TITLE

ANTECEDENTS OF CUSTOMER LOYALTY IN THE MOBILE TELECOMMUNICATION SECTOR IN KENYA

AUTHOR(S)
Daniel, Tarus K.; Nicholas, Rabach; Ronald, Bonuke N.
PUB. DATE
July 2012
SOURCE
International Journal of Research in Computer Application & Mana;Jul2012, Vol. 2 Issue 7, p9
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
Past studies have not sufficiently explained why some customers remain loyal to a product or service provider and/ or why others switch. This study follows a composite customer loyalty approach providing both behavioral aspects (purchase intentions) and attitudinal loyalty in order to explain the concept of customer loyalty. We therefore analyze the antecedents of customer loyalty in Kenya's mobile telecommunication sector using 140 usable respondents. It was found that service value, service quality, and social pressure were significant predictors of customer loyalty, while company image, and customer satisfaction were not significant. We recommend that in order to have loyal customer base, mobile telecommunication service companies should place more emphasis on the value offered to customers. They should also pay attention to the needs of the social units like family, friends and colleagues which have been shown to have a significant impact on the loyalty of individual consumers.
ACCESSION #
77981161

 

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