Relationship between customer's needs of justice, security, self-esteem, and customer delight: mediating effect of customer experience, conceptualization of customer experience in Telekom Malaysia
Telecommunication is one of the leading industries in Malaysia. Telekom Malaysia Bhd. is the leader and service provider in this industry besides Maxis and Celcom. This study focused on the Unify services which provide land- line services for households. Delighting customers has been the upmost prio...
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| Format: | Thesis |
| Language: | eng eng |
| Published: |
2021
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| Subjects: | |
| Online Access: | https://etd.uum.edu.my/9618/1/s93521_01.pdf https://etd.uum.edu.my/9618/2/s93521_02.pdf |
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| Summary: | Telecommunication is one of the leading industries in Malaysia. Telekom Malaysia Bhd. is the leader and service provider in this industry besides Maxis and Celcom. This study focused on the Unify services which provide land- line services for households. Delighting customers has been the upmost priority of Telekom
Malaysia Bhd., while the customers have several type of needs, namely (i ) needs of justice , (ii) needs of security and (iii ) needs of self-esteem, according to Schneider and Bowen (1999) that need to be fulfilled in order for the customers to be delighted. Accordingly this study aimed to analyse the relationships between these needs and customer delight and the mediating variable of customer experience on this relationship. The objectives of the study were to (i) determine the relationship of the needs of justice on customer experience towards customer delight, (ii ) determine the
relationship of the needs of security on customer experience towards customer delight, (iii) determine the relationship of the needs of self-esteem on customer experience towards customer delight (iv) investigate the relationship of customer experience and
customer delight, (v) examine the mediating role of customer experience on the relationship between the needs of justice, the needs of security and the needs of self-esteem and customer delight. The multiple regression analysis recorded that customer
delight was significantly influenced by the needs of security as a full mediation. Meanwhile the needs of justice and the needs of self-esteem have partial mediation with customer experience as the mediator. More research is needed to study the needs of customer and customer delight. |
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