Abstract:
Mobile telecommunications as an intensely competitive industry in the
contemporary marketing context has expanded as a high-velocity service
throughout the world. The purpose of the study is to recognise major
determinants which affect customer loyalty in the context of the mobile
telecommunications industry and examine the degree of the impact of the
determinants on customer loyalty. The mobile phone subscribers were selected as
the unit of analysis of the study. A structured questionnaire was administered to a
sample of 755 mobile phone subscribers. The Structural Equation Modelling
technique was adopted to test the hypotheses where the effect of loyalty
determinants on customer loyalty was tested. The five determinants considered in
the study, namely customer satisfaction, perceived value, corporate image, loyalty
programmes, and switching costs, have statistically significant positive impact on
customer loyalty and the results reveal that customer satisfaction has the highest
significant impact on customer loyalty in the context of mobile
telecommunications industry
