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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| Format: | Article |
| Language: | English |
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Zaporizhzhia National University
2024-06-01
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| Series: | Менеджмент та підприємництво: тренди розвитку |
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| Online Access: | https://management-journal.org.ua/index.php/journal/article/view/508/271 |
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| _version_ | 1849426351901114368 |
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| author | Taleb Meriem Sidi Mohammed Benachenhou |
| author_facet | Taleb Meriem Sidi Mohammed Benachenhou |
| author_sort | Taleb Meriem |
| collection | DOAJ |
| description | 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. |
| format | Article |
| id | doaj-art-7a4d4aa5e04f4500bb3ec62712ce81aa |
| institution | Kabale University |
| issn | 2522-1566 |
| language | English |
| publishDate | 2024-06-01 |
| publisher | Zaporizhzhia National University |
| record_format | Article |
| series | Менеджмент та підприємництво: тренди розвитку |
| spelling | doaj-art-7a4d4aa5e04f4500bb3ec62712ce81aa2025-08-20T03:29:27ZengZaporizhzhia National UniversityМенеджмент та підприємництво: тренди розвитку2522-15662024-06-01228869910.26661/2522-1566/2024-2/28-07Antecedents of customers brand loyalty: an empirical study in telecommunications service market in AlgeriaTaleb Meriem0https://orcid.org/0009-0002-0772-2199Sidi Mohammed Benachenhou1https://orcid.org/0000-0002-4079-973XMECAS laboratory, University of Tlemcen, AlgeriaMECAS laboratory, University of Tlemcen, AlgeriaThe 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.https://management-journal.org.ua/index.php/journal/article/view/508/271brand loyalty; perceived quality; perceived value; satisfaction; trust; commitment; attachment and intention to change |
| spellingShingle | Taleb Meriem Sidi Mohammed Benachenhou Antecedents of customers brand loyalty: an empirical study in telecommunications service market in Algeria Менеджмент та підприємництво: тренди розвитку brand loyalty; perceived quality; perceived value; satisfaction; trust; commitment; attachment and intention to change |
| title | Antecedents of customers brand loyalty: an empirical study in telecommunications service market in Algeria |
| title_full | Antecedents of customers brand loyalty: an empirical study in telecommunications service market in Algeria |
| title_fullStr | Antecedents of customers brand loyalty: an empirical study in telecommunications service market in Algeria |
| title_full_unstemmed | Antecedents of customers brand loyalty: an empirical study in telecommunications service market in Algeria |
| title_short | Antecedents of customers brand loyalty: an empirical study in telecommunications service market in Algeria |
| title_sort | antecedents of customers brand loyalty an empirical study in telecommunications service market in algeria |
| topic | brand loyalty; perceived quality; perceived value; satisfaction; trust; commitment; attachment and intention to change |
| url | https://management-journal.org.ua/index.php/journal/article/view/508/271 |
| work_keys_str_mv | AT talebmeriem antecedentsofcustomersbrandloyaltyanempiricalstudyintelecommunicationsservicemarketinalgeria AT sidimohammedbenachenhou antecedentsofcustomersbrandloyaltyanempiricalstudyintelecommunicationsservicemarketinalgeria |