Staff Conduct, Communication, Access to Service & Customer Satisfaction: The Mediating Effect of Credibility

This study examines the direct effects of staff conduct, communication, access to service, and credibility on satisfaction towards telecommunication services in Malaysia. The study took place in a public university to see whether the lecturers are happy with the services provided by the telecommunication firms. There are a total of 100 responses to the questionnaire developed. The data is analyzed using Structural Equation Modeling (SEM) through AMOS. The goodness of fit indices of the revised structural model indicate adequate fit (GFI: 0.915, RMSEA: 0.048, Ratio: 1.21, P-value: 0.158). The regression parameter estimates show four significant relationships between credibility and staff conduct (β=0.295, P-value=0.003 and C.R=2.93), credibility and communication (β=0.76, P-value=0.000 and C.R=8.996), satisfaction and access to service (β=0.316, P-value=0.000 and C.R=3.673) and satisfaction and credibility (β=0.945, P-value=0.035 and C.R=2.05). The result is discussed in the context of improving telecommunication services in Malaysia.