The relationship between service quality and customer loyalty at a telecommunication company in Malaysia

Service quality is becoming the most significant aspect of business success for either manufacturers or service providers. Therefore, businesses are eager on precisely measuring service quality in understanding its crucial antecedents and consequences to accomplish competitive advantage and assemble customer loyalty. Thus, this paper is to determine the relationship between service quality and customer loyalty at a telecommunication company in Malaysia. The data were gathered through the distribution of questionnaires to the total of 306 respondents who visited and used the products or services at TMpoint Bukit Raja, Klang, Selangor. The researcher used the correlational and multiple regression methods. The result identified that there was a positive and significant relationship between service quality and customer loyalty. The most influence factor on customer loyalty was assurance followed by reliability and tangibles. Nevertheless, there was no significant influence among responsiveness and empathy on customer loyalty. The implications of the findings are