TM Point is a one-stop center for products and services of Telekom Malaysia (TM) as well as one-stop payment center for utilities and bills, all under one roof. It has 104 outlets throughout the country and serves as a direct channel of payment for all TM bills as well as inquiries, new application, complaint and sales of TM's products and services. TM is entrusted as one of the Government agent for its service delivery to the public and the government is monitoring TM's performance via Customer Satisfaction Index (CSI) rating. As TM has also invested a substantial amount annually on maintaining and improving its services, it needs to know the return on these investments. The study conducted help to indicate the benefits it had earned through knowledge of its customers satisfaction. Three (3) key research objectives were set to examine the level of customer satisfaction of each key attributes at TM point, how it was generated and how it might be affected by customer's intrinsic and extrinsic value perspectives. Based on the literature been reviewed, a conceptual framework was designed to illustrate its link. A set of questionnaires was developed to address a sample size that represents the overall population of TM point outlets under its investigation. This study employed the highest power of statistical tool by applying various types of scale for the dependent variable (DV) and Likert scale for its independent variable (IV), besides adopting critical incidents (CI) as an intrinsic moderator (MV). The data collected were ensured it goodness via various test and analysed using statistical techniques such as frequencies, mean and multiple regressions. The finding of the study discovered that customer mostly satisfied with place attribute, followed by people, product and lastly process. The mean for the overall satisfaction is 3.56 and this is within the TM's CSI range between 3.3 to 3.6. It can thus be generalized that the customer satisfaction level at TM point is rather consistent, tally with the industry reading and conform to Malaysian Communication and Multimedia Commission (MCMC)'s requirement. Upon conducting a multiple regression analysis, the study found out that "People" and "Process" factor were highly rated by the respondents. Similarly, when the 1st and 2nd order regression were performed, it clearly supported the impact of the two factors as an intrinsic moderator. This serves as a proof that both attributes have a greater intrinsic impact on customer satisfaction level at TM point. The study carried out by the researcher was greatly commendable by the management of TM point as its findings was very useful and timely to help TM formulates its improvement strategies on specific areas that can give direct impact to customer satisfaction. This would have a domino effect on increasing customer retention, loyalty and thus, company's profitability.
