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Determinants of customer loyalty in Pakistan's Telecom sector: An exmination of differences between stayers and switchers

Customer loyalty has gained foremost attention among the practitioners and the academic researchers because of its proximity to organizational growth, profit and survival. Based on existing literature, this study has highlighted a few critical issues related to the telecommunication sector in Pakist...

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Main Author: Yaqub, Rana Muhammad Shahid
Format: Thesis
Language:English
English
Published: 2018
Subjects:
HF5415.33 Consumer Behavior.
Online Access:https://etd.uum.edu.my/7794/1/s901475_01.pdf
https://etd.uum.edu.my/7794/2/s901475_02.pdf
https://etd.uum.edu.my/7794/
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spelling my.uum.etd.77942021-08-11T08:15:52Z https://etd.uum.edu.my/7794/ Determinants of customer loyalty in Pakistan's Telecom sector: An exmination of differences between stayers and switchers Yaqub, Rana Muhammad Shahid HF5415.33 Consumer Behavior. Customer loyalty has gained foremost attention among the practitioners and the academic researchers because of its proximity to organizational growth, profit and survival. Based on existing literature, this study has highlighted a few critical issues related to the telecommunication sector in Pakistan such as the decline in subscriber growth, decrease in average revenue, and the increasing trend of users switching among the telecom operators. The objective of the present study was to analyze the impact of perceived service quality, price fairness, justice to service and relational bonds on customer loyalty with the mediating role of customer satisfaction and the moderating role of corporate image. This study also investigated the perceptions of stayer- and switcher- users on the determinants of customer loyalty. The framework of the present study was based on the Oliver Four Stage Model, the Expectancy Confirmation Model and the Principles of Reciprocity. Data for the current study was collected from 539 prepaid subscribers based in four major capital cities of Pakistan through questionnaires by adopting the proportionate stratified random sampling. The collected data was analyzed by using SPSS version 23 and the Smart PLS Structure Equation Modeling (PLS-SEM). The findings of the study revealed that perceived service quality and customer satisfaction are the main driving forces to customer loyalty. Moreover, customer satisfaction successfully mediates perceived service quality, price fairness, justice to service recovery and relational bonds. However, corporate image does not moderate the relationship between customer satisfaction and customer loyalty. Meanwhile, perceived service quality and relational bonds to loyalty relationship are important to the stayer- users, while price fairness and justice to service recovery are important to switchers. The present study has also suggested some theoretical and practical contributions. 2018 Thesis NonPeerReviewed text en https://etd.uum.edu.my/7794/1/s901475_01.pdf text en https://etd.uum.edu.my/7794/2/s901475_02.pdf Yaqub, Rana Muhammad Shahid (2018) Determinants of customer loyalty in Pakistan's Telecom sector: An exmination of differences between stayers and switchers. PhD. thesis, Universiti Utara Malaysia.
institution Universiti Utara Malaysia
building UUM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Utara Malaysia
content_source UUM Electronic Theses
url_provider http://etd.uum.edu.my/
language English
English
topic HF5415.33 Consumer Behavior.
spellingShingle HF5415.33 Consumer Behavior.
Yaqub, Rana Muhammad Shahid
Determinants of customer loyalty in Pakistan's Telecom sector: An exmination of differences between stayers and switchers
description Customer loyalty has gained foremost attention among the practitioners and the academic researchers because of its proximity to organizational growth, profit and survival. Based on existing literature, this study has highlighted a few critical issues related to the telecommunication sector in Pakistan such as the decline in subscriber growth, decrease in average revenue, and the increasing trend of users switching among the telecom operators. The objective of the present study was to analyze the impact of perceived service quality, price fairness, justice to service and relational bonds on customer loyalty with the mediating role of customer satisfaction and the moderating role of corporate image. This study also investigated the perceptions of stayer- and switcher- users on the determinants of customer loyalty. The framework of the present study was based on the Oliver Four Stage Model, the Expectancy Confirmation Model and the Principles of Reciprocity. Data for the current study was collected from 539 prepaid subscribers based in four major capital cities of Pakistan through questionnaires by adopting the proportionate stratified random sampling. The collected data was analyzed by using SPSS version 23 and the Smart PLS Structure Equation Modeling (PLS-SEM). The findings of the study revealed that perceived service quality and customer satisfaction are the main driving forces to customer loyalty. Moreover, customer satisfaction successfully mediates perceived service quality, price fairness, justice to service recovery and relational bonds. However, corporate image does not moderate the relationship between customer satisfaction and customer loyalty. Meanwhile, perceived service quality and relational bonds to loyalty relationship are important to the stayer- users, while price fairness and justice to service recovery are important to switchers. The present study has also suggested some theoretical and practical contributions.
format Thesis
author Yaqub, Rana Muhammad Shahid
author_facet Yaqub, Rana Muhammad Shahid
author_sort Yaqub, Rana Muhammad Shahid
title Determinants of customer loyalty in Pakistan's Telecom sector: An exmination of differences between stayers and switchers
title_short Determinants of customer loyalty in Pakistan's Telecom sector: An exmination of differences between stayers and switchers
title_full Determinants of customer loyalty in Pakistan's Telecom sector: An exmination of differences between stayers and switchers
title_fullStr Determinants of customer loyalty in Pakistan's Telecom sector: An exmination of differences between stayers and switchers
title_full_unstemmed Determinants of customer loyalty in Pakistan's Telecom sector: An exmination of differences between stayers and switchers
title_sort determinants of customer loyalty in pakistan's telecom sector: an exmination of differences between stayers and switchers
publishDate 2018
url https://etd.uum.edu.my/7794/1/s901475_01.pdf
https://etd.uum.edu.my/7794/2/s901475_02.pdf
https://etd.uum.edu.my/7794/
_version_ 1709670587318665216
score 13.211869

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