gauging customer expectation over mobile cellular services in malaysia

This study focuses on the consumer experience of telecommunications service quality in malaysia. malaysia's penetration rate has gone over 100 percent, meaning that each person in malaysia has at least one account registered with the telecommunications provider. telecommunications industry competition is becoming fierce as there is a limited market available to share among the industry players. this study used a quantitative approach, using a questionnaire to collect data through random sampling. one hundred and fifty available respondents received, using sem-pls analysis. results indicate that customers are more concerned with service quality and trust than brand image and price. brand image and price did not impact consumer loyalty. one of the critical factors is that the facilities and packages provided are approximately the same price ranges for almost similar coverage areas. the service provider will use the outcome for their ongoing long-term plan.