The underlying dimensions of relationship marketing in the Malaysian mobile service sector.
After so many years, the Malaysian mobile service market is getting saturated whereby the service operators had difficulties to differentiate themselves since they had offered almost the same services. As the service options are wide, therefore customers become less committed to a particular provi...
| Main Authors: | , , |
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| Format: | Conference or Workshop Item |
| Language: | English |
| Published: |
2012
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| Subjects: | |
| Online Access: | http://psasir.upm.edu.my/id/eprint/21156/ http://psasir.upm.edu.my/id/eprint/21156/1/067_244_3rdICBER2012_Proceeding_PG0972_0991.pdf |
| _version_ | 1848844147298926592 |
|---|---|
| author | Bojei, Jamil Radam, Alias Abu, Mimi Liana |
| author_facet | Bojei, Jamil Radam, Alias Abu, Mimi Liana |
| author_sort | Bojei, Jamil |
| building | UPM Institutional Repository |
| collection | Online Access |
| description | After so many years, the Malaysian mobile service market is getting saturated whereby the service
operators had difficulties to differentiate themselves since they had offered almost the same services. As
the service options are wide, therefore customers become less committed to a particular provider and
might easily shift from one operator to another. This situation forces the service providers to create a
strategy that focuses more on gaining and retaining long term relationship with their customers.
Therefore, the objective of this study is to determine the underlying dimensions of relationship marketing
in the Malaysian mobile service sector. A sample of 300 customers is drawn using Mall Intercept
Scientific Procedures around Klang Valley and the Structural Equation Model (SEM) is utilized in testing
the proposed model. The results show that the relationship between the exogenous latent factors and
the overall endogenous factor are significant ranging from 0.77 to 0.94. That is, relatively high
proportion of the variance in relationship marketing are well-explained by each of the factors. |
| first_indexed | 2025-11-15T08:26:18Z |
| format | Conference or Workshop Item |
| id | upm-21156 |
| institution | Universiti Putra Malaysia |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-15T08:26:18Z |
| publishDate | 2012 |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | upm-211562015-01-07T02:42:20Z http://psasir.upm.edu.my/id/eprint/21156/ The underlying dimensions of relationship marketing in the Malaysian mobile service sector. Bojei, Jamil Radam, Alias Abu, Mimi Liana After so many years, the Malaysian mobile service market is getting saturated whereby the service operators had difficulties to differentiate themselves since they had offered almost the same services. As the service options are wide, therefore customers become less committed to a particular provider and might easily shift from one operator to another. This situation forces the service providers to create a strategy that focuses more on gaining and retaining long term relationship with their customers. Therefore, the objective of this study is to determine the underlying dimensions of relationship marketing in the Malaysian mobile service sector. A sample of 300 customers is drawn using Mall Intercept Scientific Procedures around Klang Valley and the Structural Equation Model (SEM) is utilized in testing the proposed model. The results show that the relationship between the exogenous latent factors and the overall endogenous factor are significant ranging from 0.77 to 0.94. That is, relatively high proportion of the variance in relationship marketing are well-explained by each of the factors. 2012 Conference or Workshop Item NonPeerReviewed application/pdf en http://psasir.upm.edu.my/id/eprint/21156/1/067_244_3rdICBER2012_Proceeding_PG0972_0991.pdf Bojei, Jamil and Radam, Alias and Abu, Mimi Liana (2012) The underlying dimensions of relationship marketing in the Malaysian mobile service sector. In: 3rd International Conference on Business and Economic Research (3rd ICBER 2012), 12-13 Mar. 2012, Bandung, Indonesia. (pp. 972-991). Relationship marketing - Congresses Cell phone services industry - Malaysia - Congresses Structural equation modeling - Congresses |
| spellingShingle | Relationship marketing - Congresses Cell phone services industry - Malaysia - Congresses Structural equation modeling - Congresses Bojei, Jamil Radam, Alias Abu, Mimi Liana The underlying dimensions of relationship marketing in the Malaysian mobile service sector. |
| title | The underlying dimensions of relationship marketing in the
Malaysian mobile service sector. |
| title_full | The underlying dimensions of relationship marketing in the
Malaysian mobile service sector. |
| title_fullStr | The underlying dimensions of relationship marketing in the
Malaysian mobile service sector. |
| title_full_unstemmed | The underlying dimensions of relationship marketing in the
Malaysian mobile service sector. |
| title_short | The underlying dimensions of relationship marketing in the
Malaysian mobile service sector. |
| title_sort | underlying dimensions of relationship marketing in the
malaysian mobile service sector. |
| topic | Relationship marketing - Congresses Cell phone services industry - Malaysia - Congresses Structural equation modeling - Congresses |
| url | http://psasir.upm.edu.my/id/eprint/21156/ http://psasir.upm.edu.my/id/eprint/21156/1/067_244_3rdICBER2012_Proceeding_PG0972_0991.pdf |