Antecedents of customers brand loyalty: an empirical study in telecommunications service market in Algeria
The aim of this paper is to revisit the concept of customer loyalty, without viewing the phenomenon as a purchase but as an exchange behavior. We shall present the seven commonly used relational variables that influence customers loyalty such as: perceived quality, perceived value, satisfaction, tru...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Zaporizhzhia National University
2024-06-01
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| Series: | Менеджмент та підприємництво: тренди розвитку |
| Subjects: | |
| Online Access: | https://management-journal.org.ua/index.php/journal/article/view/508/271 |
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| Summary: | The aim of this paper is to revisit the concept of customer loyalty, without viewing the phenomenon as a purchase but as an exchange behavior. We shall present the seven commonly used relational variables that influence customers loyalty such as: perceived quality, perceived value, satisfaction, trust, commitment, фttachment, and intention to change.
Design/Methodology: Based on the literature review, a conceptual framework was developed and examined through the analysis of the structural equation modeling on a sample of 978 customers in the telecommunication sector in Algeria.
Findings: Overall, the results show a mixed effect of the components on brand loyalty. Consequently, it appears that brand loyalty is positively influenced by perceived quality, perceived value, satisfaction, trust, commitment, and attachment to a brand, and negatively influenced by the intention to change.
Research limitations: In this study we focused on some antecedents of brand loyalty, therefore there are other factors such as: brand image and personality that are worth studying.
Practical implications: The implications included in our research contribute to the understanding of the antecedents that affect customer loyalty and customer response when making use of telecommunication services
Originality/value: So far, none of the studies offer an integrated view of all antecedents of brand loyalty. However, this paper builds on previous studies to develop a more comprehensive model of brand loyalty, incorporating both antecedents of brand loyalty. |
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| ISSN: | 2522-1566 |