The purpose of this study is to investigate the effect of service quality, trust and customer perceived value on customer loyalty in the Malaysia services sector. The research examines three factors of service quality, trust and perceived value by customers in the banking, insurance, and telecommunications industry. A quantitative approach was employed to measure the relationships between the variables of the study. Statistical tests included descriptive statistics, internal consistency, reliability, validity, correlation and regression were conducted to determine the relationship and to validate the study. The study found that there is positive relationship between service quality and trust, service quality and perceived value, trust and customer loyalty and perceived value and customer loyalty. Consequently, based on findings, service quality, trust and perceived value are considered to be antecedents of customer loyalty.
Keywords: Service quality; perceived value; customer loyalty; Malaysia
ICAS Online Proceedings Library