The Impact of Service Quality, Perceived Value, Customer Satisfaction in Calculative Commitment and Customer Loyalty Chain in Indian Mobile Telephone Sector
Journal Title: IOSR journal of Business and Management - Year 2018, Vol 20, Issue 5
Abstract
All people are becoming busy and more professional than previous. The business world and general life is becoming more complex day by day. They need to share more information to each other because of globalization. Mobile phone has introduced a tremendous change in the Communication sector in all over the world. It has changed the communication structure also. People in various occupations and income levels are using mobile phone intensively for their occupational purpose and personal purpose as well. Mobile phone services contribute significantly to the growth and development of the country whether industrial or emerging economy where they operate. Customer loyalty is important for both the firm and the customer. As regards the firm, loyal customers are willing to make repeat purchases in the business that delivers value beyond their expectation. Loyal customers often will, over time bring substantial revenues and demand less attention from the firms they patronize. The determinants of customer loyalty such as service quality, perceived service value, customer satisfaction, customer trust and commitment. Several researchers suggest using a theoretical approach to develop a much deeper insight into key marketing constructs such as service quality, customer perceived value, customer satisfaction, perceived switching costs, corporate image, and customer loyalty is of vital to the mobile communications market. This paper aims to investigate the role of customer satisfaction in the mobile telephone network service providers (MTNSPs). To notify the meaningful factors for the calculative commitment and loyalty intention of the users in using mobile phones, this study focuses on the effect of service quality and perceived value in customer satisfaction and to identify the role of calculative commitment in forming customer loyalty. As many as 125 users of mobile phone users- working people were surveyed in Coimbatore city, TamilNadu, India. The data as analyzed by confirmatory factor analysis, AMOS and path analysis. This study shows that customer satisfaction, perceived value, service quality and calculative commitment has a positive and significant effect, calculative commitment has a positive effect on loyalty intention and loyalty intention has a positive effect on behavior loyalty and attitudinal loyalty. In terms of mobile telecommunication systems, it is found that the users may exhibit noticeable differences in using this service. This study provides important hints to strengthen the relationship between the network service providers and their customers.
Authors and Affiliations
A. Kungumapriya, K. Malarmathi
Keywords
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- EP ID EP411252
- DOI 10.9790/487X-2005067282.
- Views 136
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