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10,492 words
TABLE OF CONTENTS
Page
List of Tables......................................................................................................................... IV
List of Figures........................................................................................................................ IV
Acknowledgement................................................................................................................. V
Abstract.................................................................................................................................. VI
1.0 Introduction......................................................................................................................1
behavioural intention.......................................................................................... 16
behavioural intention.......................................................................................... 17
behavioural intention.......................................................................................... 18
3.2 Population............................................................................................................ 21
2
3.4 Sampling Technique............................................................................................ 22
3.7.1 Frequency.............................................................................................. 26
5.0 Conclusion....................................................................................................................... 37
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5.1 Managerial Implications...................................................................................... 37
6.0 References........................................................................................................................40
7.0 Bibliography.................................................................................................................... 52
8.0 Appendices.......................................................................................................................58
LIST OF TABLES
Page
4
Table 3 Frequency analysis 28
LIST OF FIGURES
Page
ACKNOWLEDGEMENT
There are several people that I would to like to offer myappreciation for assisting me in the
process of conducting this study. Firstly, I would like to thank .. for his excellent
guidance and advice in completing this dissertation. Next, I would like to express my
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gratitude to my family and friends for their continuous support during this period. Not to be
forgotten, the contributions of my fellow coursemates are also highly appreciated by me.
Lastly, I would like to say thank you to all the respondents for their participation because
ABSTRACT
The objective of this paper is to explore the relationship between of personal values, service
quality, perceived value, customer satisfaction and behavioural intention in the broadband
market. To be more precise, the paper would examine whether personal values, service
6
quality and perceived value have any significant relationship with behavioural intention. In
addition, the role of customer satisfaction as a mediator in the above relationship will also be
verified. A total of 300 questionnaires were distributed in Kuching, Sarawak. The data
obtained was analysed using frequency, descriptive statistics, Pearson correlation and
hierarchical multiple regression. The findings suggest that service quality and perceived
value are predictors of behavioural intention while personal values did not show similar
results. Customer satisfaction was found to be a mediator but its interaction with personal
values, service quality and perceived value did not provide any significant impact on
behavioural intention.
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CHAPTER 1: INTRODUCTION
Studies on service industry has been emphasised greatly in the research priorities recently due
to the rapid growth of service industry together with its significance especially on the
economic sector (Ostrom et al., 2010).Services were defined as those economic activities
that typically produce an intangible product (Heizer and Render, 1999). In todays service
industry, ensuring customer satisfaction is always one of the main priorities of the
related to behavioural intention of the customer which are recognised in the literature as an
imperative predictor of the profitability of the service providers (Slater and Narver, 1995).
Hence, behavioural intention such as customer willingness to pay more, word of mouth and
switching intention should be studied intensively by the firms in order to gain better
However, achieving high level of customer satisfaction is not a simple task due to several
internal and external factors such asservice quality (internal factor), perceived value and
personal values (external factor). Service quality is an internal factorsince it depends entirely
differentiate itself from its competitors and thus gain sustainable competitive advantage
within the industry (Gounaris et al., 2003). It is also suggested that an increase in service
quality will lead to higher level of customer satisfaction, repurchase intention and positive
word of mouth towards the firm (Yoon and Suh, 2004). Both perceived value and personal
values are considered as external factor because it rely heavily on the individual
evaluation.Perceived value is also noted as one of the most crucial aspects of differentiation
in service marketing strategies (Jen and Hu, 2003). Although it is not as popular as service
(Moliner, 2008). Apart from that, another theory which is personal values is also a potential
1
precursors that could possibly provide a more accurate explanation on customers satisfaction
and behavioural intention in the context of loyalty (Rokeach, 1973).Personal values was
suggested as the fourth hierarchical level in Zeithaml model in 1988, but unfortunately it has
not being developed much as it received little attention from the research community (Lages
and Fernandes, 2005). Presently, majority of the service evaluation studies only focus on the
evaluation of simple bivariate relationship between the proposed constructs and behavioural
intentions (Vlachos and Vrechopoulos, 2008). Thus, these past studies lack of the presence of
the third variable such as mediator which could provide more precise explanation between
the interaction of independent and dependent variables in the service industry viewpoint.
The present study is conducted based on an organisation in the broadband sector since
previous research frequently focus on the hospitality, banking and healthcare industries.
Existing research on broadband sector mostly concentrate only on the factors affecting the
internet has been increasing non-stop over the years and still, it is not showing any sign of
slowing down even in the future since the world is experiencing globalisation now. In fact,
internet service has almost become a need to some of us for our daily life activities such as
works, studies and entertainments which explains why almost everyone that lives in the urban
area has access to the internet.Measuring customer satisfaction and predicting the behavioural
intention might be difficult due to its pure service nature unlike other service industries that
2
1.2 Background of Telekom Malaysia (TM)
The internet era in Malaysia started in year 1995 and fast forward to today, the broadband
sector does not grow in a competitive environment due to the virtual monopolisation of
Telekom Malaysia (TM). The monthly price of internet in Malaysia is much higher than
some of its neighbouring countries for example Singapore and Thailand. In addition, even
these days certain areas in Malaysia still experiencing low connectivity, slow speed or no
service coverage at all.Currently, Malaysia is ranked at the 125th out of 191 countries in the
world internet speed (Ookla, 2014).Telekom Malaysia Berhad which is widely known as TM
by the Malaysians, is the largest broadband provider in the country. Its headquarter is based
Department of Malaya in year 1946 and rebranded as Telekom Malaysia in 1991 until today.
In year 2001, TM introduced its first broadband service, Streamyx and followed by the
launching of Unifi, the high speed broadband (HSBB) in 2010. As of now, the fastest internet
speed provided by TM is 20 Mbps which belongs to the Unifi package. According to the
Telekom Malaysia Berhad annual report (2013), TM has achieved RM 10.63 billion revenue,
the highest revenue growth in the industry at 6.4%. On top of that, it has also won various
awards such as Fixed Broadband Service Provider of the Year from the Frost & Sullivan Asia
The objective of this study is toexamine the relationship of personal values, service
broadband industry.Specifically, the present study would verify whether personal values,
service quality and perceived value have any significant relationship with behavioural
3
intention. In addition, the role of customer satisfaction as a mediator in the above
The study is essential in several ways, first it provides the readers a more updated and in-
depth level of understanding on the relationship in between personal values, service quality,
perceived value, customer satisfaction and behavioural intention specifically in the broadband
environment. At the same time, it also helps in increasing the society awareness regarding
marketing processes and activities. In actual fact, majority of people with the exception of
marketing experts do not realise that they have been involved indirectly in part of marketing
activities in their daily life. All they think about marketing is just an effort which is planned
strictly limited to promotional activities only but it should be seen as a process starting from
problem recognition to post purchase behaviour. On the other hand, this paper could also be
intention. For broadband providers, this study will identify the importance of personal
values, service quality and perceived value in determining the customers post-purchase
behaviour. Subsequently, broadband providers could use the findings of the study to further
analyse its own weakness and make necessary improvement in that specific areas as to
intention. Last but not least, this paper can serves as a future reference for students or
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1.5 Theoretical Framework
The following model is the theoretical framework of this entire study, constructed based on
Personal Values
Customer
Behavioural
Service Quality Satisfaction
Intention
Perceived Value
H1: Personal values are significantly related to behavioural intention both directly and
H2: Service quality is significantly related to behavioural intention both directly and
H3: Perceived value is significantly related to behavioural intention both directly and
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The study of literature review enables the examiners to have more comprehensive
understanding on the concepts related to the research as it is the compilation of the work done
previously by multiple authors. Different intellectuals have their own point of view and thus,
several perspectives or approaches will be formed at the end of the literature review. In the
following sections, the concept of personal values, service quality, perceived value, customer
As being mentioned earlier on, the conception of personal values are not fully developed due
to the lack of interests on it but now, it starts to gain attention due to marketers realising the
importance of personal values in emerging as a way to understand how customers fulfil their
individual needs when using a service. Personal values are defined as an enduring belief that
the other side, personal values can be described as desirable goals, changing in significance,
that serve as guiding codes in individual life. (Schwartz, 1994, p. 88).Personal values are also
relatively durable and it predicts both attitudes and behaviours (Lotz et al., 2003). It is often
viewed as a belief or concept that guide evaluation and choice of particular events as well as
behaviour to an enviable end stateKropp (2005). Based on the various definitions given by
the authors, personal values can be best explained and summarised as a guideline for
behaviour. Itis strongly hinted that personal values serve as the foundation for cognitive
structure and attitudes of an individual towards other people and objects for instance
comparing oneself with another person. Hence, personal values could be used as a judgment
in solving conflicts, decision making, experiencing and adjusting the relationships between
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Since the study is based on the broadband industry, the service personal values known as
SERPVAL developed byLages and Fernandes (2005) was employed instead of the list of
value (LOV) scales of values, introduced by Kahle (1980). The service personal values are
Schwartz (1990). It comprise the following components: value to peaceful life, value to
social recognition and value to social integration. These three components of service
personal values act as a service evaluation criteria for the consumer. Applying the service
personal values on the broadband service context. Value to peaceful life refers to the
consumption of broadband service which make the individual to have a more pleasurable life,
more tranquil, safe or harmonious life. Besides that, it also defends or protects the individual
from being pressured or threaten. As for value to social recognition, the individual gains
respect from others, enhancing social status, or achieving a more fulfilling and exciting life
through the use of the broadband service. The last component, value to social integration
speak of improving individual relationship with family, friends and society as well as higher
integration into the society by utilising the broadband service(Lages and Fernandes, 2005).
Service quality is undeniably a core aspect in the service industry. Nowadays, the term
product quality is seldom used anymore and has been replaced by service quality instead.
This is mainly because in todays world, most or all the product transaction will definitely
involves some sort of interactions between the customers and the employees. The very early
definition of service quality is the outcome of an evaluation process that focuses on the
comparison between expectations and experiences of the service from the perspective of
customers (Gronroos 1984, p. 37). Under this definition, dimensions of service quality is
categorised into functional quality (the process of service delivery) and technical quality
(what consumers actually receive from the service). Supporting Gronroos (1984)
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interpretation, Parasuraman et al. (1985) added that service quality is a function of the
differences between expectation and performance based on the proposed ten quality
usually have certain level of expectations formed towards the service. Expectation is viewed
as what service providers supposed to do and how they should have act (Patterson, 1993). It
can also be interpreted as the pre-purchase beliefs regarding a product or service based on the
1997). Hence, development of expectation should not be strictly limited to past experiences
communications. Even so, organisation such as broadband providers should not create any
unrealistic expectation among the potential customers as failure to deliver what they have
characterisation of service quality might be old, nevertheless it is still able to interpret the
scale that defines service quality as perception minus expectation. The SERVQUAL consists
of 22 items which are classified into five dimensions for each of perception and expectation.
These five dimensions include reliability, assurance, tangibility, empathy and responsiveness.
Reliability is described as the ability to deliver the promised service dependably and
precisely. As for assurance, it refers to the knowledge and courtesy of employees and their
abilities to display trust and confidence to the customers. Tangibility speak of the
individualised attention provided by the firms to the customers. Last but not least,
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service. Fulfilment of these five dimensions is not an option but a must for every broadband
provider.
Numerous researchers have used the SERVQUAL dimensions as the foundation for their
studies due to its insightful and practicality framework (Christopher, Payne and Ballantyne,
2002, p. 177).However, every theoretical model has its own weaknesses and this includes the
SERVQUAL scale as well. It has been criticised by various authors for several reasons like
the scales dimensionality across the different industry (Sureshchandar, Rajendran &
Kamalanabhan, 2001, p. 111). This criticism is especially true for service industry that lack
of both the interaction with employees and tangibility aspects. Broadband service is
considered asa highly intangible service since its core product is the internet service. Thus,
which it is strongly argued that it is not necessary to include the expectation part since the
perceived performance is sufficient for the model (Cronin and Taylor, 1992). Despite those
weaknesses, some authors such as Buttle (1996) defended SERVQUAL is still an imperative
tool to measure service quality and probably the best available due to its indication on the
proposed by Cronin and Taylor (1992). The SERVPERF, a performance-only index was
modified from the original gap-based SERVQUAL scale. Both models are similar to one
another with the exception that the SERVPERF removed the expectation feature from the
scale. Some studies had foundthat the SERVPERF is a better alternative than the
SERVQUAL(Sultan and Tarafder, 2007a). On the other side, the SERVQUAL is more
preferred by certain authors to measure service quality (Zeithaml and Bitner, 2003).
However, it is strongly emphasised that the purpose of the present study is not to evaluate the
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SERVQUAL and SERVPERF but to use SERVPERF as a foundation to measure service
quality within the broadband sector. To sum up, both scales areequally qualified and valid as
the predictors of overall service quality. The selection of scale should be based on several
considerations for example how the researchers plan to conduct the studies and the types of
industries involved. For this study, the SERVPERF scalewas selectedand modified
Additional aspects are needed since service quality is an extremely wide and multi-
dimensional construct and reliance on a single instrument might not be sufficient enough to
examine the broadband service quality. Apart from the five dimensions in SERVQUAL,
other aspects like accessibility is also included as part of the service quality. Accessibility is
refers as the ability of the service provider to serve its customers in terms of locations,
operating hours, employees and operational systems (Olorunniwo and Hsu, 2006). It is also
involves in designing and delivering service that is capable of adapting to the requests of
since its primary function is to communicate with the customers on any enquiry or issue
Service recovery is another element that should not be taken lightly since it plays a vital role
in an organisation daily operation.In fact, service recovery is more like an extension of the
reliability and responsiveness elements. Service failure is unavoidable these days, even the
best service providers also vulnerable to make errors in service delivery. It is common for the
broadband sector since its service quality depends on various factors such as interaction with
employees and quality of internet connection. It refers to the activities in which suppliers
(Grnroos, 1988). Failure or poor execution ofeffective recovery strategy will definitely
upset the customers and ruin the service providers reputation as a consequence.
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Based on the study of Vlachos and Vrechopoulos (2008) which focused on the mobile
internet service market, the instrument of connection and contextual quality are adapted into
this study since the internet speed is considered as the core service for the broadband
service, quick responses to user input and without facing connection interruption (Chae et al.,
2002). As for contextual quality, it is highly associated with the accessibility element.
Perceived value is a vital construct for understanding consumer behaviours such as service
adoption. It is extremely hard to define and measure unlike service quality. The most
common definition of perceived value is always related with the ratio or trade-off between
quality and price which is also known asthe terms value for money. According to Zeithaml
(1988), perceived value is definedas the consumers overall assessment of the utility of a
due to individuality.Sacrifices usually play the key role to customer in value perception
(Eggert and Ulaga, 2002). Therefore, it can be implied that customers would prefer a
reduction in term of sacrifices more than benefits increment. In the setting of broadband
industry, the sacrifice refers to the monthly subscription payment and the benefit is mainly
the internet service.While the idea of perceived value has certainly grown in the academic
field, it has still received much less attention compared to the popular constructs of service
quality and satisfaction. It has been suggested that the dearth of attention on perceived value
led to the establishment of the SERV-PERVAL scale developed by Petrick (2002) which
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expands perceived value into a five dimensional aspects consisting of quality,monetary price,
of perceived value was tested, with results indicated that the multiple value dimensions
explained the consumer behavioural intention better than the simple overall value for
money scale (Sweeney and Soutar, 2001). As a result, this outcomefurther highlighted the
simple value for money instrumentwas usedto measure the perceived value instead of the
multi-dimensional scale due to the focus of the present study only on the monetary term.
There has been plenty of debate in the literature regarding satisfaction whether it is a
cognitive or emotional construct based, and whether it is an outcome or a process. But in this
her life (Judge et al., 2001). The disconfirmation paradigm has been widely used to explain
service. For instance, if the purchased product or service performance is above the customer
expectations, then the customers would be satisfied. However, if the performance is below
their expectations, then it is assumed that the customers will be dissatisfied. In mathematical
final outcome of customer evaluation between expectation and the perceived performance of
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Expectation is used to create the standards practiced by consumers to compare the current and
past experiences in order to the determine satisfaction level (Cardozo, 1965). Parasuraman
et al. (1991a) proposed that customer expectations actually comprised of two levels which are
desired and adequate. The desired expectations are the level at which the customers wanted
the service to perform whereas adequate expectations are considered to be the customers
extremely difficult due to its complexity and subjective characteristics which lead to every
Although the definition of customer satisfaction is very similar to service quality, there is a
customer experience while service quality is not (Parasuraman et al., 1988). Furthermore, the
idea of expectations in satisfaction and service quality literature are defined differently
(Caruana and Malta, 2000). In the satisfaction literature, expectation refers to the anticipated
performance created by the customer regarding the performance during the transaction
(Churchill and Suprenant, 1982, p. 492). As for service quality, expectation is conceptualised
as an ideal standard of future wants (Boulding et al., 1993, p. 8). This particular normative
standard represent the long term needs and wants that remain unaffected by the various
marketing and competitive environments as well as the core element that every service
provider must be constantly strive to offer to the consumers (Zeithml et al., 1993).
Understanding these distinctions are crucial to avoid confusion when examining both
On the other side, Lockes (1976) satisfaction model included a new variable that is not
mentioned in the disconfirmation model (Szymanski and Henard, 2001). This particular third
variable is the importance (I) of a product or service attribute under consideration (Matzler
and Bailom, 2002). Thus, the formula to represent Lockes (1976) model would be S = (E
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P) I. The rationale of adding this construct is due to the reason that not each of the attribute
of a product or service is equally important to the consumers (Kanning and Bergmann, 2009).
Take for example, someof the broadband users arelikely to emphasise on the internet
connection quality as a more crucial aspect of satisfaction than the level of customer service
provided.
However, both these models have several conceptual drawbacks which the first one is the
ambiguity of the term expectation (Kanning and Bergmann, 2009). The term expectation
is extremely wideand can be different form which will obviously represent different qualities
and criteria depending on the individual. These distinctions are not taken into the
consideration in the disconfirmation model whereas inLockes model, such distinctions are
best measured only in the form of the importance variable.Secondly, both models simply
assume that dissatisfaction occurs when performance is less than expectation (Kanning and
Bergmann, 2009). Although this assumption seems to be acceptable, it is also possible that
2003). It is possible that a limit is reached in terms of fulfilling expectations, which beyond
performance without taking into consideration the absolute amount of expectation and
performance (Lambert et al., 2003). The difference between expectation and performance
could be the same when both of them are high and low. Measuring satisfaction solely on the
relative difference implies that information regarding the absolute performance is simply
ignored, even though it might have certain impacts towards the overall satisfaction of the
individual. It has been argued that the same difference might be related with a greater
satisfaction level if the performance is at a higher absolute level (Edwards and Rothbard,
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1999). Lastly, both models assumed that performance and expectation are equally significant
in determining satisfaction (Kanning and Bergmann, 2009). However, various studies have
2003).The disconfirmation paradigm approach was adopted into this study due to its simple
certain behavioural act (Fishbein and Ajzen, 1975). On the other side, Zeithaml et al. (1996)
relationship with the service provider. Numerous studies have revealed that behavioural
intention has played a crucial role as the main dependant variable in majority of the service
research (Kuo et al., 2009). It is often regardedas the very last stage of the post purchase
behaviour under the consumer behaviour theory. Behavioural intention can be commonly
classified into two dimensions which are favourable and unfavourable. In the current study,
Willingness to pay more is described asthe intention of a customer to pay a higher price than
the competitors charge for the benefits that the customer currently received from the service
provider (Zeithaml et al., 1996). Sometimes, customer displaying willingness to pay more is
implied that the product or service offered to them is likely to be of high quality and unique.
As for word of mouth, it is explained as the flow of information pertaining a product, service
or even the organisation from one customer to another individual (Saha and Theingi,
2009). It is often seenas a trusted external source of information by which both potential
15
and existing customers can evaluate a product or service. Recommendation and complaining
behaviour are among the examples of word of mouth. Recommendation is defined as the
perceived not to obtain monetary gain from so doing (Host and Knie-Andersen, 2004, p. 31).
Thus, these customers are seen as important value to the broadband providers becausethey act
which the individual actively works with the firm to solve the encountered problems
made by customers to any outsider besides the firm due to dissatisfaction with a particular
negative impact to the organisation compared to internal complaining (Jaiswal and Niraj,
shown by dissatisfied customers when they have indicate the desire to stop any form of
transaction with the current firm and intend to change to the organisations competitors.
intention
The review of personal values has suggests an approach to the explanation of customer
satisfaction and loyalty. This approach is significantly different from the conventional view
that customer satisfaction relies on the service quality or perceived service value (Thuy and
Hau, 2010). This method relies on a higher abstract level which provides a more reliable
justification to explain the consumer attitude as well as behaviour towards the service. For
instance, an individual will purchase a service if the service helps in enhancing him or her
personal values (Lages and Fernandes, 2005). However, this action is also applicable to post-
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purchase behaviour such as customer satisfaction and loyalty. Loyalty is included as one of
the dimensions of behavioural intention (Ladhari, 2009). The consumer assess the service
according to his or her own personal values and as a result it leads to the extent of
satisfaction. Positive relationship between customer satisfaction and loyalty had been
established in previous empirical studies (Han et al., 2008). Besides that, service personal
values had been proven to have a positive impact towards customer loyalty (Marandi et al.,
2006). Although currently there isno research could be found that specifically examines
personal values in the perspective of broadband service, several studies do point to its
potential prominence.
H1: Personal values are significantly related to behavioural intention both directly and
intention
The ideas of service quality and customer satisfaction have been frequently connected to the
extent where service quality has been generally accepted to have a positive relationship with
customer satisfaction. Brady et al. (2005) who studied service consumers in the Australia,
Hong Kong, Morocco Netherlands and United States concluded that service quality has a
direct impact on satisfaction. The same finding was obtained by Bei and Chiao (2006), who
found a significant association between service quality and customer satisfaction in three
service industries (automobile repairs, baking and petrol station). These outcomes imply that
sector.
17
Several past studies also examined the relationship between service quality and behavioural
intentions. Baker and Crompton (2000) stated that service quality was positively associated
to customer loyalty and willingness to pay more. On top of that, Bei and Chiao (2001) found
that high level of service quality had an indirect significant positive impact on consumer
loyalty (through satisfaction). In a study of restaurant setting by Chow et al. (2007), it was
reported that a high level of service quality was linked with frequent patronage.In short,
customer satisfaction plays a mediating role between service quality and behavioural
intention.
Association between customer satisfaction and behavioural intention can be traced back in
the previous findings. Kessler and Mylod (2011) who studied how customer satisfaction
affects the tendency to return to the service provider, found that there was significant
linkbetween customer satisfaction and loyalty. In the healthcare sector, Chahal and Kumari
(2010) identified that service quality leads to patient satisfaction and loyalty based on their
results. As for Yu and Dean (2001) findings, it was revealed that there were significant
relationships between satisfaction and several behavioural intentions like positive word of
mouth, switching behaviour and willingness to pay more. It is presumed that customer
Using the outcome of the above findings, the following hypothesis is formed:
H2: Service quality is significantly related to behavioural intention both directly and
intention
Numerous empirical and conceptual contributions had established direct relationship between
perceived value and behavioural intention while neglecting the role of customer satisfaction
18
(Dodds et al., 1991, p, 308). It is argued that in business market, customer decision making is
mainly based on the cognitive reasoning rather than affective factor (Gross, 1997). Hartline
and Jones (1996) stated that positive perceived value exert an impact on word-of-mouth
recommendations whereby it was also observed that the effect of perceived value was
significantly larger compared to service quality. Study pertaining to retail setting done by
Baker et al. (2002) also had identified a positive effect of consumers value perception on
perceived the value of product or service to be high will exhibit positive behavioural
intention.
On the other side of the discussion, the association between perceived value, customer
satisfaction and behavioural intention is verified both theoretically and empirically. Ajzen
and Fishbeins (1980) framework in the consumer behaviour literature have provides solid
theoretical confirmation on the relationship. This particular framework has suggested that
cognition leads to affection and subsequently affects the behavioural outcome. Empirically,
findings from several research strongly hinted a direct relationship between perceived value
and behavioural intention as well as direct relationship between customer satisfaction and
behavioural intention (Sweeney et al., 1999). On top of that, majority of studies have also
long-established the mediating role played by satisfaction between perceived value and
behavioural intention but yet, there is no general agreement on the actual characteristics of
In Eggert and Ulaga (2002) studies, it was unveiled that the relationship between perceived
Durvasual et al. (2004) revealed that satisfaction only displayed partial mediation on the same
relationship. As for Lam et al. (2004), satisfaction was found to fully mediate the interaction
between perceived value and word of mouth, while only partially mediated the interaction
19
between perceived value and patronage intention. Based on the outcomes above, the
dimensional).
H3: Perceived value is significantly related to behavioural intention both directly and
20
CHAPTER 3:RESEARCH METHODS
The research methods for the current study includes theresearch design, population, sample
size, sampling technique, data collection, measurement scale and lastly analysis tools.
Quantitative approach was employed since the present study objective is to examine the
hypotheses. It includes the application of relevant measurement scales into the study and the
of sample is often required for quantitative research for the purpose of testing the proposed
3.2 Population
The targeted respondents would be the Malaysians from Kuching, the capital city of Sarawak.
Malaysia is comprised of thirteen states and three federal territories with the South China Sea
separated both the Peninsular Malaysia (West Malaysia) and East Malaysia. Malaysia is
aunique country as it is made up of multiple ethnics and religions, with Islam being the
official religion while freedom of religion is freely practiced by the citizens. According to the
21
28.3 million where91.8% were Malaysian citizens and 8.2% were non-citizens. The ethnic
peoples (67.4%), Chinese (24.6%), Indians (7.3%) and other ethnics (0.7%). As for the
(9.2%), Hinduism (6.3%), other religions (2.7%) and no religion (0.7%). The literacy rate of
Malaysians aged 10-64 years old in 2010 reached 97.3%. The overall broadband penetration
rate in Malaysia is 66.0% in the year 2012 (Ministry of Science, Technology and Innovation,
2014). Sarawakhas a population of 2.47 million which makes it the fourth most populous
state although it is the largest state in terms of area in Malaysia. Besides, Sarawak itself
consists of 27 ethnics groups with Kuching having the highest population (681,901) in the
Determining the right sample size is crucial for data collection as a small sample size might
not be able to fully represent the whole population but selecting a large sample size also may
not necessarily guarantee any improvement of accuracy besides of wasting valuable time and
resources. As mentioned by Iacobucci and Churchill (2009), sample size can be determined
based on the number of independent variable and dependent variable. The present study
consists of three independent variables (personal values, service quality and perceived value),
one mediator (customer satisfaction) and one dependent variable (behavioural intention). The
mediating variable isconsideredas part of the dependent variable only for the case of sample
size determination. Thus, the sample size of this study is calculated as below:
22
Sample Size=3250 Sample Size=300 Hence, sample size of 300 was
Convenience sampling was used to determine sample for the study due to its flexibility, lower
cost and less time consuming compared to the other methods. It refers to selecting sample
from the nearest part of the population without any form of prerequisite on the data collection
sampling which does not include the element of possibility in choosing the sample since the
researchers can personally pick their respondents or individuals can volunteer themselves to
be the respondents. Due to that, non-probability sampling tends to have higher sampling
error. Probability sampling was not chosen because of the large size of population which
requires extremely huge amount of time and effort to conduct, making it is not feasible to be
carried out for this study. Even though convenience sampling is criticised for being a weak
representative for the population due to higher possibility of higher sampling error, it does not
necessarily means that using probability sampling could obtain better sample.
In conducting research, data is required to generate useful information that would help to
achieve the study objectives. Data is mainly divided into primary and secondary data.
Primary data which is also known as raw data, refers to data obtained from the original
source (Mooi & Sarstedt, 2011).In this case, the respondents for this study would be the
primary data since their responses were obtained directly from them without being processed
by any third party. The feedback acquired from the respondents is used as the input to test the
relationship between the proposed variables. Majority of the questionnaires were distributed
23
physically at a shopping mall in Kuching during the weekend while the remaining were
distributed through the internet. The respondents were first being approached politely and
asked for their permissions before passing the questionnaires to them. The online
questionnaire was created using the Google Drive application and the feedbacks obtained
were stored in the Microsoft Excel format. After collecting back the questionnaires, each of
the questionnaire is checked to ensure that all the questions have been answered clearly and
had reached the required amount of sample for the study.Having primary data is a must for
every study because it reflects the feedback of the respondents which may be different from
the past studies. As a consequence, it might leads to new discovery that is unknowns in the
past. Research without any primary data may not be able to provide a solid evidence to
Unlike primary data, secondary data is acquired through alternative sources which is often
processed by other individuals or organisations before being published (Stevens, 2006). The
secondary data for this study were mostly journals due to its past studies which served as
references and foundations in conducting this research. It is often used to compare the
findings from different studies to see whether there is any consistency or dissimilarity. It also
provides in- depth discussion which would help to enhance the understanding of the
researchers toward their studies. Online resources such as statistics were also used in this
demographic research on your own would take an extensive amount of time which is not
24
The questionnaire consists of two sections whereby the first section was the demographic and
general questions. The second section focused on the independent variables, mediating
variable and dependent variables. The questionnaire response structure was based on the
Likert 5-point scale. Likert 5-point was applied instead of Likert 7-point to reduce the
possibility of respondents become undecided on which rating to choose due to more options,
which in the end will affect the overall findings accuracy. The Likert-5 point scale in this
study starts with: 1= Strongly Disagree, 2= Disagree, 3= Neutral, 4= Agree and 5= Strongly
Agree. All the measurement scales were rephrase and modified accordingly to the study for
the purpose of ensuring the respondents to understand each of the statement precisely. In
general, measurement scale with reliability (above 0.7) and validity (above 0.5) are
considered to be reliable and valid. The following table is the summary of measurement
25
Number of Unipolar/ Reliabilit
Author Variable Validity
question Bipolar y
Personal values (6 items)
Value to a peaceful
Thuy and Hau (2010) 1 Bipolar 0.778 0.540
life
Value to social
Thuy and Hau (2010) 1 Bipolar 0.746 0.596
recognition
Value to social
Thuy and Hau (2010) 4 Bipolar 0.797 0.567
integration
Service quality (22 items)
Vlachos and Vrechopoulos
Connection quality 3 Bipolar 0.76 0.52
(2008)
Vlachos and Vrechopoulos
Contextual quality 1 Bipolar 0.85 0.66
(2008)
Vlachos and Vrechopoulos
Service quality 1 Bipolar 0.73 0.58
(2008)
Olorunniwo and Hsu (2006) Responsiveness 6 Bipolar 0.922 0.665
Olorunniwo and Hsu (2006) Knowledge 4 Bipolar 0.920 0.746
Olorunniwo and Hsu (2006) Reliability 1 Bipolar 0.904 0.703
Olorunniwo and Hsu (2006) Accessibility 1 Bipolar 0.782 0.643
Olorunniwo and Hsu (2006) Tangibility 3 Bipolar 0.919 0.695
Olorunniwo and Hsu (2006) Recovery 2 Bipolar - -
Perceived value (2 items)
Customer perceived
Ryu, Lee and Kim (2012) 2 Bipolar 0.72 0.62
value
Customer satisfaction (2 items)
Liao, Chen and Yen (2006) Expectation 1 Bipolar 0.92 0.79
Liao, Chen and Yen (2006) Satisfaction 1 Bipolar 0.97 0.90
Behavioural intention (8 items)
Willingness to pay
Jaiswal and Niraj (2011) 2 Bipolar 0.71 0.56
more
Athanassopoulos Gounaris Word-of-mouth
3 Bipolar 0.98 0.97
and Stathakopoulos (2001) communications
Athanassopoulos Gounaris Intention and
3 Bipolar 0.97 0.97
and Stathakopoulos (2001) decision to switch
The feedbacks obtained from the questionnaires were analysed using IBM SPSS (Statistical
Package for the Social Sciences) Statistics, a statistical analysis software which is widely
used and highly recommended by researchers. Using SPSS, a total of four analysis were
26
being carried out: frequency, descriptive statistics, correlation and hierarchical multiple
regression.
3.7.1 Frequency
Frequency analysis was performed to identify the recurrence of the responses for the
demographic and general questions in the present study. It revealed the frequency of each
item in the form of exact figure and its corresponding percentage. It is used to observe the
overallcharacteristicof the respondents to determine how well the samples represent the
Descriptive statistics was conducted to analysethe mean and standard deviation of personal
values, service quality, perceived value, customer satisfaction and behavioural intention
variables. Mean measure the average reading of the values whereas standard deviation
analyse the overall distribution of the data. A low standard deviation indicates the values are
closely spread and almost similar to the mean while high standard deviation implies the
values are widely spread and very different from the mean.
Correlation was used to identify the degree of association between two variables without
taking into consideration the types of variables. In this analysis, personal values, service
quality, perceived value, customer satisfaction and behavioural intention variables were tested
against one another. In general, Pearson correlation coefficient is measured as R in which the
coefficient falls between the range of -1 to +1 where it is interpreted that -1 = total negative
independent, dependent and mediating variables in the study. In this case, personal values,
service quality and perceived value are the independent variables. Customer satisfaction is
the mediating variable and behavioural intention is the dependent variable. R square or R2
refers to the percentage of variance in the dependent variable explained by the specified
independent variable. Standardised coefficient beta identified the direction of the relationship
between the independent and dependent variables whether it is positive or negative. Lastly,
the significance of relationship between variables are determined through the p-value which
28
CHAPTER 4: DATA ANALYSIS AND FINDINGS
The feedbacks obtained from the 300 questionnaires were checked meticulously before being
analysed. The negatively worded items were recoded accordingly to ensure accuracy in the
analysed results. Next, each of the variable (independent, mediator and dependent) was
computed to obtain the average readings and finally the corresponding analysis were
performed and presented in the form of tables together with its explanations.
29
Social networking and email 130 43.3
Watching video 38 12.7
Reading news 29 9.7
Internet Usage Purpose
Online gaming 29 9.7
Downloading file 29 9.7
Other 45 15.0
Table 3: Frequency analysis
A total of 8 questions were analysed using the frequency method. The first demographic
question related to the gender aspect, whereby it was found that 52.3% of the respondents
were males which was slightly higher than females (47.7%). Moving on to the age, the
highest group which almost represent half of the total respondents were in the age of 21-25
years old (49.7%) followed by 21.3% of respondents in between the age of 26-30 years old.
15.3 % of the respondents were within the age of 31-35 years old while only 9.0% of them
were 36-40 years old. 4.7% which was the least, referred to respondents with 40 years old
and above. The third question examined on the respondents education level. The highest
qualification were 12.3%which was higher than respondents graduated with SPM
qualification (10.7%). Respondents with PhD and Certificate were 3.3% and 3.0%
respectively whereas only 0.3% of the respondents were having other types of qualifications.
Next question was the marital status of the respondents. It was observed that majority of the
respondents were still single (67.7%) proceeded by 26.7% married respondents. Widowed
respondents accounted for 2.0% which was marginally lower than divorced respondents
(3.7%). The fifth item was pertaining to the respondents race. Malay respondents were
25.3% while Chinese respondents made up 58.7%, the highest of the group. Indian was the
least among the group (7.0%) and the remaining of the respondents (9.0%) were from
different races. The subsequent question was the gross income of the respondents.
Respondents with gross income below RM 1,000 was the highest (34.3%)and 16.3% of the
30
respondents below to the group of RM 1,001 RM 2,000. The other 21.0% of respondents
were reported to have gross income of RM 2,001 RM 3,000, higher compared to those
having RM 3,001 RM 4,000 (14.0%). On the other side, 7.3% of the respondents income
were between RM 4,001 RM 5,000 and lowest percentage was 7.0% referring to
Regarding the daily internet usage period, it was observed that 7.7% of the respondents spend
less than 1 hour which were the minorities. Respondents spending between 2 4 hours made
up 34.3%, the highest among the group proceeded by 27.7% of respondents who use 5 7
hours. The remaining respondents 30.3%, spend more than 8 hours daily on the internet. The
last question was about the internet usage purpose. A high percentage of respondents (43.3%)
use internet mainly for social networking and email while 12.7% of respondents use it for the
purpose of watching video. Reading news, online gaming and downloading file each
represented 9.7% of the total respondents feedbacks. The rest of the respondents which were
15%, selected other internet usage purposes that were not listed in the questionnaires.
The mean of personal values was 3.65 (=0.7641) whereas for service quality it was 3.20
(=0.6579). Perceived value scored a mean of 3.33 (=0.9046) while the mean of customer
satisfaction was 3.20 (=1.0126). A mean of 2.64 (=0.7392) was obtained for behavioural
intention.
31
4.3 Pearson Correlation
Variable Personal Values Perceived Value Customer Satisfaction Service Quality
The correlation coefficient between perceived value and personal values was 0.277. As for
the association between customer satisfaction and personal values, R value of 0.270 was
noted. Interaction of perceived value with customer satisfaction produced the highest R value
of 0.722. Alternatively, correlation coefficient of 0.219 was obtained through the relationship
between service quality and personal values. The correlation from the interaction of
perceived value and service quality resulted a value of 0.547. Relationship between customer
satisfaction and service quality was indicated by R value of 0.532. Lowest R value of 0.133
was obtained from the interaction of behavioural intention and personal values. The
correlation coefficient of behavioural intention and perceived value was 0.507. As for the
The link between behavioural intention and service quality was indicated through the
32
4.4 Hierarchical Multiple Regression
Standardized Coefficients Beta
Variables
Step 1 Step 2 Step 3
Independent:
Based on Table 6, service quality and perceived value were found to be positive predictors of
behavioural intention. Besides, customer satisfaction was also proven as the mediator in this
study. The goodness of fit of the model can be examined through the changes in the
statistical value for example R Square and F Change during the three steps.
Three hypotheses were analysed using the hierarchical multiple regression and the following
Hypothesis Result
H1: Personal values are significantly related to behavioural intention both directly and
Rejected
indirectly (mediated by customer satisfaction)
33
H2: Service quality is significantly related to behavioural intention both directly and Partially
Personal values were found not to be statistically significant related to behavioural intention.
Even with the inclusion of customer satisfaction as a mediator, the interaction between
personal values and behavioural intention is still not significant. This result is not totally
unexpected as it supported the findings of Jee and De Run (2013) which also revealed that
there was no significant impact in customer satisfaction and behavioural intention by personal
values. Still on Jee and De Run (2013) research, it was reflected that the indirect relationship
between personal values, customer satisfaction and behavioural intention was only significant
after it was moderated by sales promotion technique preferences.Personal value itself were an
extremely subjective abstract and difficult to measure. Majority of the existing literature
supported that personal values are hypothesised to only have an indirect effect on customer
behaviour through attitude (Homer and Kahle, 1988). Shim and Eastlick (1998) studies
revealed that even though attitude toward a shopping mall has direct influence on shopping
mall behaviour, the relationship between these two constructs was relatively weak. In
addition, Durvasula, Lysonski & Madhavi (2011) results showed that personal values do have
an impact on satisfaction and behavioural intention, but the effect was moderate and in some
cases not consistent across higher education service in United States and India. These authors
suggested that personal values even though do operate on some of the outcomes, it should be
seen in a more specific context.Therefore, it is inferred that the interaction between personal
34
value, customer satisfaction and behavioural intention is highlyinconsistent as it depends on
Besides that, Lages and Fernandes (2005) studies pointed out that among the three
components of service personal values namely service value to social integration and service
value to peaceful life were associated with loyalty but for service value to social recognition,
it was not significantly related with loyalty. The lack of significance of service value to
social recognition possibly affects the overall significance of service personal values towards
behavioural intention. Alternatively, Kotler and Armstrong (2004) stated that a luxury
product or service tends to have some impact on individuals personal values because it often
requires deep consideration and thought on the monetary aspect.It is viewed that Malaysian
consumers satisfaction on luxury product and service relied more on the status seeking
attribute where they are often influenced by society perception (Phau and Yip, 2008). But in
this case, the study focused on the use of broadband service, a monthly subscription service
that does not belongs to the luxury category. Hence, it partly explains that there is no
positive predictor of behavioural intention which means a high level of service quality would
outcome is consistent with Chow et al. (2007) studies which inferred that service quality was
associated with frequent patronage. Showing similar results, Dabholkar et al. (1996)
35
reported a positive relationship between perceived service quality and the possibility of
mediator, the interaction between service quality and behavioural intention was no longer
significant. In this case, the indirect relationship was much weaker than the direct
relationship. It is presumes that this deviation is probably due to the service setting used in
this study. Cronin et al. (2000) had mentioned that the relationship between service quality
and behavioural intention was industry-specific. They found that service quality was directly
related to behavioural intention in entertainment, fast food, spectator and participative sports
al. (2006) found that customer satisfaction does not make a significant contribution to
customer loyalty.
On the other side, Oliver (1993) expressed that customer satisfaction is evaluated by the
customers as an overall experience of the service in which service quality is just one of the
aspects. The opinion of Oliver (1993) is true since customer satisfaction relies on several
factors like customers emotions, social interactions and other experience based subjective
factors. Crompton and Love (1995) further stated that the two constructs are likely to be
positively correlated, but unlikely to be linear. For instance, high service quality in an airline
might not necessarily produce high customer satisfaction if there are presence of negative
emotionsrelated with the experience of the flight. This strongly suggests that emotion also
play a role in determining customer satisfaction. In Ladhari (2009) study who applied
emotional satisfaction, it was found that the direct impact of emotional satisfaction on
behavioural intention was much stronger than the service quality on behavioural
intention.These results support the findings of Yu and Dean (2001) research which revealed
that the emotional component of satisfaction was amore crucial predictor of loyalty than the
cognitive component of satisfaction. It was further argued that the inclusion of the emotional
36
component enhanced the variation explained in loyalty compared to the cognitive component
alone. As being mentioned previously, the customer satisfaction measurement used in this
study was solely based on the cognitive approach.Consequently, the exclusion of emotions
from customer satisfaction scale might explains why the interaction between service quality
showed a positive relationship with behavioural intention which reflects that customers who
perceived the value of a product or service to be high will display behavioural intentions
toward the firm. This finding wassupported by Petrick (2004) research in the cruise line
service which revealed that perceived value was indeed a reliable predictor of behavioural
intention. In addition, relationship between perceived value and behavioural intention also
being proven in context oflife insurance service (Durvasula et al., 2004). Ryu et al., (2010)
their studies.
Although there a number of research pointed out that interaction between perceived value and
2007), the outcome of this study showed otherwise. The mediating effect of customer
satisfaction on the relationship of perceived value and customer satisfaction has caused the
entire interaction to be insignificant. It was discussed in the previous section that the
mediating effect of satisfaction is different not only in the consumption context, but also the
specified outcome variables. For instance, Lam et al. (2004) found that customer satisfaction
fully mediated the relationship between perceived value and word of mouth, but only
37
partially mediated the relationship between perceived value and patronage intention. The
present study was conducted based on the broadband service and the applied dependent
variable was anoverall behavioural intention (combination of willingness to pay more, word
of mouth and switching behaviour) instead of specific behaviour. Apart from that, the
this study which was the value for money instrument.The multi-dimensional scale of
perceived value was argued to be much better than the simple value for money scale in
explaining consumer behavioural intention (Sweeney and Soutar, 2001). Thus, the
application of single dimensional scale of perceived value might play a role in affecting the
intention.
Meanwhile, Anderson and Srinivasan (2003) emphasised that even satisfied customers are
unlikely to patronise the same service providers if they feel that they are not getting the best
value for their money. Broadband service in Malaysia is known to be expensive compared to
its neighbouring countries as being highlighted by Kwang (2010). Besides that, the virtual
intention. In this situation, it is highly suggests that dissatisfied customers due to low
perception of value toward the internet service provided by TM have no choice, but to
continue stay loyal to TM even if the price increase because of the lack of alternative
broadband provider.
CHAPTER 5: CONCLUSION
The results of the present study provide empirical evidence that service quality and perceived
value are directly related with behavioural intention in a positive interaction. As for personal
38
values, it does not have significant relationship with behavioural intention. Although
customer satisfaction was proven as a mediator, it failed to establish any significant indirect
relationship between any of the independent variable (personal values, service quality and
perceived value) with behavioural intention. Both service quality and perceived value are
the current study as well as previous research. Discussion concerning on personal values and
customer satisfaction did not play a significant role in the relationship with behavioural
intention is not being neglected as well. These findings are imperative in its own ways
Service quality and perceived value are both vital factors for every broadband provider to
stay competitive. Broadband providers who manage to deliver excellent service quality as
well as high perceived value would result in customers displaying willingness to pay more,
positive word of mouth and stay loyal to the firms. These actions eventually lead to the
increase of profitability and market share of the broadband providers. Due to these
implications, broadband providers should always strive to provide the best possible service
quality to the customers. Each of the service quality dimension should be equally
emphasised without neglecting any of them. Sometimes, customers do not mind paying a
higher price to the same broadband providers due to its exceptional service quality. While
ensuring high profitability is always the one of the primary objectives of every organisation,
it should not be over emphasised to the extent of delivering service which is far overpriced.
It is highly recommended for broadband providers to deliver quality service which is price
reasonably as a way to ensure the customers perceive the value of the service as high and
worthy for the price they paid. This will eventuallypromotes positive word of mouth
39
communication among the customers which in turn might help to attract more potential
customers to the organisations. Although personal values and customer satisfaction may not
be very significant determinant of behavioural intention in the broadband service, these two
variables should not be totally disregarded as previous studies have established its
relationship with behavioural intention. Hence, ensuring customer satisfaction should still
remain as the objectives of broadband service provider together with providing high quality
and value service. As for personal values, it is strongly advisable for broadband providers to
further examine its relationship with customer satisfaction and behavioural intention.
Conducting a perfect study is impossible since every research definitely has its own weakness
including the current study. Thus, the results from this study should be interpreted with
caution after considering all the present limitations. First, the samples obtained using the
convenience sampling might not be able represent the targeted population accurately due to
the possibility of having higher risk of sampling error. Referring to Table 3,49.7% of the
respondents were in between 21-25 years old, 33.7% of them were having Diploma or
equivalent qualification and 34.3% of respondents with gross income below RM 1,000. This
piece of information implies that these group of respondents may not be working adults. The
present study which involves behavioural intention like willingness to pay more and
switching intention would require working adults to be the ideal respondents. If the
respondents were undergraduate students, they may not be able to give accurate feedback
since they are most likely only the users, not the consumers who have use and pay for the
services. Secondly, the theory ofcustomer satisfaction in this study was narrowly
was ignored. In fact, emotional satisfaction has been proven as equally or even more
important than the cognitive satisfaction in certain cases. Last but not least, the service
40
quality measurement scales in the present study may not be able to fully evaluate the entire
quality of the broadband service due to the lack of study in this particularsector.
For future studies, an appropriate sampling technique possibly probability sampling should be
used instead of convenience sampling for sample selection. Although it requires more time
and effort, probability sampling significantly reduces sampling error which would serve a
multidimensional scale for perceived value, which can also be used to incorporate the
with other variables such as service quality and customer satisfaction. Besides that, the
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8.0 APPENDICES
60
Please answer all the questions in the questionnaire and return it to the respective enumerator.
This questionnaire will only take you less than 15 minutes to be completed. Thank you for
your participation in this survey.
classified and confidential and will not be divulged to any other party.
Student ID : 119047259
61
SECTION A
Instruction:Please tick or fill in the most accurate answer.
1. Gender
Male
Female
2. Age
21-25 years old
26-30 years old
31-35 years old
36-40 years old
41 years old and above
4. Marital Status
Single
Married
Widowed
Divorced
5. Ethnic/ Race
Malay
Chinese
Indian
Other, please specify: ________________
6. Gross Income
Below RM 1,000
RM 1,001- RM 2,000
RM 2,001- RM 3,000
RM 3,001- RM 4,000
RM 4,001- RM 5,000
RM 5,001 and above
62
7. How long do you use internet per day?
Less than 1 hour
2 to 4 hours
5 to 7 hours
Above 8 hours
8. What is the main purpose of you using the internet?
Social networking and email
Watching video
Reading news
Online gaming
Downloading file
Other, please specify:_________________
63
SECTION B
Instruction: Please indicate your opinion using the following scale towards the below
statements.
My life become more enjoyable and pleasurable with
1 the use of this internet service. 1 2 3 4 5
The use of this internet service helps me to gain more
2 social recognition. 1 2 3 4 5
It helps me to achieve a higher integration in my social
3 life with the use of this internet service 1 2 3 4 5
The use of this internet service helps me develop better
4 social relationships. 1 2 3 4 5
I become closer to my friends through the use of this
5 internet service. 1 2 3 4 5
It helps me to enhance my relationship with my family
6 through the use of this internet service. 1 2 3 4 5
I often experience problems with this internet service.
7 1 2 3 4 5
Internet speed (download and upload) is as promised by
8 service provider. 1 2 3 4 5
Browsing speed is fast.
9 1 2 3 4 5
1 I can access this internet service whenever I need.
1 2 3 4 5
1 The customer service centre interior design is attractive.
1 2 3 4 5
1 The facility of the customer service centre is up-to-date.
1 2 3 4 5
1 The employees appearances are neat.
1 2 3 4 5
1 The employees are courteous.
1 2 3 4 5
1 The employees give us special attention.
1 2 3 4 5
1 My requests are handled promptly.
1 2 3 4 5
The employees recommend suitable internet package
1
based on our needs. 1 2 3 4 5
1 Waiting times for their responses are satisfactory to me.
1 2 3 4 5
The employees adapt well to handle peak customer
1
traffic. 1 2 3 4 5
Employees are knowledgeable on their services which
2
makes me feel comfortable. 1 2 3 4 5
The employees provide adequate information about this
2
service. 1 2 3 4 5
The employees have sufficient technical knowledge on
2
their services. 1 2 3 4 5
The employees are aware of the latest internet service
2
package and promotion. 1 2 3 4 5
2 The employees provide error-free service.
1 2 3 4 5
Customer service centres location are convenient for
2
me. 1 2 3 4 5
Employees are responsive to my concerns or
2
complaints. 1 2 3 4 5
The employees quickly apologize when service
2
mistakes are made. 1 2 3 4 5
This internet service provider offers excellent overall
2
service. 1 2 3 4 5
2 This internet service is worth the money I paid.
1 2 3 4 5
This internet service provider delivers me great value as
3
compared to other service providers. 1 2 3 4 5
3 The internet service exceeded my expectation.
1 2 3 4 5
I am satisfied with the overall internet service.
3 1 2 3 4 5
I would continue to subscribe this internet service even
3
if its prices increase. 1 2 3 4 5
I would pay a higher price for the benefit I currently
3 receive from this service provider even though other
1 2 3 4 5
service providers offer it at lower price.
I would recommend this internet service to friends and
3
acquaintances. 1 2 3 4 5
I would complain to other customers if I experience a
3 1 2 3 4 5
problem with this internet service
I will not hesitate to complain directly to the service
3 provider if I experience a problem with this internet 1 2 3 4 5
service
In the near future I intend to intensify my efforts to find
3 1 2 3 4 5
a better internet service provider
I have thought very seriously to switch internet service
3 1 2 3 4 5
provider.
I have decided to switch to another internet service
4 1 2 3 4 5
provider that offers better service.
Y al
difference between
expectation and
perception of service
purchase behaviour.
Festus Manag A typology The paper examined the
satisfaction influences
quality on behavioural
intentions.
Irini D. Manag After-sales The authors examined
E. e as an customerssatisfaction
intentions.
Zhen Marke An empirical The authors investigated
25 communication
effectiveness
significantly influenced
relationship quality,
likelihood of re-
mouth recommendation
Parves Qualit Antecedents The paper studied onthe
trust.
Antreas Europ Behavioural At first, the authors
5/6, , influences on
existing service
provider.
Srinivas Journa Beyond This paper aim to
pp. recommendation.
3346
Lisa Europ Causes and The study provide
consumer behaviour.
Anthony British Consumer This research
to reported food
concerns, both at a
moderate level.
Jochen Interna Consumer The authors examined
recovery attributes
(compensation,
apology) and
behavioural intentions.
Jee Teck Asia Consumers This research focused
satisfaction whereas
there is no significant
impact in consumers
purchases satisfaction
and behavioural
intention by personal
value.
Andreas Journa Customer The paper analysed in
pp.
107-
118
Donna Interna Customer The study investigated
No. 4, relationship.
pp.
257-
275
Phillip K. Europ Customer The authors proposed a
1800
Cathy Marke Customer The authors illustrated
44 common interpretations
were satisfaction as a
of evaluation process or
going wrong.
Magnus Interna Customer This study examined on
pp. mouth,
169- feedback
188 to the
supplier and
loyalty
Jean Journa Customer This paper illustrated
customer purchase
behaviour.
Jaspal Interna Customer The study was
21, employee
No. 4, responsiveness,
overall customer
satisfaction.
Huseyin Manag Customer The paper examined the
56 statistically significant
word of mouth.
Gordon Journa Customer This research
drivers of customer
satisfaction with
relational service
driver.
G.S. Journa Determinants The authors applied and
34 service, tangibility,
social responsibility,
human element and
systemisation were
known as the
determinants of
customer perceived
service quality.
Pavlos A. Journa Determinants This paper examined the
strong positive
influence on service
quality perceptions. On
satisfaction have a
simultaneous direct
effect on behavioural
intentions.
Josee Interna Effects of The paper generalises
Bloemer 2 tional personal both models into a new
dimension.
Anand K. Journa Examining The paper adopted the
satisfaction and
behavioural intentions.
Miguel A. Journa Loyalty, The paper examined the
97 over consumer
the antecedents of
loyalty.
Muslim Clinic Hospital The study investigated
Siti Zahora Gover quality and its and its effect on patient
pp. intention.
238-
254
Miguel A. Europ Perceived The research studied on
quality.
Riadh Librar Perceived The study determined
value of services is a
combined assessment of
consumers perception
of benefits and
of perceived value
dimensions with
original behavioural
satisfaction playing a
role in overall
evaluation.
Yuanfeng Interna Personal The authors analysed on
No. 4, by self-transcendence
predictive power of
consumers attitude
terms of shopping
customers to evaluate
certain attributes of
assortment, information
service.
Uwe Peter Manag Predictors of The purpose of the
390 inclusion of
importance in Lockes
a better prediction of
variables of
performance and
expectation in the
disconfirmation model
Susan H.C. Asia Relationship This paper examined the
eight shopping
orientations. It was
noticed that
personalised shopping,
closely related to
personal values.
Christophe Journa Satisfaction The study focused on
complaining behaviour
correlation analysis.
Charlene Journa Service The authors proposed
consumers' expectations
As the desired
expectations increase,
them.
Albert Europ Service The author proposed a
828 loyalty.
Pham Ngoc Interna Service The authors employed
part of customer
satisfaction and a
substantial part of
customer loyalty.
Bo Manag Service This study focused on
15, customer-perceived
127- findings.
131
Ioannis E. Manag Service The paper studied the
No. 2, is empathy. In
229- affects
242 responsiveness,
assurance and
tangibles which in
through satisfaction.
John C. Manag Service The discussions
effects on future
perceptions of customer
expectations towards
service value.
Albert Europ Service The concept of service
pp.
1338-
1352.
Riadh Manag Service The paper studied the
331 on behavioural
intentions.
Gour C. Manag Service This paper examined the
attendants; tangibles;
Passenger satisfaction
was found to be
contributing to the
behavioural intentions.
Richard A. Journa Service The author explained
specific service
service recovery
recovery process
variables have a
on overall satisfaction
and behavioural
intentions compared to
original service
outcome.
Margee Journa The The authors examined
performing
arts
Haksik Journa The The paper studied on
No. 3, antecedent of
facility/equipment-
based industries,
whereas responsiveness
is a more important
based industries.
Kisang Interna The influence The study investigated
was a significant
predictor of behavioural
intentions.
G.S. Journa The The relationship
pp. approach
363-
379
Amy Wong Manag The role of This paper empirically
14, with
No. 5, emotionalsatisfaction,
relationship quality.
David Journa The role of The study focused on
236
Table 8: Literature review