Title: The relationship between service quality and price on customer satisfaction in Malaysia Mobile Phone Services

Introduction: In Malaysia, Mobile phone services are the fast growing in telecommunication industry. The studies conducted by the Malaysian Communications and Multimedia Commission (MCMC) showed that the mobile market is indeed competitive. Consumers have never before had as much choice as is currently available. These will turn to lead dramatically increase competition between telecommunication services providers. As the competition are increase between the telecommunication service provider, it is necessary for them to know the consumers perception about price, service quality, product and the other important factors that will play a vital role for customers to choose the telecommunication service provider. Business with long-lasting profit and strong branding are more likely to survive in the market nowadays with the implementation of good business strategies in tackle customer to purchase their product repeatedly. In a competitive market, service providers are expected to compete on both price and quality of services and also it is necessary for the service providers to meet the consumers' requirements and expectations in price and service quality (Melody, 2001).

Literature Review: a) Customer Satisfaction Known as a personal feeling of either pleasure or disappointment resulting from the evaluation of services provided by an organization to an individual in relation to expectation, Leisen and Vance (2001). Customer is very important to success in business because when customer satisfied, a product or service may get free marketing by positive word of mouth to friends. A satisfied customer is often a returning customer. This is also mentioned by Bloemer and Kasper (1995) in their research, which the marketing activities positive outcome is high customer satisfaction will leads to repeat visitation to stores, product purchases and word-of-mouth promotion to friends. The most important factor that affects customer satisfaction is employee satisfaction, if the employees like their job and company they work for; they are going to be more helpful and considerate toward customer. Caterina (2005) conclude that positive changes in employee attitudes lead to positive changes in customer satisfaction. Service Quality - According to Johnson and Sirikit (2002) service quality can be use as a competitive advantage which is relate to customers satisfaction and also leads to consumer loyalty and future purchase. b) Price -According to Kotler and Armstrong (2010) price is the amount of money charged for a product or service, or the sum of the values that customers exchange for the benefits of having or using the product or service. If the company offers lower charges, more customers will commit themselves to the telephone networks and more call minutes can be achieved. c) Customers complain- defined as an expression of dissatisfaction with a product or service, either orally or in writing from an internal and external customer, (QFINANCE, 2009). Complaints tell business how to do its job better by alerting management to problems that need prompt attention and correction. Kim, Park and Jeong (2004) suggested that to handle the customer complaint are by using combination step of customer support systems, complaint processing, speed of complaint processing, ease of reporting complaint and friendliness when reporting complaint.

Objective: This research aims for what are the factors contributing customer satisfaction towards mobile phone services in Malaysia. . In order to accomplish this research, few objectives are set which are: To examine the factors that have been affecting the consumers perception to select mobile telecommunication service To examine the interrelationship between customer satisfaction and influencing factors of satisfaction such as service quality and price.

Expected Outcomes: To assist mobile phone operators managers to invest their resources more efficiently, making changes to crucial quality attributes that elicit the consumers satisfaction level. Managers of mobile phone service providers can use the findings as sources of reference to manage their business and improve their service quality

Methodology: A self-structured Questionnaire (service quality, price, customer satisfaction, and customer complaint and customer loyalty). Questionnaire will be distributed utilizing a convenience sampling from walk-in customers at market places, educational institutions, and government and privet institutions. In this study the external customers are customers who using the mobile services and the internal customer is the employee in mobile services company Based on 5 point Likert-scale

Malaysia Mobile Phone Service Customer satisfaction Model

Discussion: This study verifies how the factors of service quality and price affect the customer satisfaction. Base on result from previous study, all the factors are shown to have a big impact in customer satisfaction via services which stimulate loyalty to a brand. Customers are very concern about price. Price sensitivity is still a major concern in Malaysia so even a small difference in price would influence customer behaviour. Strong bonding between Customer satisfaction and price exist which influence the customer satisfaction and great link with good services would make customers feel more satisfy though price.

Conclusion: As telecommunication provider, providing the best services in several criteria such as network coverage, price, service quality and some other added value may contribute to build strong relationship with customers who lead to customer loyalty and delight in utilize the mobile phone service provided and may consider to repurchase the services in the future. A happy and satisfied customer will have intention to repurchase again from previous services or product provider if they have fulfils their needs in terms of price and quality of services which will affect the business profit.

1.What is customer satisfaction? 2.Describe the important of customer in business? 3.How you would proceed to satisfy and delight? 4.How does employee satisfaction relate to customer satisfaction? 5.Define internal and external customer in your field? 6.What are customer complaints? What are relevant of customer complaint? 7.How would you proceed on handling customer complaint? 8. What is customer satisfaction model? 9.What performance measure maybe keeps in your mind while designing customer satisfaction ?

Title: The relationship between service quality and price on customer satisfaction in Malaysia Mobile Phone Services

Introduction: In Malaysia, Mobile phone services are the fast growing in telecommunication industry. The studies conducted by the Malaysian Communications and Multimedia Commission (MCMC) showed that the mobile market is indeed competitive. Consumers have never before had as much choice as is currently available. These will turn to lead dramatically increase competition between telecommunication services providers. As the competition are increase between the telecommunication service provider, it is necessary for them to know the consumers perception about price, service quality, product and the other important factors that will play a vital role for customers to choose the telecommunication service provider. Business with long-lasting profit and strong branding are more likely to survive in the market nowadays with the implementation of good business strategies in tackle customer to purchase their product repeatedly.

In a competitive market, service providers are expected to compete on both price and quality of services and also it is necessary for the service providers to meet the consumers' requirements and expectations in price and service quality (Melody, 2001).

Literature Review: a) Customer Satisfaction Known as a personal feeling of either pleasure or disappointment resulting from the evaluation of services provided by an organization to an individual in relation to expectation, Leisen and Vance (2001). Customer is very important to success in business because when customer satisfied, a product or service may get free marketing by positive word of mouth to friends. A satisfied customer is often a returning customer. This is also mentioned by Bloemer and Kasper (1995) in their research, which the marketing activities positive outcome is high customer satisfaction will leads to repeat visitation to stores, product purchases and word-ofmouth promotion to friends. The most important factor that affects customer satisfaction is employee satisfaction, if the employees like their job and company they work for; they are going to be more helpful and considerate toward customer. Caterina (2005) conclude that positive changes in employee attitudes lead to positive changes in customer satisfaction. Service Quality - According to Johnson and Sirikit (2002) service quality can be use as a competitive advantage which is relate to customers satisfaction and also leads to consumer loyalty and future purchase. b) Price -According to Kotler and Armstrong (2010) price is the amount of money charged for a product or service, or the sum of the values that customers exchange for the benefits of having or using the product or service. If the company offers lower charges, more customers will commit themselves to the telephone networks and more call minutes can be achieved.

c) Customers complain- defined as an expression of dissatisfaction with a product or service, either orally or in writing from an internal and external customer, (QFINANCE, 2009). Complaints tell business how to do its job better by alerting management to problems that need prompt attention and correction. Kim, Park and Jeong (2004) suggested that to handle the customer complaint are by using combination step of customer support systems, complaint processing, speed of complaint processing, ease of reporting complaint and friendliness when reporting complaint.

Objective:
This research aims for what are the factors contributing customer satisfaction towards mobile phone services in Malaysia. . In order to accomplish this research, few objectives are set which are: To examine the factors that have been affecting the consumers perception to select mobile telecommunication service To examine the interrelationship between customer satisfaction and influencing factors of satisfaction such as service quality and price.

Expected Outcomes:
To assist mobile phone operators managers to invest their resources more efficiently, making changes to crucial quality attributes that elicit the consumers satisfaction level. Managers of mobile phone service providers can use the findings as sources of reference to manage their business and improve their service quality

Methodology: A self-structured Questionnaire (service quality, price, customer satisfaction, and customer complaint and customer loyalty). Questionnaire will be distributed utilizing a convenience sampling from walk-in customers at market places, educational institutions, and government and privet institutions. In this study the external customers are customers who using the mobile services and the internal customer is the employee in mobile services company

Discussion: This study verifies how the factors of service quality and price affect the customer satisfaction. Base on result from previous study, all the factors are shown to have a big impact in customer satisfaction via services which stimulate loyalty to a brand.

Customers are very concern about price. Price sensitivity is still a major concern in Malaysia so even a small difference in price would influence customer behaviour.
Strong bonding between Customer satisfaction and price exist which influence the customer satisfaction and great link with good services would make customers feel more satisfy though price.

Based on 5 point Likert-scale

Malaysia Mobile Phone Service Customer satisfaction Model

Conclusion: As telecommunication provider, providing the best services in several criteria such as network coverage, price, service quality and some other added value may contribute to build strong relationship with customers who lead to customer loyalty and delight in utilize the mobile phone service provided and may consider to repurchase the services in the future. A happy and satisfied customer will have intention to repurchase again from previous services or product provider if they have fulfils their needs in terms of price and quality of services which will affect the business profit.