Theory of Planned Behavior in order to examine the consumer behaviour toward mobile data se...
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| Main Author: | |
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| Format: | Final Year Project Report |
| Language: | English |
| Published: |
Universiti Malaysia Sarawak, (UNIMAS)
2016
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| Subjects: | |
| Online Access: | http://ir.unimas.my/id/eprint/37813/2/Yeoh%20Kim%20Hui%20%28fulltext%29.pdf http://ir.unimas.my/id/eprint/37813/ |
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| Summary: | The consumer behaviour toward mobile data service performance depends on service
quality, social influence, purchase intention and promotion. This study proposed a
conceptual framework with modified of the Theory of Planned Behavior in order to
examine the consumer behaviour toward mobile data service performance. The
questionnaire are distributed by convenient sampling method. Data collected from
400 respondents at Skudai area were used to test the proposed model. The result
showed that the service quality is the strong predictors of consumer behaviour based
on Pearson Correlation Coefficient and Multiple Regression analysis. Managerial
and Theoretical implications have been discussed to provide insight and useful
information to the telecommunication industry. The limitations faced in this study
will be addressed and recommendations will be developed to assist future
researchers in managing these limitation. |
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