Assessing the Relative Importance of Competitive Priorities that Influence Consumers’ Choices in Mobile Phone Services

  •  Md. Nor Hayati Tahir    
  •  Mohd Fazli Mohd. Sam    
  •  Mazidah Said    
  •  Mohd Fauzi Kamarudin    


Mobile telecommunication usage is a necessity to assure that someone is connected and accessible in a network. This study focuses on the elements that influence the customer’s choice in mobile services, namely the cost/price, quality, time/delivery, flexibility, service and innovation. The objective of this study is to examine the significant importance of competitive priorities of elements that influence consumers’ choices in mobile phone services and further to rank all the elements based on the level of importance from the consumers’ points of view. The study focuses on mobile users in Melaka, Malaysia and data gathering is mechanized by a questionnaire. Data has been analyzed descriptively and further correlated and regressed. The analysis found that competitive priority elements as ranked according to priority are quality, cost, flexibility, time, service and innovation. This findings is useful for telecommunication providers towards improvement of service, as well as to achieve customers’ satisfaction.

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