Abstract
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 is 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 .the framework of the present study is based on
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). 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 between exogenous and
endogenous variables. The present study has also suggested some theoretical and
practical contributions
Rana Muhammad Shahid Yaqub, Fairol Halim, Arfan Shehzad. (2019) Effect of Service Quality, Price Fairness, Justice with Service Recovery and Relational Bonds on Customer Loyalty: Mediating Role of Customer Satisfaction, Pakistan Journal of Commerce and Social Sciences, Volume 13, Issue 1.
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