Factors Affecting Customer Loyalty Towards Yes Company in Malaysia

Abstract

Using internet has become an essential part of all customers. Within the recent time, internet services have grown to be wide in the whole world. Despite its attractiveness, customer loyalty towards internet company website has become an issue due to stiff competition among the internet company in Malaysia .As the development and validation of a customer loyalty model in internet company website context in Malaysia had not been addressed by past studies, this study attempts to propose a model based on the theoretical part. With the purpose to investigate factors influencing customer loyalty towards Yes company. A questionnaire survey was conducted with the sample consisting of Yes company internet users in Kuala Lumpur. The factors that influence customer loyalty towards Internet Company in Malaysia have been investigated and tested.

Keywords: Service Quality, Satisfaction, Reputation Trust, Yes Company