The Impact of Customer satisfaction and Switching Barriers on Customer Loyalty in Pakistani Mobile Telecommunication Services

Dr. Niaz Ahmed Bhutto, Sarwar M. Azhar, Irshad Hussain Sarki, Rafique Ahmed Khuhro, Imran Arshaad

Abstract


The successes of the firms depend on creating high customer loyalty by adopting appropriate strategies. In response, the industry is shifting its strategic focus away from attracting only new customers by offering competitive prices and packages, towards retaining existing customers through creating customer loyalty. This study aims to investigate the effects of customer satisfaction and switching barriers on customer loyalty. The data is collected by questionnaire based survey using simple convenient sampling technique and the target population includes all the current users of mobile telecommunication services. Multiple regression method is used to test the impact of customer satisfaction determinants and switching barrier on customer loyalty. The result shows that call quality and customer support have significance relationships with customer loyalty. A one way ANOVA test was also used gender differences among customer satisfaction and switching barriers in Pakistani mobile telecommunication services. Findings of the study may be useful for strategists and policy makers in telecom industry and the results can be generalized to the industries.



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DOI: http://dx.doi.org/10.5296/jmr.v4i4.1963

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