ABSTRACT

Customer satisfaction is a fundamental marketing construct in the last

three decades.
In the past, it was unpopular and unaccepted concept because
companies thought it was more important to gain new customers than
retain the existing ones.
However, in this present decade, companies have gained better
understanding of the importance of customer satisfaction (especially
service producing companies) and adopted it as a high priority
operational goal.
This study aimed at investigation the overall customer satisfaction of
the mobile telecoms industry in Malaysia, factors influencing
satisfaction and the relationship between satisfaction and demographics.
The combination of network quality, billing, validity period and
customer support (mobile services attributes) showed strong
relationship with satisfaction while age, gender, location and
employment variables showed weak relationship.

STATEMENT OF THE PROBLEM

A focus of quality is crucial to service business and it has acted as a
basic for organization to survive the competition, get societys
acceptance
Customer satisfaction is positively related with product and service
quality
The present study will investigate the relationship among product and
service quality, customer satisfaction in the context of Malaysia.
I want to test the hypothesis whether there is a problem to achieve
customers satisfaction in DiGi Telecommunications Sdn. Bhd.,
Celcom Axiata Berhad and Maxis Berhad and affecting on the target
of achievement of the companys objectives. Survey will be taken to
know the customers satisfaction. This will be in descriptive research
where the objectives will find out from the market by asking the
customers about their views.

OBJECTIVES OF THE STUDY

To know the customers satisfaction level of three telecommunication
companies.
To know the customers behavior and response towards three
telecommunication companies
To find out the factors influencing the customers.
To know the activities and facilities provided by company to satisfy
customers.
To study welfare activities of the company.
To know the expectations of customers while connecting with three
telecommunication companies.
To give remedial measures that can be implemented by three
telecommunication companies

SCOPE OF THE STUDY

The scope of the project report is to study the
level customer satisfaction of DiGi
Telecommunications Sdn. Bhd., Celcom Axiata
Berhad and Maxis Berhad.
Every company wants the feedback of their
customer about the product, price, service and
promotional activities in order to know the
customer attitude towards its product.
This study might give clear idea about the level of
customer satisfaction of DiGi Telecommunications
Sdn. Bhd., Celcom Axiata Berhad and Maxis
Berhad.

LITERATURE REVIEW
CUSTOMER SATISFACTION

Customer satisfaction, as a construct, has been fundamental to marketing

for over three decades.
As early as 1960, Keith (1960) defined marketing as satisfying the
needs and desires of the consumer.
Hunt (1982) reported that by the 1970s, interest in customer satisfaction
had increase to such an extent that over 500 studies were published.
This trend continued and by 1992, Peterson and Wilson estimated the
amount of academic and trade articles on customer satisfaction to be
over 15,000.
Increasing customer satisfaction has been shown to directly affect
companies market share, which leads to improved profits, positive
recommendation, lower marketing expenditures (Reichheld, 1996;
Heskett et al., 1997), and greatly impact the corporate image and
survival (Pizam and Ellis, 1999).

LITERATURE REVIEW
DEFINITION

Parker and Mathew (2001) expressed that there are two basic
definitional approaches of the concept of customer satisfaction.
The first approach defines satisfaction as a process and the
second approach defines satisfaction as an outcome of a
consumption experience.
These two approaches are complementary, as often one
depends on the other.
Customer satisfaction as a process is defined as an evaluation
between what was received and what was expected (Oliver,
1977, 1981; Olson and Dover, 1979; Tse and Wilton, 1988),
emphasizing the perceptual, evaluative and psychological
processes that contribute to customer satisfaction (Vavra, 1997,
p. 4).

LITERATURE REVIEW
Parker and Mathews (2001) expressed that attention has been
focused on the nature of satisfaction of the outcome approach
which include:
1. Emotion: Satisfaction is viewed as the surprise element of product or
service purchase and or consumption experiences (Oliver, 1981), or is an
affective response to a specific consumption experience (Westbrook and
Reilly, 1983).

2. Fulfillment: The theories of motivation state that people are driven by

the desire to satisfy their needs (Maslow, 1943) or by their behavior aimed
at achieving the relevant goals (Vroom, 1964). However, satisfaction can
be either way viewed as the end-point in the motivational process.

3. State: Oliver (1989) expressed that there are four framework of

satisfaction, which relates to reinforcement and arousal. Satisfaction-aspleasure results from positive reinforcement, where the product or
service is adding to an aroused resting state, and satisfaction-as-relief
results from negative reinforcement .

CONCEPTUAL FRAMEWORK

CONCEPTUAL FRAMEWORK
H1A: Reliability has a significant and positive
effect on Service quality;
H1B: Assurance has a significant and positive
effect on Service Quality; and
H1C: Tangible has a significant and positive effect
on Service quality.
H1D: Empathy has a significant and positive effect
on Service quality
H1E: Responsiveness has a significant and
positive effect on Service quality
H2A: Service Quality has a significant and positive
effect on Customers Satisfaction

RESEARCH METHODOLOGY
The data will collect through survey. The information will be
collected directly from respondents.
The survey is to be done by personal interview, where the
information collects directly from respondents in face-to-face
situation. The measurement technique used was a questionnaire.
Questionnaire as instrument of the research as a formalized
instrument would give the respondents and the researchers a fixed
pattern to conduct a survey.
The questionnaire is structured, as it would provide better means of
recording the information.

SAMPE SIZE
SAMPE SIZE
The sample contains 100 respondents. This number is chosen
taking into consideration on the time limit and inadequacy of
manpower for the survey. This population is from Kuala
Lumpur.

SAMPLING METHOD
SAMPLING METHOD
The sampling method is non-probability in this survey we will use
judgmental sampling. The respondents shall be interviewed in their
work areas such as office, hospital, home, school, and college, and
super market in Klang Velly area.

QUESTIONNAIRE
CUSTOMER SATISFACTION SURVEY
Section A
1. Which of the following age category are
you?

16-25

26-40

41-55

56-65

66-75
2. Please indicate your gender

Male

Female

QUESTIONNAIRE
3. Which of the following indicate your type
of employment

Public employment

Private employment

Self-employment

Student

Unemployed

QUESTIONNAIRE

Section B:
4. Which of the mobile operators do you
subscribe to?

Digi

Celcom

Maxis

Others
5. Please rate your
satisfaction
this
Very
Satisfie Dissatisfie ofVery
d
d
dissatisfied
service on the satisfied
following:

No opinion

Network availability

Billing

Validity period

QUESTIONNAIRE

6. When you call to complain or query

anything, how satisfied are you on the
Very
Satisfied Dissatisfie
Very
following:
satisfied

dissatisfied

No opinion

Overall customer care

service
Ability to get attendant
quickly

Attitude of the attendant

Ability to provide a solution

QUESTIONNAIRE
7. Overall, how satisfied are you with the use
of this service

Very satisfied

Satisfied

Dissatisfied

Very dissatisfied

No opinion