What keep you loyal to your telecommunication services provider?

• Main Authors: Sarangapani, Skivern, Baskaran, Shathees, Nallaluthan, Kesavan, Dalayga, Bathmavathy, Indiran, Logaiswari
• Format: Article
• Language: English
• Published: Human Resource Management Academic Research Society 2021
• Subjects: HB Economic Theory
• Online Access: http://eprints.utm.my/id/eprint/97529/1/ShatheesBaskaran2021_WhatKeepYouLoyaltoYourTelecommunication.pdf; http://eprints.utm.my/id/eprint/97529/; http://dx.doi.org/10.6007/IJARBSS/v11-i6/9931

Fierce rivalry among the major players in the Malaysian telecommunications industry was evident despite tremendous growth in recent years. This competitive environment was driven by fluctuating consumer brand loyalty which has become a major concern. Hence, this study examined the factors that influ...