Abstract This study focuses on the customer experience of Malaysia's performance of telecommunications services. The penetration rate in Malaysia has gone over 100 percent, meaning that every person in Malaysia has at least one account registered with the provider of telecommunications. The telecommunications industry rivalry has become fierce because there is a small market between players in the industry. This study using a questionnaire to gather data through random sampling. The analysis used a quantitative approach. Using SmartPLS analysis, one hundred and fifty available respondents were given. The findings show that consumers are more concerned with the service's quality and confidence than with the brand's picture and price. Consumer loyalty was not influenced by brand image and price. One of the critical factors is that for almost identical coverage areas, the services and packages offered are around the same price ranges. For their ongoing long-term strategy, the service supplier would use the result.