文章基本信息

标题：What Keep You Loyal to Your Telecommunication Services Provider
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作者：Skivern Sarangapani ; Shathees Baskaran ; Kesavan Nallaluthan 等
期刊名称：International Journal of Academic Research in Business and Social Sciences
电子版ISSN：2222-6990
出版年度：2021
卷号：11
期号：6
页码：1622-1635
DOI：10.6007/IJARBSS/v11-i6/9931
语种：English
出版社：Human Resource Management Academic Research Society
摘要：Fierce rivalry among the major players in the Malaysian telecommunications industry was evident despite tremendous growth in recent years. This competitive environment was driven by fluctuating consumer brand loyalty which has become a major concern. Hence, this study examined the factors that influence brand loyalty in the telecommunications industry which includes corporate image, confidence, service efficiency, and switching costs, as well as the importance of these factors. The study employed a quantitative research method and a structured questionnaire was used to collect the data. 249 usable responses were obtained and the data were analyzed using SPSS. The results indicated that corporate image and trust were significant while service quality was marginally supported. In contradiction, switching cost was insignificant in predicting customer loyalty. Trust was found to be a strong predictor of brand loyalty.