| Summary: | Malaysia's internet connectivity has significantly increased over the last decade, boosting competitiveness and supporting economic growth. The number of Internet Service Providers (ISPs) has been steadily expanding, and competition is intensifying. As a result, it's crucial to comprehend why clients stick with a given service provider. The impact of service quality on customer satisfaction with internet service providers among Malaysians is investigated in this study. The responses were collected using a google form from 181 post-paid mobile subscribers in Malaysia. According to the findings of structural equation modelling, service quality is a significant predictor of customer happiness, which leads to tangibles and responsiveness. The findings offer useful managerial advice on how to manage customer happiness and loyalty. It is crucial for the organisations to know how to gauge these factors from the buyers' point of view with a specific target to better comprehend their requirements and consequently fulfil them
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