The determinants of customer loyalty in Malaysian mobile telecommunication services: a structural analysis

The aim of this study is to empirically examine the determinants of customer loyalty (CL) in mobile telecommunication services (MTS) from the Malaysian perspective. Service quality (SQ), perceived value (PV), trust and habit were examined as the determinants of customer loyalty. The currently unexplored causal relationships between these determinants were also examined. Unlike most of the past studies which focused on the determinants of CL, this study is one of the first to examine not only the determinants but the causal relationships between them. A total of 230 samples were gathered in a cross-sectional survey and analysed using structural equation modelling. The findings revealed positive significant influences of trust and habit on CL but not for SQ and PV. These findings contribute significantly in filling up the knowledge gap regarding the determinants of CL in MTS. The implications from this study may assist MTS providers, operators, managers and manufacturers in their decision making processes as well as expanding and enhancing their profitability, products and services.