Page 340 - MARSIUM'21 COMP OF PAPER

⬛ 1.0 INTRODUCTION

The telecommunications industry is made up of cable companies, internet service providers, satellite companies and
telephone companies. Telecommunications is defined as long-distance communication (Corporate Finance Institute, 2020).
Communication is a process in which information is transferred from source to destination. Information can take many forms
including voice, data, video, graphics and etc. The most basic way of communication is voice communication. People may interact
with one other through facial expressions and body language.
Only U Mobile Enterprise is a small and medium enterprises business. This enterprise operates in the mobile electronics
stores industry. It was registered under the name of the owner, Tan Kai Chuan. Only U Mobile Enterprise was established in 2014
and it operating in Malaysia located at Pt 4953, Jalan Tampin, 73400 Gemas, Negeri Sembilan. Products that included under the
company are smart phone, camcorders, and phone accessories for leading global brands. Some of our well-known brands are:
Samsung, Huawei, Oppo, Mi, Honor and others brands are available at Only U Mobile Enterprise. Besides from those products,
Only U Mobile Enterprise also has offer some services such as top up services and repair services.

Only U Mobile Enterprise is fully managed by Mr. Tan and his wife Mrs. Masuin only because it is a very small store
layout. Mr.Tan and his wife live at Bahau, Negeri Sembilan which is probably around 40km distance or 41 minutes from his house
to his business location - Gemas, Negeri Sembilan. The business operation time is from 3pm until 10pm every day including the
public holiday as well. Mr.Tan operate his business on 3pm is because his child back from school at 1pm so he need to pick up his
child from school before going to work.
Mr.Tan has set the vision of the Only U Mobile Enterprise which is to connecting people, businesses and communities
to a better future through electronic product. While the mission of the company is to become the first choose mobile electronics
stores for the Gemas villagers. The future goals of Only U Mobile Enterprise is to open a branch located at Bahau which is nearly
with his house and also launch an online stores.

1.1 Problem Statement

Customer loyalty has become a big problem for businesses in today's competitive industry. Customers can choose from
a variety of service providers in mobile electronics stores and actively exercise their right to switch from one service provider
to another. Customers that are loyal to a company are more likely to report positive financial results. Consumers that are loyal
not only boost the company's value, but they also allow it to keep costs lower than those associated with obtaining new customers
(Boora and Singh, 2011). To provide better services and acquire a competitive edge, operators must first understand customer
satisfaction and loyalty in order to deliver better services to customers. It's difficult to create a large consumer base when firms
offer similar products. In this circumstance, the only thing that will help to keep and attract customers is to build great customer
relationships.
Only U Mobile Enterprise faces an external threat from other similar company that sell the same products and services,
which led the customer switch to other company. Hence, the issues of customer loyalty was occur in Only U Mobile Enterprise.
Therefore this research is conduct to identify the factors that influence customer loyalty toward Only U Mobile Enterprise.
.

1.2 Research Questions

This study listed 3 main research questions:

RQ1: Are there any relationships between store environment, service quality and price with customer loyalty toward Only U
Mobile Enterprise?

RQ2: What is the most important factor that influences the customer loyalty toward Only U Mobile Enterprise?
RQ3: Will loyalty program improve the level of customer loyalty toward Only U Mobile Enterprise?

1.3 Research Objectives

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