An empirical investigation on factors influencing the adoption of mobile phone call centre services: an integrated model (original) (raw)
Related papers
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.
Factors That Affect Brand Loyalty: A Study of Mobile Phone Industry of Pakistan
2017
Building brand loyalty is very important and very crucial to maintain it. Making brand loyalty is becoming an important element to gain long-term profitability and competitive advantage. The objective of this study was to determine the key element and their contribution towards making brand loyalty so the study shows a significant and positive relationship between brand loyalty and the subjected variables including brand image, customer satisfaction, trust, and promotion. This quantitative research was done with a sample size of 406 specifically mobile phone users and questionnaire was the tool to collect data which was distributed among mobile phone users all over Pakistan and analyzed through SPSS. The results found and after evaluation, it concludes that the brand image has the highest contribution toward dependent variable that is brand loyalty on the other hand correlation between trust and customer satisfaction was found intensively with the highest level among all variables a...
Effect on Brand Loyalty in Mobile Phone Purchasing (A Case Study In Bahawalpur, Pakistan)
Journal of Public Administration and Governance
Brands are the key to sales increase in consumer markets. They make a relationship between the consumers and the company. Brand loyalty is a consumer’s preference to purchase a particular product or service at first or repeatedly in a competitive market. The general purpose of this study is to investigate the factors leading to brand loyalty in service sector. Specifically, we are concerned to observe the factors affecting brand loyalty in mobile phone purchasing in Bahawalpur, Pakistan. The sample size of 150 is taken through convenient sampling method. The survey method is used to collect the data from the respondents through self-administered questionnaire. The regression analysis approved the significant positive relationship of the proposed factors with brand loyalty.
Determinants of Customer Loyalty in the Mobile Telecommunications Sector
Sri Lanka Journal of Management Studies, 2021
Mobile telecommunications as an intensely competitive industry in the contemporary marketing context has expanded as a high-velocity service throughout the world. The purpose of the study is to recognise major determinants which affect customer loyalty in the context of the mobile telecommunications industry and examine the degree of the impact of the determinants on customer loyalty. The mobile phone subscribers were selected as the unit of analysis of the study. A structured questionnaire was administered to a sample of 755 mobile phone subscribers. The Structural Equation Modelling technique was adopted to test the hypotheses where the effect of loyalty determinants on customer loyalty was tested. The five determinants considered in the study, namely customer satisfaction, perceived value, corporate image, loyalty programmes, and switching costs, have statistically significant positive impact on customer loyalty and the results reveal that customer satisfaction has the highest significant impact on customer loyalty in the context of mobile telecommunications industry.
A STUDY -WHAT DETERMINES CUSTOMER LOYALTY AMONG KUALA LUMPUR'S MOBILE TELECOMMUNICATIONS COMPANIES
International Journal of Science Academic Research, 2023
The research team behind this project hopes to draw conclusions about how improving customer service can help boost loyalty among Malaysian mobile phone users. The influx of new companies into the market has increased competition by lowering entry barriers and raising standards across the board, including pricing, advertising, and network performance. A total of 80 respondents took part in the survey. Responsiveness and Brand Image are found to have a positive relationship on Customer Loyalty, out of the five variables tested (Service Quality, Pricing, Switching Cost, and Brand Image). Since the scope of this investigation is limited to the greater Kuala Lumpur area, there are caveats to be found in the results. Due to the relatively small size of the study's sample, its results cannot be extrapolated to the entire population of hand phone users in Malaysia. Ultimately, businesses in the service industry need to comprehend the connection between contented clients and continued business. Service providers will face a significant challenge in developing a strategy that encourages customer retention while also attracting new business.
The aim of this paper is to assess the factors that have played significant role to select telecommunication service providers. A survey instruments were employed on Malaysian mobile phone operator's consumers' included by demographic background, price, service quality, service availability and promotion. Data were collected from the consumers' of three mobile phone operator's from major cities in Malaysia. To determine the factors and examining their relationship of those factors towards the consumer's perception in selecting an operator's services. This research has applied exploratory factor analysis, confirmatory factor analysis and structural equation modeling for testing hypotheses. From the result it is revealed price or call rate is the most important factor followed by service quality, service availability and promotion. It is hoped that the findings of this study will assist the mobile phone industry of Malaysia in what they can produce in their services and how they want to promote their services as well. The findings of this study also assist mobile phone operator's managers to invest their resources more efficiently, making changes to crucial quality attributes that elicit the consumer's satisfaction level. However, the findings of this study may provide needed feedback and contribute to the improvement of players' strategy and their marketing program. The study only included information of limited variables and from few cities in Malaysia with limited sample size. However, further research should be considered to gather more information regarding the brand image, corporate image, and customers' satisfaction dimensions in context of the Malaysian mobile phone operators with larger sample.
2015
Brands are accepted as one of the most valuable assets that a firm needs to build. To maintain a competitive advantage, the strategy of the creation and maintenance of brand loyalty plays a vital role. The main aim of this study is to examine the theoretical and empirical evidence on the causal relationships among different factors i.e., brand personality, image, experience, satisfaction, trust and commitment that have direct and indirect effects in the creation of brand loyalty. This study also aims to investigate the relationship between brand personality and brand image constructs that influence brand loyalty independently. Based on the objectives of the study, sixteen hypotheses were developed to test the relationships among brand loyalty determinants. The study was conducted using survey questionnaire and the data were collected from 490 mobile phone users in Malaysia. Structural Equation Modeling (SEM) using Partial Least Squares (PLS) method was applied to test the relationsh...
2015
This research aims to evaluate the effect of the variables; namely, price, service quality, brand image and trends on customer loyalty of service providers of mobile phones in Saudi Arabia. A questionnaire was developed and distributed to a convenient sample throughout the major cities of Saudi Arabia. A total of 775 were returned representing a response rate of 89.6%. The study showed that the majority of respondents had prescribed to more than one service provider at the same time. Additionally, it was revealed that all the variables tested; price, service quality, brand image and trends, had a direct effect on customer loyalty of service provider. Results obtained from this research will offer necessary feedback for improving a company’s strategy, marketing mix, services, and product offerings, thereby, achieve customer satisfaction and improve their customer loyalty while attracting new ones.
Malaysian e commerce journal, 2023
The purpose of this study is to understand the effect between customer satisfaction and customer loyalty in the Malaysian mobile telecommunication services. This sector is highly competitive as new players are coming in, with aggressive price offering, high promotion, better network quality and great customer service. 80 Respondents participated in this study. Out of this five-variable test (Service Quality, Pricing, Switching Cost, and Brand Image) it is found that Responsiveness and Brand Image have a positive relationship on Customer Loyalty. The present study has its own limitation since this research is only conducted in the Kuala Lumpur area. Therefore, the finding of the study is unable to be generalizing for the whole population of hand phone users in Malaysia as the sample size is considered small. In conclusion service providers must be able to understand the effect between customer satisfaction and customer loyalty. It will be a great challenge for the service providers in preparing their strategic plan in maintaining customer loyalty, and at the same time expanding their customer base.
Determination of Brand Loyalty in Telecommunication Industry: a Literatur Review
International Journal of Engineering & Technology
This study focuses on the concept of "brand loyalty". The concept of brand loyalty is an important issue in the telecommunication industry and is one of the strategies in relationship marketing. This paper reevaluates the comprehensive determinants of brand loyalty, by testing the model proposed in previous research as a determinant of brand loyalty. The determinants of brand loyalty are service quality, customer satisfaction and brand trust. Several previous studies have addressed the relationship between service quality, customer satisfaction, and brand trust with brand loyalty and the study also presents various current research shortcomings and trends for future studies in the telecommunications industry.