How Customer Loyalty Model be Operative? A Study of Cellular Phone Service Providers in Pakistan (original) (raw)
Related papers
Customer Loyalty a Key to Success: A Case Study in Telecom Sector of Pakistan
Jinnah Business Review, 2021
This paper identified the role of the independent variable like service quality, taking perceived value, word of mouth and customer satisfaction (mediation/ intervening variables) in creating customer loyalty (dependent variable) among the telecom user (mobile phone users). The empirical portion have extensive literature regarding the mentioned variables and shown their impact towards the customer loyalty. The telecom industry has been facing cut throat competition due to the market saturation, decrease in ARPU (average revenue per user), and shift to internet based (cheaper sources) communication tools, unexpected mergers, higher cost and decreasing the margin. Thus, telecom companies have been thinking about devising the best possible suitable strategies for creating the customer to maintain their survival and growth. The simple random techniques are used for sample selection and self-administration questionnaire is the tool for collecting data. A sample of 300 universities studen...
Customer Loyalty in Telecom Sector of Pakistan
Journal of Sociological Research, 2014
This study examines major influences on customer loyalty in a research framework where customer loyalty is the dependent variable and customer satisfaction, perceived price, service quality and trust are all independent variables. The research also tests the hypothesis that there exists a moderating relationship between service quality and customer satisfaction. The study employs various statistical techniques, including reliability, factor and regression analysis. The epistemology of research was primarily qualitative and involved 170 citizens of Pakistan through a questionnaire led survey and factor analysis was further applied to confirm the results. This study acknowledges service quality positively affecting customer satisfaction with perceived price acting as a moderating variable. In addition to that service quality also has a significant positive influence on trust. Customer satisfaction is a strong variable effecting customer loyalty and trust positively. Therefore it could be postulated that customers with high rated perception of service quality and satisfaction also generally exhibit repurchase intent and strong loyalty towards the products. Furthermore, the study also adds up that the moderating variables positively influence the relationship. Increase in the customer"s perception on the reasonableness of price also tends to increase the impact of service quality on customer satisfaction. 464 customer loyalty in telecommunication sector of Pakistan in Bahawalpur. Diverse environment always plays a positive role that helps affect the respondent"s behavior. Since this study was conducted in Islamia university of Bahawalpur and different area of Bahawalpur Pakistan, it could not represent other people living in urban or rural areas where the quality of life is totally different. Finally, it is recommended for the future researchers that they explore perceived price and its moderating influence on the relationship between service quality and customer satisfaction.
Based on SERVQUAL Model, customer loyalty framework, and relationship commitment model, this meta-analysis examines the effect of these well-defined models on customer retention. The study validates the impact of the given well-developed models and helps to develop strategies for enhancing and developing customer retention. The study utilized exploratory factor analysis, confirmatory factor analysis, and structural equation modeling to analyze customer retention outcome model. It was found that all three chosen models were found to have a significant impact on customer retention in telecom sector of Pakistan. The study helps in devising strategies for increasing and improving service satisfaction, customer loyalty and customer trust towards an increase in customer retention. The contribution of this study is the construction of the structural path and measurement models of customer retention practices and provides operational competitive outcomes that could facilitate future research on customer retention in service industry.
Importance of Customer Loyalty in Telecommunication Sector
International Journal of Applied Research in Management and Economics, 2020
Customer loyalty is a serious matter of concern for every business where it measures the customer’s likeliness to give repeat business with a brand or organization. In other words, it is the outcome of a positive experience for customers as well as customer satisfaction. In this paper, the role of the relational dimension will be studied in the context of customer loyalty. The aim of this paper is to analyze the concept of relationship marketing and the key variables of the dimension relationship and their role in customer loyalty. South Asian telecommunication industry is selected to analyze the role of relational dimension in the context of customer loyalty. Previous studies will be reviewed to analyze the concept of relationship besides demonstrating the role of relationship marketing in the telecommunication industry. Additionally, the concept of customer loyalty and multiple theoretical approaches to customer loyalty is appropriately discussed here. Another important part of th...
Necessity of Customer Loyalty Formation and Its Peculiarities in the Telecommunication Services
Environment. Technology. Resources. Proceedings of the International Scientific and Practical Conference
Everyday life is unimaginable without telecommunication services; they are the significant players in the national economy. All business activities, including the ones of telecommunication services, are directed towards the satisfaction of customers’ needs and wants, and hence towards the profit earning. This process, in its turn, entails the formation of different company/customer relations, where both parties want to gain something out of these relations. The company strives, first of all, to increase the turnover and profit, while the customer wants to receive the desired services, information and the proper attitude. These customer gains can be basis of the loyalty formation, that is very important for the company, because the process of attracting new consumers always involves spending money, time and energy. The goal of this work is to explore the loyalty formation process and its peculiarities in the telecommunication services. Based on the results of the study, it was found ...
Customer Loyalty Framework of Telecommunication Service Market
International Journal of Managing Value and Supply Chains, 2015
This study investigates the relationship among customer satisfaction, customer trust, switching cost, and customer loyalty in mobile telecommunication service market of Pakistan. Built on the review of pertinent literature a research framework is developed based on the mediation of customer trust and moderation of switching cost on the relationship of customer satisfaction with customer loyalty. The data were collected from 515 customers in mobile telecommunication service market of Pakistan through convenience sampling. Correlation matrix and ordinary least squares regression analyses are used to determine the relationship among the variables. The findings confirm the framework that customer trust partially mediates the relationship of customer satisfaction with customer loyalty. Switching cost has no moderating effect in determining the relationship of customer satisfaction with customer trust and customer loyalty in mobile telecommunication service market of Pakistan. This study addresses the importance of customer satisfaction, customer loyalty, customer trust, and switching cost for the mobile telecommunication service firms. The findings suggest that the firms should enhance customer satisfaction in order to gain customer trust and customer loyalty. The significant relationships between the variables suggest that the research framework is applicable to the firms of mobile telecommunication service market of Pakistan. Further, this is probably among the first studies which look at mobile telecommunication service market of Pakistan in context of customer satisfaction, customer trust, customer loyalty, and switching cost. The most obvious finding to emerge from this study is that customer satisfaction and customer trust are the key determinants in predicting customer loyalty.
An Empirical Study of Customer Satisfaction and Loyalty: An Evidence of Telecom Sector in Pakistan
Journal of Business & Tourism, 2021
This research explores key determinants of customer loyalty in a research setting where customer loyalty is a dependent variable and service quality switching costs and switching cost and trust are all independent variables. The research uses a variety of statistical techniques, including reliability factor and regression analysis. As the country is moving fast towards digital financial inclusion. The telecommunication sector in Pakistan has also been impressively keeping up with paced. With the growing fame of digital telecommunications, the evaluation of customer loyalty and satisfaction has become essential for mobile network operators as well as for researchers at the same moment. To define, the variables influencing client satisfaction and loyalty, a comprehensive literature study was conducted. A conceptual research model was created based on a literature review to identify the link between service quality and customer satisfaction, in addition to price switching, customer loy...
Factors Affecting Customer Retention in Telecom Sector of Pakistan
Customer retention is the most important and essential element in telecommunication sector as it caught a great deal of attention for marketing researchers in the last decade in Pakistan. Many service providers are losing their current customers every year due to highly competitive environment. The purpose of this study is to analyse different factors which affect the customer retention, such as satisfaction, trust, corporate image, commitment level, loyalty and switching behaviour of customers. The data was collected through self-administered questionnaires distributed to customers of different service providers. Overall 300 (response rate 68%) useable questionnaires were entered into SPSS and then AMOS was used for analysis purpose. Measurement and structural models were developed in structural equation modeling. The results showed that through Trust, Satisfaction and Loyalty customer retention is increased. Customers repurchase intentions are increased when they are satisfied with company products and services and are getting emotional and functional benefits.
What Makes Customers Brand Loyal: A Study on Telecommunication Sector of Pakistan
Recent studies focused on loyalty concept in services sector. Brand loyalty is receiving great deal of attention in telecommunication sector. So there is a need of introducing comprehensive brand loyalty model. This study attempts to provide a broad view of brand loyalty by proposing a model and testing its potential antecedents. The antecedents included in the research are service quality, satisfaction, trust and commitment.A pilot and main study was conducted to test the hypotheses. A sample of 475 customers of cellular network providers was selected. The results depict that in mobile phone network market, service quality is considered as most important factor of brand loyalty. An indirect positive relationship of service quality and satisfaction to brand loyalty has also been affirmed. As customer retention is critical for strategists in dynamic world of telecommunication sector. So it is important for operators to devise well-structured customer loyalty programs for protecting the customers' base line.
Only customer satisfaction and customer loyalty is not enough: A study of Pakistan's telecom sector
African Journal of …, 2011
Service industry is totally reliable upon customer satisfaction because its first stage is to catch the customers and the final achievement is the loyal customer; but this is not enough because there are many things that lie between customer satisfaction and customer loyalty. So this study focuses on it and the major element involved like trust. This research is an attempt to explore the customer's behavior that how much they become loyal when satisfied and also to look into the pros and cons of the telecom sector boom in Pakistan.