What determines customers' loyalty towards telecommunication service? Mediating roles of satisfaction and trust

Hiram Ting, Kim-Lim Tan, Xin-Jean Lim, Jun-Hwa Cheah, Qian-Hui Ting and Hui-Bun Ting

International Journal of Services, Economics and Management, 2020, vol. 11, issue 3, 234-255

Abstract: The purpose of this study is to: 1) examine the effects of corporate image, pricing, service quality and network quality on customer loyalty in the Malaysian mobile telecommunications sector; 2) to determine the mediating effects of customer satisfaction and trust. The study's hypotheses were tested using partial least squares structural equation modelling (PLS-SEM). In total, 388 respondents participated in this study. Our findings revealed that network quality and corporate image exert a positive effect on customers' satisfaction and trust which in turn influence customers' loyalty. In addition, the mediation results showed that both trust and satisfaction mediate the relationship between network quality and loyalty as well as between corporate image and loyalty. Thus, it is recommended that telecommunications service providers in Malaysia should further improve on their network coverage and corporate image to effectively address the needs of their customer base and ultimately retain its loyalty.

Keywords: loyalty; trust; telecommunications; satisfaction; S-O-R model; Malaysia. (search for similar items in EconPapers)
Date: 2020
References: Add references at CitEc
Citations: View citations in EconPapers (2)

Downloads: (external link)
http://www.inderscience.com/link.php?id=111179 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ids:injsem:v:11:y:2020:i:3:p:234-255

Access Statistics for this article

More articles in International Journal of Services, Economics and Management from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().