| Summary: | Nowadays mobile telecommunication services are expanding rapidly with the service providers
competing to provide the best and the latest in products and services. In order to expand and
stabilize in this competitive market, service providers should give attention to customer loyalty.
Previous researches have shown that customer loyalty is contributed by customer satisfaction and
switching barrier. However, those articles mainly focused on the postpaid telecommunication
services. Therefore, this article is aimed at the prepaid telecommunication services because a large
portion of the telecommunication users in Malaysia choose prepaid rather than postpaid services.
A survey has been conducted in the Klang Valley area. Analyses have been performed in two
stages, namely the exploratory and the confirmatory analyses. Further, the customer loyalty model
has been created and confirmed using Structural Equation Modelling (SEM). The result indicates
that customer loyalty of prepaid mobile telecommunication services in the Klang Valley has been
contributed to, only by customer satisfaction. The result has provided the general indicator of the pattern of customer loyalty in the Klang Valley that can be used as a guideline in implementing
activities for maintaining one’s market as well as customers
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