文章基本信息

标题：CUSTOMER LOYALTY FRAMEWORK OFTELECOMMUNICATION SERVICE MARKET
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作者：Jawwad Ahmad ; Mazhar Hussain ; Amer Rajput 等
期刊名称：International Journal of Managing Value and Supply Chains
印刷版ISSN：2230-7966
电子版ISSN：0976-979X
出版年度：2015
卷号：6
期号：1
页码：69-78
DOI：10.5121/ijmvsc.2015.6106
出版社：AIRCC
摘要：This study investigates the relationship among customer satisfaction, customer trust, switching cost, andcustomer loyalty in mobile telecommunication service market of Pakistan. Built on the review of pertinentliterature a research framework is developed based on the mediation of customer trust and moderation ofswitching cost on the relationship of customer satisfaction with customer loyalty. The data were collectedfrom 515 customers in mobile telecommunication service market of Pakistan through conveniencesampling. Correlation matrix and ordinary least squares regression analyses are used to determine therelationship among the variables. The findings confirm the framework that customer trust partiallymediates the relationship of customer satisfaction with customer loyalty. Switching cost has no moderatingeffect in determining the relationship of customer satisfaction with customer trust and customer loyalty inmobile telecommunication service market of Pakistan. This study addresses the importance of customersatisfaction, customer loyalty, customer trust, and switching cost for the mobile telecommunication servicefirms. The findings suggest that the firms should enhance customer satisfaction in order to gain customertrust and customer loyalty. The significant relationships between the variables suggest that the researchframework is applicable to the firms of mobile telecommunication service market of Pakistan. Further, thisis probably among the first studies which look at mobile telecommunication service market of Pakistan incontext of customer satisfaction, customer trust, customer loyalty, and switching cost. The most obviousfinding to emerge from this study is that customer satisfaction and customer trust are the key determinantsin predicting customer loyalty.
关键词：Customer Satisfaction; Customer Trust; Customer Loyalty; Switching Cost; Telecommunication; Service;Market