Mobile Touchpoint and Customer Effort: Leading energy firm in Malaysia

Abdul Rahman Zahari; Elinda Esa; Nor Hazlin Nor Asshidin; Khairul Nizam Surbaini; Azmer Ezwan Abdullah

doi:10.21834/e-bpj.v8iSI15.5076

Authors

Abdul Rahman Zahari College of Business Management & Accounting, Universiti Tenaga Nasional, Sultan Haji Ahmad Shah Campus, 26700 Bandar Muadzam Shah, Pahang, Malaysia
Elinda Esa College of Business Management & Accounting, Universiti Tenaga Nasional, Sultan Haji Ahmad Shah Campus, 26700 Bandar Muadzam Shah, Pahang, Malaysia
Nor Hazlin Nor Asshidin College of Business Management & Accounting, Universiti Tenaga Nasional, Sultan Haji Ahmad Shah Campus, 26700 Bandar Muadzam Shah, Pahang, Malaysia
Khairul Nizam Surbaini College of Business Management & Accounting, Universiti Tenaga Nasional, Sultan Haji Ahmad Shah Campus, 26700 Bandar Muadzam Shah, Pahang, Malaysia
Azmer Ezwan Abdullah College of Business Management & Accounting, Universiti Tenaga Nasional, Sultan Haji Ahmad Shah Campus, 26700 Bandar Muadzam Shah, Pahang, Malaysia

DOI:

https://doi.org/10.21834/e-bpj.v8iSI15.5076

Keywords:

Mobile Touchpoint, Customer Effort, Energy Firm

Abstract

This study aims to investigate if the mobile touchpoint and customer effort were significantly different by customer types of the leading energy provider in Malaysia. The study is essential because past literature revealed a limited study on mobile touchpoint in the energy sector. 1156 respondents were captured in this study using a stratified sampling technique. The findings showed significant differences between three mobile app’s variables and no differences with customer effort is recorded. Managers of energy firms may use the findings to strategize the mobile app services because it leads to better customer experience and facilitates customer satisfaction and loyalty.

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