Antecedents of customer loyalty in mobile telecommunication companies in Cameroon

2021 ◽  
pp. 026666692110476
Author(s):  
Mary Magdaline Enow Mbi Tarkang ◽  
Ruth N Yunji ◽  
Simplice Asongu ◽  
Uju Violet Alola
Keyword(s):  
Service Quality ◽  
Customer Loyalty ◽  
Video Data ◽  
Telecommunication Networks ◽  
Marketing Theory ◽  
Mobile Telecommunication ◽  
Cross Sectional ◽  
Telecommunication Companies ◽  
Data Graphics ◽  
Mobile Telecom

The mobile telecommunication (telecom) sector has become the basic source of information nowadays, especially in Cameroon. It is used to transfer and deliver information through voice, video, data, graphics, and more at perpetually increasing speeds. The quality of mobile services does not only impact the attraction of new customers but also to maintain the existing ones. The study uses relationship marketing theory and a quantitative and cross-sectional method with 200 respondents. Information was obtained from users of MTN and Orange mobile telecommunication networks. The analyses were done using SPSS version 20. Tangibility, reliability, and assurance dimensions of staff service quality showed a positive relationship with customer loyalty in mobile telecom companies in Cameroon. The findings also highlight the influence of service quality dimensions on customer loyalty in the mobile telecom companies of the country.

scholarly journals Customer satisfaction and customer loyalty in Vietnamese mobile telecommunication industry

2020 ◽  
Vol 5 (1) ◽  
Author(s):  
Trinh Kim Hoa ◽  
Luu Thi Bich Ngoc
Keyword(s):  
Customer Satisfaction ◽  
Service Quality ◽  
Customer Loyalty ◽  
Brand Image ◽  
Positive Impact ◽  
Telecommunication Industry ◽  
Mobile Telecommunication ◽  
Price Perception ◽  
The Impact ◽  
Mobile Telecom

This study was aimed at investigating three factors (service quality, brand image and price perception) and assessed the degree of the impact of each factor on customer satisfaction, especially the relationship between customer satisfaction and customer loyalty in Vietnamese mobile telecom sector where there have been the existence of the fierce competition, mature market and internationally integrated economy, ultimately struggling for market share and survival. The results indicated that each factor (service quality, brand image, price perception) has a positive impact on customer satisfaction at the different level as well as a significantly positive relationship between customer satisfaction and customer loyalty in mobile telecommunication industry in Vietnam. The results of this study are consistent with the findings and evidence in the extant literature. The study provides the important feedback from customers to mobile telecom suppliers. Research findings are expected to be marketing insights for Vietnamese mobile telecom managers so that they can develop the sound marketing strategies in today’s competitive and costly market.

scholarly journals An application of retailing service quality practices influencing customer loyalty toward retailers

2017 ◽  
Vol 35 (7) ◽  
pp. 842-857 ◽  
Author(s):  
Achchuthan Sivapalan ◽  
Charles Jebarajakirthy
Keyword(s):  
Service Quality ◽  
Customer Loyalty ◽  
Measurement Model ◽  
Cross Sectional ◽  
Content Type ◽  
Customer Base ◽  
Quality Practices ◽  
Personal Interaction ◽  
Loyal Customer ◽  
Favorable Evaluation

Purpose Enhancing retailing service quality (RSQ) serves as a basic strategy for gaining competitive advantage in the retailing industry and enables retailers to make a loyal customer base. The purpose of this paper is to propose and empirically investigate a comprehensive mechanism for enhancing customer loyalty to retail stores via service quality practices. This study suggests information on retailers can be the antecedent of the RSQ and its dimensions, thereby proposing a comprehensive mechanism for enhancing customer loyalty to retailers. Design/methodology/approach The data were collected using questionnaire surveys from 2,375 customers of three main supermarkets in Sri Lanka. After testing the measurement model, two structural models were run to test hypotheses. Findings The findings showed that the RSQ positively influenced customer loyalty. From all the RSQ dimensions, the store’s physical aspects, personal interaction and policy had a significant influence on customer loyalty. The findings also demonstrated that information on retailers contributes to enhancing a customer’s favorable evaluation of the supermarket’s physical aspects, personal interaction and retailing policy. Research limitations/implications This study was conducted with supermarket customers in one country using the cross-sectional data. Hence, the model should be replicated among retail customers in other countries with the longitudinal data. Practical implications Practically, this study recommends to retailers which dimensions of service quality they need to focus to enhance customer loyalty to their business. The study furthermore recommends certain dimensions that need to be emphasized while retailers design their promotional and communication programs. Originality/value Information on retailers has been suggested as an antecedent for enhancing supermarkets’ service quality practices. Thus, this study proposes a comprehensive mechanism for enhancing customer loyalty to retailers via service quality practices.

scholarly journals Effect of Service Quality and Price Perception on Corporate Image, Customer Satisfaction and Customer Loyalty among Mobile Telecommunication Services Provider

2017 ◽  
Author(s):  
Bambang Hermawan ◽  
Salim Basalamah ◽  
Asdar Djamereng ◽  
Annas Plyriadi
Keyword(s):  
Customer Satisfaction ◽  
Service Quality ◽  
Customer Loyalty ◽  
Structural Equation ◽  
Corporate Image ◽  
Mobile Telecommunication ◽  
Mobile Telecommunications ◽  
Price Perception ◽  
Insignificant Effect ◽  
Telecommunications Services

This study aimed to analyze the effect of service quality and price to corporate, customer satisfaction and customer loyalty of mobile telecommunications services in the city of Makassar. Research conducted on customers of mobile telecommunications services by setting a sample of 225 respondents. Data were analyzed using Structural Equation Model (SEM) through Analysis of Moment Structures (AMOS) Ver. 21. The results showed that the quality of the service directly positive and significant effect on corporate image and customer satisfaction. Service quality has a positive and insignificant effect on customer loyalty. Price perception has a positive and significant effect on corporate image, customer satisfaction and customer loyalty. Corporate image has a positive and significant effect on customer satisfaction. Corporate image has a positive and insignificant effect on customer loyalty.

Mediators of the relationship between service quality and customer loyalty

2017 ◽  
Vol 35 (3) ◽  
pp. 540-556 ◽  
Author(s):  
Charles Makanyeza ◽  
Lovemore Chikazhe
Keyword(s):  
Service Quality ◽  
Customer Loyalty ◽  
Structural Equation ◽  
Corporate Image ◽  
Bank Failures ◽  
Cross Sectional Survey ◽  
Cross Sectional ◽  
Content Type ◽  
Positive Direct ◽  
The Relationship

Purpose There is a dearth of studies that have investigated mediators of the effect of service quality on customer loyalty under the conditions prevailing in Zimbabwe; where bank customers’ confidence in the banking system has been dented by bank failures. Therefore, the purpose of this paper is to investigate the mediators of the effect of service quality on loyalty among bank customers in Zimbabwe. Design/methodology/approach A cross-sectional survey of 310 bank customers was conducted in Chinhoyi, Zimbabwe. A questionnaire with Likert type questions was used to collect data. Customers were randomly intercepted as they walked out of five major banks. Structural equation modelling was used to test the proposed relationships. Findings The study found that service quality, satisfaction and corporate image all have positive direct effects on loyalty. It was also found that satisfaction and corporate image all mediate the effect of service quality on loyalty. Research limitations/implications The study was conducted in Chinhoyi, one of the emerging towns in Zimbabwe. There is a need to conduct more similar studies in other parts of the world in future in order to have a better understanding of this subject. Practical implications Banks are advised to address issues to do with service quality, customer satisfaction and corporate image when designing marketing programmes intended to increase customer loyalty. Originality/value Studies that have investigated mediators of the relationship between service quality and customer loyalty in banking environments such as in Zimbabwe are scarce. This study was conducted to address this knowledge gap. Relationships among customer loyalty and its antecedents are not likely to change due to conditions prevailing in a particular banking environment.

scholarly journals Company brand and customer loyalty under stakeholder management: A study of telecommunication companies in Jordan

2019 ◽  
Vol 16 (4) ◽  
pp. 45-55
Author(s):  
Nafez Nimer Ali ◽  
Mahmoud Allan ◽  
Maha Roshdi Baker
Keyword(s):  
Service Quality ◽  
Customer Loyalty ◽  
Analytical Approach ◽  
Brand Image ◽  
Stakeholder Management ◽  
Related Factors ◽  
Convenience Sample ◽  
Telecommunication Companies ◽  
The Impact ◽  
Telecommunications Companies

The present study aimed to identify the impact of brand-related factors (brand image, credibility, accessibility and service quality) on customer loyalty in Jordanian telecommunication companies (i.e. Zain, Orange and Umniah). The present study adopts a descriptive analytical approach. The population of the present study consists from all the customers of Jordanian telecommunications companies. A convenience sample of 500 customers in Amman was selected. A questionnaire is used to collect data, 385 questionnaire forms were retrieved. It is concluded that brand image, credibility, accessibility, and service quality have a statistically significant impact on customer loyalty to the Jordanian telecommunication companies. Also, it is concluded that respondents are highly aware about the significance of the examined brand-related factors. In addition, it is concluded that brand image has a weak significant impact on customer loyalty to the Jordanian telecommunication companies

scholarly journals Porter’s Competitive Strategies Influence on Performance of Mobile Telecommunication Companies in Kenya

2019 ◽  
Vol 7 (02) ◽  
Author(s):  
Asena Muganda David
Keyword(s):  
Secondary Data ◽  
Mobile Telecommunication ◽  
Competitive Strategies ◽  
Cross Sectional Survey ◽  
Cross Sectional ◽  
Cost Leadership ◽  
Telecommunication Companies ◽  
Market Focus ◽  
Focus Strategies ◽  
The Relationship

Abstract: The purpose of the study was to establish the relationship between Porter’s competitive strategies and performance of mobile telecommunication companies in Kenya. More specifically the study sought to determine the influence of cost leadership, differentiation and market focus strategies on performance of mobile telecommunication companies in Kenya. The target population of the study comprised of 241 management staff drawn from; Safaricom PLC, Airtel, Telkom and Equitel mobile telecommunication companies in Kenya. A sample of 117 respondents was selected purposively for the study. The study adopted a mixed method of explanatory and cross sectional survey research design approach. The research utilized both primary and secondary data. The data obtained was summarized using descriptive and inferential statistics. Pearson’s correlation was used to determine the relationship between the variables, and multiple regression to determine the influence of Porter’s competitive strategies on performance of mobile telecommunication companies. The study concluded that Porter’s competitive strategies; cost leadership, differentiation and market focus strategies adopted by the telecommunication companies had a positive significant influence on their performance in terms of sales and market share in customer’s subscription. The study recommended that mobile telecommunication companies in Kenya should embrace Porter’s competitive strategies more to continue achieving competitive advantage and enhance their performance.

Service quality, satisfaction, trust, and loyalty: the moderating role of main-bank and wealth status

2019 ◽  
Vol 37 (1) ◽  
pp. 278-302 ◽  
Author(s):  
Karin Boonlertvanich
Keyword(s):  
Service Quality ◽  
Customer Loyalty ◽  
Structural Equation ◽  
Retail Banking ◽  
Equation Modeling ◽  
Wealth Status ◽  
Cross Sectional ◽  
Content Type ◽  
Behavioral Loyalty ◽  
Main Bank

PurposeThe purpose of this paper is to develop a comprehensive model representing the relationships among service quality, customer satisfaction, trust and loyalty in a retail banking service. Because many banks now emphasize acquiring more high-wealth and main-bank customers, this study also focuses on investigating the moderating roles of main-bank and wealth status on such relationships.Design/methodology/approachThis study applies a hierarchical model to measure service quality in line with recent advances in the general-marketing and consumer-behavior literature. A total of 400 valid samples were obtained from customers of a large commercial bank in Thailand. Data were analyzed using partial least squares structural equation modeling and multigroup analysis.FindingsCustomer-perceived service quality directly and indirectly affects, via satisfaction and trust, attitudinal and behavioral loyalty. Service quality affects customer loyalty less if the customer holds main-bank status. It affects behavioral loyalty less for high-wealth customers than regular customers; however, its impacts on attitudinal loyalty are identical. Main-bank and wealth status have a co-moderating impact on the relationship between service quality and customer loyalty.Research limitations/implicationsThis study was conducted on a cross-sectional basis; further, longitudinal analysis could help to assess causality and time-dependent effects among variables.Practical implicationsThe present study reconceptualizes the loyalty model, forging a deeper understanding of the moderating effects of main-bank and wealth status and thus helping banks to formulate better strategies to win customer loyalty.Originality/valueThis study aims to contribute to further discussions regarding the direct and indirect effects of service quality on loyalty to help banks formulate effective strategies for acquiring main-bank and high-wealth customers.

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