The study aims to determine contributing factors to customer loyalty towards telecommunication service provider in Malaysia. Data were collected from 185 telecommunication users among university students using self-administered questionnaire. The findings indicated that there is a positive relationship between switching cost, trust, corporate image and perceived service quality with customer loyalty. Perceived service quality was found to be the most critical factor in affecting user's customer loyalty.
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Amin et al. (2012) studied this question.
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