Research Design Research design is considered one of the most important steps in the research process. It includes decision making regarding the purpose of the study, its type of location, and the degree of manipulation and control by the research Sekaran (2003). It is the outline and specification of the entire research procedure that must be followed by the researcher to achieve the research objectives or test the hypothesis formulated for the study (McDaniel & Gates,1999). The quantitative approach is a research methodology that aims to quantify data in order to use statistical methods to analyze and describe a data set (Malhotra & Birks, 2007). This approach allows the researcher to establish statistical evidence about the nature and strength of relationships between variables. Although quantitative methods cannot provide in-depth explanations compared to qualitative methods, quantitative methods can be used to test hypotheses and determine the reliability and validity of variable measurement (Malhotra & Birks, 2007). Furthermore, quantitative research methodologies have been widely and successfully used in previous loyalty studies, particularly in the context of airline services (Chang & Chang, 2010; P.-T. Chen & Hu, 2012; Forgas et al., 2010; Park et al., 2006). Data Collection In the present study, survey or observation-based method is applied as a means of data collection. This method based on the type of research conducted has its advantages that make it appropriate for this research. According to Malhotra (1993;188) “a structured questionnaire administered to a sample of the population and designed to obtain specific information from respondents is called a survey method”. The main advantages of su...... half of the card ......pur . The remaining questionnaires (150) were distributed to students of the International Islamic University Malaysia based on the reasonable assumption that they were at some point involved in complaints from their service providers Digi & Maxis. The majority of this sample group had experienced a complaint with service providers at least once. The questions used to measure the variables of this study were based on two types of scales, namely the semantic differential and the 7-point Likert scales. These scales have been widely used in satisfaction and loyalty studies (Rundle-Thiele, 2005). The seven-point Likert scale is a commonly used form of rating scale (Malhotra & Birks, 2007). Respondents were asked to indicate their degree of agreement or disagreement with each detailed statement using a 7-point scale from strongly disagree (1) to strongly agree (7).