文章基本信息

标题：Consumer loyalty in mobile telephony
本地全文：下载
作者：Estrella Diaz ; David Martin-Consuegra ; Agueda Esteban 等
期刊名称：African Journal of Business Management
印刷版ISSN：1993-8233
出版年度：2011
卷号：5
期号：33
页码：12715-12727
DOI：10.5897/AJBM11.241
语种：English
出版社：Academic Journals
摘要：The main aim of this work was to analyze the effect of satisfaction and word-of-mouth (WOM) communication on consumer loyalty, as well as to explore the link between loyalty and WOM in mobile telephony. In order to test the hypotheses proposed in this study, a causal model was applied using a sample of 257 consumers. The results obtained confirmed the existence of a significant and positive relationship between satisfaction, loyalty and WOM communication in mobile telephony. These findings suggested that theorists and practitioners needed to acknowledge the existence and prevalence of these elements and behaviors into the customers, and incorporate them into the conceptualizations and practices.
关键词：relationship marketing; consumer loyalty; satisfaction; word-of-mouth communication (WOM)