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Maxis is a well-known telecommunication brand in Malaysia. Nevertheless, there are still

rooms for improvement in their service level. The objective of this report is to analyze the

customers¶ satisfaction and dissatisfaction towards Maxis¶ customer service level, as well as

to recognize customers¶ wants and needs in the level of telecommunication service.

In this research, both primary and secondary methods are applied to attain the researchers¶

goals. The research started with the collection of secondary data that is related to Maxis.

Primary methods such as survey questionnaires, focus groups and individual depth interviews

were undertaken for further study. The targeted population was the residents in Klang Valley.

However, due to time and budgetary constraints throughout the research, the researchers only

managed to use a sample size of 100.

As a result, the researchers recognized the dissatisfaction and the demand of the respondents

towards Maxis¶ service level. In primary data, the researchers discovered the respondents¶

needs and wants from a telecommunication provider. Furthermore, the data collected shown

that most of the respondents prefer to use Maxis as it has the widest network coverage

compared to other providers.

From both primary and secondary data, the researchers found out that most respondents

prefer a fast service from the provider. Besides, most users would not make any complaints

although they face problems with their telecommunication line. This is due to the slow

service provided by the provider which leads the customers to have negative perception. Even

if the customers make a complaint, their problems would not be resolved immediately. The

company could improve their operators by giving them a better training before providing a

service to real customers.

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All telecommunication service providers in Malaysia are exploring various ways to

differentiate themselves from their competitors and gain benefits over competition. A variety

of promotional services were attempted over the years. A high level of service becomes the

selling point to attract customers¶ awareness as it is the most significant driver in customer

satisfaction (McDougall & Levesque, 2000 cited in Chang & Ernest, 2009). By the end of

2009, Maxis (www.maxis.com.my) had 12.3 million of subscribers, with Celcom

(www.celcom.com.my) in second place on 9.2 million; while Digi (www.digi.com.my) was

number three with 7.7 million subscribers. U-Mobile, one of the new operators estimated to

have 1.2 million subscribers and according to Business Times (www.btimes.com.my),

Tunetalk too managed to get 1.2 million subscribers on its first year of operation.

u Y 

Maxis Berhad was founded by Ananda Krishnan. It is the leading mobile communications

service provider in Malaysia with over 12.0 million mobile subscriptions as of 31 December

2009 (www.bursamalaysia.com). Furthermore, it is the second largest telecommunication

company in Malaysia provides a full set of services which includes mobile, fixed line

telephony, data and network service in order to fulfill the demand of telecommunication.

Maxis was the first to launch Maxis3G service in Malaysia in 1995. It was also among the

world¶s first to use HSDPA to further enhance wireless broadband services in 2006. Maxis

was also the first telecommunication service provider to bring the BlackBerry and Apple

iPhoneΠsmart phones to Malaysia (www.maxis.com.my).

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Maxis has won numerous awards over the year. The latest awards include:

’c Maxis Customer Service Strikes GOLD as Best Malaysian In-House Contact Centre

for 2010

’c Malaysia's Top Ten Companies: Ranked 1 ± Asia's 200 Most Admired Companies,

The Wall Street Journal Asia, 2006

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According to Telekom Malaysia Berhad (2000), telecommunication industry is undergoing

changes through globalisation and technological development. Fierce and intensive

competition is going on in the telecommunications industry. Each provider is challenging

each other to gain more productivity and profitability. However, customer service should not

be neglected as it is crucial for business success.

In this competitive market, there are many challenges to be faced especially in

telecommunication industry. In the case of Maxis, it has to consider in all aspects particularly

on customer service level. It is important to identify the needs, demands and perception of the

customers towards Maxis.

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Research methodology refers to the procedural framework within which the research is

conducted (Remenyi et al., 1998). Research method is concerned with how the design is

implemented and how the research is carried out.

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Primary research is the ³information specifically collected to solve a current problem

(Pecceault & McCarthy, 1999). It is normally direct observed, recorded or collected directly

from the respondents. Generally, these data are original and collected to address the current

problem specifically. The researchers have conducted various methods in gathering

information for better understanding in customers¶ expectation and perception towards

Maxis¶ customer service. The research process started off with the questionnaires

distributions, e-mail surveys, followed by focus groups and individual depth interviews.

- Y Y     

The research process first started with questionnaire distribution because it is the easiest

method to obtain substantial data. 50 questionnaires were being distributed in colleges (KDU,

Help) and shopping malls compounds (One Utama, The Curve) which located in Klang

Valley. All these venues were selected by the researchers due to their familiarity and the

well-located spots that provide more conveniences. Questionnaire is vital in the research

process because it gives an advantage to understand better on the customers¶ needs, wants

and expectations towards the Maxis¶ service level. It also provides opportunities for the

respondents to include feedbacks regarding the improvement areas of Maxis¶ service.

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However, there would be some inaccurate and insufficient information given. Thus, the

researchers required to print more questionnaires and distribute out to other respondents again.

Both time and money were wasted. As the researchers did not get sufficient information, so

were required to gain more information from other methods.

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Researchers targeted the young adults who are frequent computer users. This is because those

young adults are introverted and would most likely give more accurate answers in this

method. 30 questionnaires were sent out to them via e-mail for acquiring the data at a faster

pace without wasting any cost. Moreover, it is flexible regardless of time and location.

Nevertheless, this method may not be the most effective way because the researchers would

not know how reliable the information gathered is. Thus, focus groups were being conducted

for more reliable information.

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Researchers targeted students who are active and bold in interacting. 10 were chosen and

divided into Group A and Group B. In each session, 3 researchers would observe them in

order to identify and record down each respondent¶s action and behaviour. It helps to

understand more on what an individual needs and perceives towards Maxis¶ service level.

However, finding the most appropriate respondents and conducting focus group were not an

easy job. The researchers were required to be alert at all times to ensure all respondents are

always in the right topic.

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Researchers targeted the working class respondents because they have more ideas and

feedbacks towards Maxis. Researchers conducted 5 sessions and managed to know whether

the respondent is lying by observing at their gestures and eyes. Most respondents were

providing sufficient and accurate information which helped the researchers to adapt their

questioning to the respondents¶ answers.

Nevertheless, this method could be costly and time consuming.

- u  

According to Glass (1976), secondary analysis is the re-analysis of data for the purpose of

answering the original research question with better statistical techniques, or answering new

questions with old data. This is the most significant advantage for the researchers to save

their time and cost when doing research for Maxis. The data and facts were obtained by the

researchers through different ways, which included electronic databases such as EBSCOhost

for journals and articles, online research on Maxis and other competitors¶ homepage, collect

company¶s annual report from Bursa Malaysia, and in depth research in KDU library for

further relevant and consistent information.

Nevertheless, secondary data are often out-of-date and not all information fits a problem

completely. This is because secondary data are collected from other resource in other location

and it may not fit all customers as each customer varied from each other. Furthermore,

accuracy of secondary data may also be questionable as there are errors found in the

information provided compared to the primary data.

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Figure 2

 
90%

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50%

40%

30%

20%

10%

0%
Chinese Malay Indian Others
Female 50% 2% 1% 2%
Male 35% 3% 1% 6%

Figure 2 shows the category of respondents based on gender and race.

0
   85% of the respondents are Chinese. This is because questionnaires were

distributed in Chinese-oriented areas. Only 5% of Malays and 2% of Indians took the survey

because most of them were unavailable during that period when the survey was conducted.

Besides, the survey was taken on a public holiday. Furthermore, only a small number of

foreigners who have been residing in Malaysia for years were found in the survey because

limited foreigners know about Maxis.

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Figure 3

"  

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Student

Lecturer

Businessman

0% 10% 20% 30% 40% 50% 60%

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thers
Male 4% 3% 26% 12%
Female 0% 1% 30% 24%

Figure 3 shows the respondents¶ occupation according to their gender as well.

0  There are 56% of students being conducted in the survey due to most students were

having holidays during that period. Majority of the survey was conducted in shopping malls,

whereas minority was conducted in colleges. Nevertheless, the time conducted was during

lunch break or after working hours. Therefore, these situations explained regarding limited

lecturers and businessman as well as more females participated in the survey.

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Figure 5

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RM 31,000 & Above

RM 21,000 - RM 30,000
Gemale
RM 11,000 - RM 20,000

ale

RM 10,000 & Below

0% 10% 20% 30% 40% 50% 60% 70%

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40 Years Old & Above

30 - 39 Years Old
Gemale
19 - 29 Years Old 
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18 Years Old & Below

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Figure 5 shows the Maxis users which based on annual income and age group.

0    The majority of maxis users based on annual income are RM 10,000 & below,

whereas the majority based on age group are 19-29 years old. This phenomenon indicates that

most of the Maxis users are students and teenagers. According to the survey results,

youngsters are fancier towards Maxis compared to the older age groups. The main reason is

due to the attractiveness and benefits of iPhone and Blackberry packages. Furthermore,

today¶s teenagers are mostly associated with family packages as Maxis provides a superior

family plan for the users.

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Figure 6

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30

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20

15

10

5

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1 - 3 Years 4 - 6 Years 7 - 9 Years 10 Years & Above
Male 39  16  26  19 
Female 24  30  32  14 

Figure 6 shows how long the users have used Maxis in their entire life.

0   Majority of the users are using Maxis for 1 to 3 years because most of them started

using this provider after 3G was being introduced to Malaysia. Besides, Maxis also brought

in the latest technologies to its users so more new users found compared to users of 10 years

and above. Moreover, more males were using Maxis for 1 to 3 years because they were

attracted to the latest technologies such as iPhones by Maxis.

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Figure 8

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Figure 8 shows the reasons of why the users stop using Maxis.

0   There are several reasons that caused the users stop using Maxis: bad services of

Maxis centre, high cost rate, peer influence, and others more. The major reason was the cost

rate of Maxis which was relatively higher compared to others. Furthermore, some users

stopped using Maxis due to their bad services. Peer influences make them to switch to other

brands with lower cost. Besides, some users stop using due to low coverage in certain areas

and also company¶s requirement in getting other number.

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Figure 9

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40%

High Cost Rate

20%

Peer Influence
20%

Figure 9 shows the reasons of why users did not choose Maxis.

0 ! ! " Majority of the respondents did not choose Maxis as they prefer Digi and Celcom

due to the lower rate. Those subjective respondents despise Maxis¶ phone number, call rate,

and service manner. Peer influence, high cost rate and other reasons do affect the users¶

decisions. Some respondents did not think of using Maxis at all due to the numerous

influences within their social cycle, because most of their friends were using other mobile

network. Users these days are smart in comparing in this competitive market. Hence, they get

to identify that Maxis offered a higher cost rate compared to others. Furthermore, low

coverage in certain users¶ areas would also affect the respondents¶ perception on not

considering Maxis in their entire life.

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Figure 13 shows the major issues that the users were complaint about.

0#$%& & ' The major complaints that have been made by the users were regarding the

coverage problem of Maxis. Some users stated that they faced line problems in certain areas

and low signal during the period 3G was being upgraded. Some users complain about

unknown charges found hidden in their monthly bills without any further notice. Furthermore,

there were complaints on faulty SIM card, multiple SMS being sent and received, and poor

customer service. It was either they were unable to save new contact numbers due to the

faulty SIM card or abundant same messages being sent and received occasionally. Besides,

poor and bad customer services were encountered.

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Figure 14

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High Satisfaction
Troublesome, Towards Their
Not Interested & Service
Lazy 15%
32%

Never Face Any

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24%

Not A Big eal

29%

Figure 14 shows the reasons why respondents refuse to make complaints.

0()*+ + , The main reason is due to the users¶ perception of finding it troublesome as they

think it is unnecessary to make any complaints even when they face any problems. Some

users did come across minor problems with Maxis, but due to their laziness, their problems

turned into major ones along or even could not be fixed anymore. Besides, 24% stated that

they have never face any problem with Maxis. Generally, these users are not heavy users;

they might be just subscribing the line for normal usage and they would normally not alert

with any minor problems with Maxis.

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Figure 15

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No 16%

Yes 84%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Figure 15 shows whether the users were being answered politely during the interaction with

Maxis service centre.

0-./0 0 1c 84% of the users were being answer courteously when they tend to make any

complaints to the employees, but only 16% were not. This shows a positive sign that majority

users were satisfied with Maxis¶ customer service. Maxis provides numerous training courses

for the employees frequently, so that their employees are more aware in serving customers

professionally at all times. However, for those customers were not being answered politely

could be due to some minor problem which caused some misunderstanding between

customers and employees. Thus, it gave a wrong perception for the customers towards the

employees.

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Figure 16

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No 28%

Yes 72%

0% 10% 20% 30% 40% 50% 60% 70% 80%

Figure 16 shows whether the information given by Maxis helpful in solving the users¶

problem.

02345 5 6 Majority agreed that the information given by the Maxis¶ employees are useful in

helping them to solve their problem. Customers¶ satisfaction plays an important role for

Maxis. Thus, they recruit knowledgeable and professional employees to provide sufficient

information in order to help the customers to solve their problem immediately. However, 28%

of respondents were not happy because the information given was not helpful. This can be

either the customer did not follow the instruction given or unable to give sufficient

information to solve the problems. c

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Figure 17

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80%
68%
70%

60%

50%

40%
32%
30%

20%

10%

0%
Yes No

Figure 17 shows whether the users are satisfied with the outcome.

0789: : ; 68% are satisfied with the outcome due to the sufficient and helpful information

given by Maxis operators in helping them to solve the problems. Besides, it only takes within

1 day to get their problems resolved. Conversely, only 32% were not satisfied due to the poor

customer service encounter and did not obtain much useful information in solving their

problems. Although some get to resolve their problem, but the exact same problem would

occurred again after few days. Therefore, this causes the customers to seek for help and

information again from the customer service centre.

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Yes No

Figure 21 shows whether the users encounter any bad service.

0=>?@ @ A 76% of users did not experience any bad service but only 24% did experience the

bad service. It shows a positive sign that most of the customers did not experience any bad

service with Maxis because of its excellent services that beyond the level of customer

expectation. Furthermore, users have nothing serious to complain about when the service

provided is good. However, 24% chose that they experienced bad service. This may due to

the misunderstanding and language barriers between the users and employees.

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Figure 22

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50%
47%
45%

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31%
30%

25%

20%

15%

10%
10% 10%
5%
2%
0%
*1 *2 *3 *4 *5

Figure 22 shows the ratings of the service quality that received by the users

0BCDE E F Some users rated the service quality as low as 1 or 2 because they were not

satisfied with the service quality provided as they assume that Maxis focused more on new

customers instead of the existing customers. Existing customers do not receive good service

quality compared to when they first become Maxis users. Besides, they faced bad experience

before and this leads them to have negative perception. Nevertheless, majority rated the

service quality as high as 4 because they are satisfied with the services since their problems

are often being solved.

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Figure 23

o *- .'.
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No 78%

Yes 22%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Figure 23 shows the possibility of users will change to another telco service brand.

0GHIJ J K The chart indicates that 78% of users are loyal to Maxis and would not change into

other providers. This is possibly because most of the problems encountered were usually

solved and think that other providers might not provide the exact good service. Conversely,

there has 22% of users would change to other providers because of the unsolved problems

they encountered before and the unsatisfying services they received. The services given to the

users could be slow, inaccurate or unreliable.

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Figure 24

o  o*-+
90%
78%
80%

70%

60%

50%

40%

30%
22%
20%

10%
0% 0%
0%
Celcom Digi Tunetalk U-Mobile

Figure 24 shows which brand that the respondents would choose as their first preference

besides Maxis brand.

0LMNO O P The chart proves that 78% of the respondents would choose Digi. This is because

Digi is fairly affordable as it offers a lower rate compared to others. Furthermore, 22% of the

respondents would go for Celcom, as it is the longest telecommunication provider. However,

the graph shows that none of the respondents would choose Tunetalk and U-Mobile due to

their unattractive market strategies and not well-known in society. Therefore, these two

brands have failed to catch the attention from the society due to the insecure sensation.

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Figure 26

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Communication
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Figure 26 shows the areas of customer service that need to be improved which recommended

by the users.

0QRST T Uc The major area that needs to be improved is regarding the communication skills

and worker¶s knowledge. Employees were unable to fulfill users¶ requirements due to their

limited knowledge and language barriers. The effectiveness of service department and call

centre were needed to be improved as well. The service quality of 24-hours call centre was

dissatisfying because no one picked up the phone or engaged for several times when the

customers call. In fact, as a fundamental rule, a call centre should answer every call within 3

rings. Furthermore, worker¶s attitudes also needed to be improved. Meanwhile, some users

suggested no areas of customer service ought to be improved because these users do not have

any high expectation towards the service quality.

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Figure 27

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120%

100%

80%

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Rank 1 Rank 2 Rank 3 Rank 4 Rank 5
U-Mobile 0% 0% 8% 57% 35%
Tunetalk 0% 3% 0% 38% 59%
Maxis 52% 35% 10% 2% 1%
Digi 34% 39% 25% 1% 1%
Celcom 14% 23% 57% 2% 4%

Figure 27 shows the ranking of the 5 telecommunication brands: Celcom, Digi, Maxis,

Tunetalk, and U-Mobile.

0VWXY Y Z The chart shows that majority of the respondents placed Maxis as Rank 1, which

clearly illustrates that Maxis able to strive the top position in the telecommunication industry.

This has proved that Maxis has a well-built market in customers¶ perception. Meanwhile,

Digi obtained a rank of second. This could be due to its attractive and cheaper call rate

compared to other brands. Conversely, Celcom can hardly beat down Maxis and Digi, thus it

has been ranked as third. Nevertheless, most people do not have the confidence to use

Tunetalk and U-Mobile due to lack of familiarity.

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Figure 29

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Well-Mannered More
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The Training On Interacting With
Employees' Customers
Attitudes 21%
16%

High Level Of
Service Quality
23%

More Efficient
And Responsive
Focus Mainly In Dealing With
On Customers' Customers'
Needs And Problems
Wants 27%
13%

Figure 29 shows the various types of level expectation of the users regarding the quality of

customer service.

0[\]^ ^ _ Majority of the users were expecting to encounter an excellent service which is

more efficient and responsive in dealing with their problems. Hence, Maxis was expected in

providing more efficient, friendly, and warm services that enhance the customers¶ delighted

experience. Some users expected a high level of service quality and also a more professional

customer service. Besides, well-mannered and well-trained employees were expected and

minority aspire the customer service to focus primarily on the users¶ needs and wants.

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` Respondents suggested that the service level of Maxis can be improved particularly

on the process in dealing and resolving problem for customers. The service level of Maxis is

regarded as inefficient and unproductive due to the unprofessional and unreliable employees.

Furthermore, bad customer service existed due to the untrained employees being impolite

towards the customers.

‰
 a Respondents perceived that Maxis is being bias between new and existing

customers, as Maxis mainly focus more on new customers. Maxis does not really appreciate

loyalty, as not many loyalty programmes were provided for existing customers. Moreover,

new customers would gain more benefits compared to existing customers.

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Researchers identified that most telecommunication users demand for a fast service from

their providers. This includes Maxis as well. Most users would not spend time on contacting

their providers if any minor problems were being faced. This leads the company to be

unaware of those minor problems. Users do not make any enquiries is because they have this

perception that all providers offer a slow service as they encountered before. Furthermore,

most problems would not be solved immediately as it could be passed on from one operator

to another. Along with the Malaysian¶ culture of not making any complaint although

problems were being faced would most likely worsen the problem.

Maxis should expand their business by focusing more on customers¶ needs instead of earning

profits. The company could introduce new batch of frontline employees and call operators

with high standard of professionalism and knowledge in encountering any situations with the

customers. Meanwhile, Maxis could provide strict trainings to the existed employees in order

to improve their service quality. This would encourage the public to come forward to Maxis

for help when there is any problem. Besides, Maxis could hire local celebrities to advertise

the good and professional services provided by the employees. Young adults and teenagers

would be attracted by the celebrity and in choosing the provider. Therefore, they would

always go for what the celebrity chooses.

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The conducted research may have been limited by the chosen sample frame. As most of the

surveys were collected from a specific location which is Klang Valley, this could have given

an effect on the research results as the sample size was not even 10% of the population in

Malaysia. It is not reasonable from the study to infer that the service level of Maxis is better

than other brands, nor can be concluded that the expectations of respondents are the same

throughout Malaysia.

The conducted research was complex and difficult to be carried out due to the limited time

given. To distribute and gather the survey questionnaires can be time-consuming for the

researchers. Due to time constraints in conducting the survey, merely around 100 survey

questionnaires have been distributed out. Therefore, the collection of data and statistic would

be lack of accuracy and insufficient because merely from small proportion of general

population in Malaysia.

In addition, small portions of the surveys were rejected due to some reasons. Irrelevant

incomplete answers were provided by some respondents in the surveys. This could give an

impact in the accuracy of research, thus the researchers had to conduct even more surveys

and analyze over again in a short period. Accordingly, information and data collected can be

costly, as the researchers¶ budgetary constraints would be affected. All these could affect the

researchers to collect more reliable and accurate information from the respondents.

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