Satisfaction as a Determinant of Customer Loyalty Towards Mobile Communication (original) (raw)

2014, Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis

Modern business, characterized by growing user expectations and intense competitive relationships requires companies to survey customer satisfaction in a continuous manner. Customer satisfaction increases loyalty, fosters repurchase intention, enhances positive reaction and reduces the number of complaints. Customer satisfaction survey on regular basis is one of the prerequisites for creating adequate offer that meets customers’ expectations and ensures their long-term loyalty. Namely, loyalty as a long-term preference for the company’s products and services assumes customer who is willing and able to maintain interact with the brand offered by the company. Essentially, brand loyalty implies that the customer, based on the information and his beliefs, prefers the brand that is superior to the others. The main objective of this paper is to examine the level of customer satisfaction with specific aspects of services provided by mobile operators in the Montenegrin mobile communications...

Sign up for access to the world's latest research.

checkGet notified about relevant papers

checkSave papers to use in your research

checkJoin the discussion with peers

checkTrack your impact