Customer Loyalty in Telecom Sector of Pakistan

Amna Nasir, Hamna Mushtaq, Muhammad Rizwan

Abstract


This study examines major influences on customer loyalty in a research framework where customer loyalty is the dependent variable and customer satisfaction, perceived price, service quality and trust are all independent variables. The research also tests the hypothesis that there exists a moderating relationship between service quality and customer satisfaction. The study employs various statistical techniques, including reliability, factor and regression analysis. The epistemology of research was primarily qualitative and involved 170 citizens ofPakistanthrough a questionnaire led survey and factor analysis was further applied to confirm the results. This study acknowledges service quality positively affecting customer satisfaction with perceived price acting as a moderating variable. In addition to that service quality also has a significant positive influence on trust. Customer satisfaction is a strong variable effecting customer loyalty and trust positively. Therefore it could be postulated that customers with high rated perception of service quality and satisfaction also generally exhibit repurchase intent and strong loyalty towards the products. Furthermore, the study also adds up that the moderating variables positively influence the relationship. Increase in the customer’s perception on the reasonableness of price also tends to increase the impact of service quality on customer satisfaction. 


Full Text:

PDF


DOI: https://doi.org/10.5296/jsr.v5i1.6575

Copyright (c) 2014 Amna Nasir, Hamna Mushtaq, Muhammad Rizwan

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

Journal of Sociological Research ISSN 1948-5468

Email: jsr@macrothink.org

Copyright © Macrothink Institute 


To make sure that you can receive messages from us, please add the 'macrothink.org' domain to your e-mail 'safe list'. If you do not receive e-mail in your 'inbox', check your 'bulk mail' or 'junk mail' folders.