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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
Article
Author(s)
A. Kungumapriya, K. Malarmathi
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DOI:10.17265/1537-1506/2018.06.003
Affiliation(s)
Bharathiar University, Coimbatore, India
ABSTRACT
Global mobile communication
is one of the most dynamic and important service markets. 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 vital to the
mobile communications market. This paper aims to investigate the role of
service quality, trust, and perceived value on calculative commitment and
loyalty intention in the customers of 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 the trust
and identifying the role of trust in
forming customer loyalty. As many as 125 users of mobile phone users—house wife were
surveyed in Coimbatore, Tamil Nadu, India. The data are analyzed by path analysis. This study shows that
service quality has a direct and positive effect on trust, trust has a direct
and positive effect on calculative commitment, calculative commitment has a
direct and positive effect on loyalty, and direct and positive relationship between
perceived value and calculative commitment, perceived value, and loyalty are also confirmed. 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.
KEYWORDS
calculative commitment, customer loyalty, loyalty intention, perceived value, service quality and trust
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