Determinants of customer loyalty in Pakistan's Telecom sector: An exmination of differences between stayers and switchers

Customer loyalty has gained foremost attention among the practitioners and the academic researchers because of its proximity to organizational growth, profit and survival. Based on existing literature, this study has highlighted a few critical issues related to the telecommunication sector in Pakist...

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Main Author:	Yaqub, Rana Muhammad Shahid
Format:	Thesis
Language:	eng eng
Published:	2018
Subjects:	HF5415.33 Consumer Behavior.
Online Access:	https://etd.uum.edu.my/7794/1/s901475_01.pdf https://etd.uum.edu.my/7794/2/s901475_02.pdf
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id	my-uum-etd.7794
record_format	uketd_dc
institution	Universiti Utara Malaysia
collection	UUM ETD
language	eng eng
advisor	Halim, Fairol
topic	HF5415.33 Consumer Behavior.
spellingShingle	HF5415.33 Consumer Behavior. Yaqub, Rana Muhammad Shahid Determinants of customer loyalty in Pakistan's Telecom sector: An exmination of differences between stayers and switchers
description	Customer loyalty has gained foremost attention among the practitioners and the academic researchers because of its proximity to organizational growth, profit and survival. Based on existing literature, this study has highlighted a few critical issues related to the telecommunication sector in Pakistan such as the decline in subscriber growth, decrease in average revenue, and the increasing trend of users switching among the telecom operators. The objective of the present study was to analyze the impact of perceived service quality, price fairness, justice to service and relational bonds on customer loyalty with the mediating role of customer satisfaction and the moderating role of corporate image. This study also investigated the perceptions of stayer- and switcher- users on the determinants of customer loyalty. The framework of the present study was based on the Oliver Four Stage Model, the Expectancy Confirmation Model and the Principles of Reciprocity. Data for the current study was collected from 539 prepaid subscribers based in four major capital cities of Pakistan through questionnaires by adopting the proportionate stratified random sampling. The collected data was analyzed by using SPSS version 23 and the Smart PLS Structure Equation Modeling (PLS-SEM). The findings of the study revealed that perceived service quality and customer satisfaction are the main driving forces to customer loyalty. Moreover, customer satisfaction successfully mediates perceived service quality, price fairness, justice to service recovery and relational bonds. However, corporate image does not moderate the relationship between customer satisfaction and customer loyalty. Meanwhile, perceived service quality and relational bonds to loyalty relationship are important to the stayer- users, while price fairness and justice to service recovery are important to switchers. The present study has also suggested some theoretical and practical contributions.
format	Thesis
qualification_name	Ph.D.
qualification_level	Doctorate
author	Yaqub, Rana Muhammad Shahid
author_facet	Yaqub, Rana Muhammad Shahid
author_sort	Yaqub, Rana Muhammad Shahid
title	Determinants of customer loyalty in Pakistan's Telecom sector: An exmination of differences between stayers and switchers
title_short	Determinants of customer loyalty in Pakistan's Telecom sector: An exmination of differences between stayers and switchers
title_full	Determinants of customer loyalty in Pakistan's Telecom sector: An exmination of differences between stayers and switchers
title_fullStr	Determinants of customer loyalty in Pakistan's Telecom sector: An exmination of differences between stayers and switchers
title_full_unstemmed	Determinants of customer loyalty in Pakistan's Telecom sector: An exmination of differences between stayers and switchers
title_sort	determinants of customer loyalty in pakistan's telecom sector: an exmination of differences between stayers and switchers
granting_institution	Universiti Utara Malaysia
granting_department	Othman Yeop Abdullah Graduate School of Business
publishDate	2018
url	https://etd.uum.edu.my/7794/1/s901475_01.pdf https://etd.uum.edu.my/7794/2/s901475_02.pdf
_version_	1747828265655992320
spelling	my-uum-etd.77942021-08-11T08:15:52Z Determinants of customer loyalty in Pakistan's Telecom sector: An exmination of differences between stayers and switchers 2018 Yaqub, Rana Muhammad Shahid Halim, Fairol Othman Yeop Abdullah Graduate School of Business Othman Yeop Abdullah Graduate School of Business HF5415.33 Consumer Behavior. Customer loyalty has gained foremost attention among the practitioners and the academic researchers because of its proximity to organizational growth, profit and survival. Based on existing literature, this study has highlighted a few critical issues related to the telecommunication sector in Pakistan such as the decline in subscriber growth, decrease in average revenue, and the increasing trend of users switching among the telecom operators. The objective of the present study was to analyze the impact of perceived service quality, price fairness, justice to service and relational bonds on customer loyalty with the mediating role of customer satisfaction and the moderating role of corporate image. This study also investigated the perceptions of stayer- and switcher- users on the determinants of customer loyalty. The framework of the present study was based on the Oliver Four Stage Model, the Expectancy Confirmation Model and the Principles of Reciprocity. Data for the current study was collected from 539 prepaid subscribers based in four major capital cities of Pakistan through questionnaires by adopting the proportionate stratified random sampling. The collected data was analyzed by using SPSS version 23 and the Smart PLS Structure Equation Modeling (PLS-SEM). The findings of the study revealed that perceived service quality and customer satisfaction are the main driving forces to customer loyalty. 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