The nature of the relationship between service quality and customer satisfaction among mobile users: Experience from Malaysia

This paper aims to investigate the impact of service quality on customer satisfaction for mobile users in Malaysia. Specifically, this paper examined the impact of service quality dimensions (tangibility, reliability, responsiveness, assurance, empathy) on customer satisfaction in the post-COVID era. The data were collected by using a self-administered questionnaire to the sample of Kuala Lumpur and Selangor states mobile users. Overall, 117 responses were gathered and five hypotheses were tested using hierarchical regression analyses. The results are mixed. Out of five hypotheses, only two were accepted. Reliability and responsiveness were found significantly positive relation to customer satisfaction whereas tangibility, assurance, and empathy were shown otherwise. Lastly, the discussion part will deliberate on the conflicting results. The limitations and suggestions for future research are also presented.