Abstract

Retaining customers and creating loyal customers is vital for business continuity as a means of sustenance in the competitive telecommunication market. Employees that execute distinctive service encounters are responsible for creating valuable customer experience in the service industry, a sign of differentiation over its rivals. This study uses the SERVQUAL model to measure the level of performance delivered by Telekom Malaysia (TM) employees in influencing customer loyalty towards TM products and services. Evidence from the findings revealed that reliability and empathy are significantly positive in influencing customer loyalty.

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