Description of Invention
This study explores customer loyalty in Sabah's rural telecommunication industry, focusing on factors like network coverage, service quality, pricing strategy, government policy, and socioeconomic status (SES). Rural areas in Sabah face unique challenges, including poor network infrastructure and limited service options, which impact customer satisfaction and loyalty. Using a quantitative methodology, surveys were distributed across seven districts (Keningau, Tambunan, Tenom, Nabawan, Beaufort, Kuala Penyu, and Sipitang) to gather data on these key variables. The study provides valuable insights for telecommunication providers and policymakers, emphasizing the need to invest in rural infrastructure and tailor services to meet the specific needs of rural consumers. These efforts are essential for improving customer satisfaction and retention, ultimately contributing to the growth of the telecommunications sector in Sabah’s rural regions.