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Exploring Influencing Factors for the Selection of Mobile Phone Service Providers: A Structural Equational Modelling (SEM) Approach on Malaysian Consumers
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This study explored vital factors to select service providers. SEM approach was applied to test the hypotheses. The results showed that the price was the most important factor followed by quality, availability and promotion. Findings may provide needful improvement of the players marketing strategy. The study only included information of limited variables from a few cities in Malaysia. Further research should consider more information in context of mobile operators with a larger sample.

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International Islamic University Malaysia, P.O. Box 10,
53100 Kuala Lumpur
Kuala Lumpur
Malaysia

Full Name [1]
A.K.M Ahasanul Haque
Email [1]
belaliium@gmail.com