THE ROLE OF CUSTOMER EMOTION TOWARDS CUSTOMER SATISFACTION IN TELECOMMUNICATION SECTOR

Abstract

This study aims to examine the relationship between customer emotion towards consumer satisfaction in telecommunication sector A self-administered questionnaire was distributed to 248 subscribers to the network service. This study only focuses on the three leading service provider of mobile telecommunication operators in Malaysia. The Structural Equation Modelling (SEM) method PLS has been applied to this data analysis.