Determinants of Customer Loyalty Toward Internet Service Providers in Albania

Alma Braimllari (Spaho) and Sauda Nerjaku ()
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Alma Braimllari (Spaho): University of Tirana
Sauda Nerjaku: University of Tirana

Chapter Chapter 32 in Advances in Quantitative Economic Research, 2022, pp 465-475 from Springer

Abstract: Abstract The Internet has brought significant changes to individuals’ lifestyles and many aspects of society and also has an impact on economic development. Diffusion and usage of the Internet vary greatly according to the social and economic conditions of the country. During the last years, the number of subscribers of fixed broadband Internet access services has been increased for all main operators in Albania. The purpose of this study was to identify the determinants of customer loyalty to Internet service providers in Albania. The target population of this study consisted of individuals who have a fixed broadband Internet connection at their home. Data of 235 respondents were analyzed using logistic regression analysis. The results of binary logistic regression analysis indicated that network quality, price perception, and perceived value were statistically significant and positively related to customer loyalty, whereas the employment status of the respondent was statistically significant and negatively related to customer loyalty toward the Internet service provider. The findings of this study provide useful information for managers of Internet service providers to design the promotions strategies and to offer loyalty programs for building enduring loyalty with consumers.

Keywords: Fixed broadband Internet access; Network quality; Price perception; Perceived value; Logistic regression analysis (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-030-98179-2_32

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DOI: 10.1007/978-3-030-98179-2_32

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