The Relationship between customer satisfaction, Corporate Social Responsibility activities towards customer loyalty in TNB Kuantan Pahang

Juriana Yusoh, (2022) The Relationship between customer satisfaction, Corporate Social Responsibility activities towards customer loyalty in TNB Kuantan Pahang. Masters thesis, Open University Malaysia.

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Abstract

The potential opening of the power sector's retail space will give customers more options to buy their electricity and is likely to have earnings impact on Tenaga Nasional Berhad (TNB). As of right now, TNB is the only retail energy provider in Peninsular Malaysia. Recent reports suggested that the government was investigating the possibility of allowing new energy suppliers to enter the market and the findings are expected to be made public in the near future. Loyalty on the part of customers is recognized as one of the most important goals that TNB should strive for in order to build a sustainable advantage in the market. Customer loyalty is one of the most important yardsticks for achievement for unique organizations in a competitive business climate. It is shown by the customers' continued patronage of the unique enterprises. The degree to which customers are committed to the missions, priorities, products, and services that TNB reveals a lot about how successful their business is in the marketplace. This study is to examine the relationship between TNB Corporate Social Responsibility activities and Customer Satisfaction Index towards Customer Loyalty for TNB customers in Kuantan, Pahang. The quantitative survey method was used to collect the data. Part of customers of TNB were chosen as the sample of the study. The result of preliminary analyses, testes, discusses and come out the result of all variables of study, the factor analysis, correlation, and the regressions analyses on the direct and indirect relationship among the variables. The result revealed direct significant relationships between the independent variables (corporate social responsibility and customer satisfaction) and dependent variable (customer loyalty).

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