The influence of customer experience on customer loyalty for the mobile telecommunication services

The term customer experience (CE) is used to describe an emerging trend where the sellers and buyers are connected through the past and current product and service experiences. Customer loyalty is an important tool for current and future businesses in telecommunication field. Customer loyalty can help to capture and develop future strategies. Moreover, the effect of customer satisfaction on customer loyalty is also very vital for the sustainability and stability of service provider survival in competitive markets. While customer loyalty and customer satisfaction have been examined widely in different research contexts, the issue of customer loyalty in the context of mobile telecommunication services currently represents a gap in the literature. Therefore, the objective of this study is to identify the influence of customer experience on customers’ loyalty in mobile telecommunication services. This research will gather survey data and applies structural equation modelling SEM to analyse the data. The findings will provide insights for mobile telecommunication service industries in developing strategies for improved implementation of mobile products and services as well as the design of marketing strategies along with improved business models

The Relationship Between Service Quality and Customer Satisfaction in the Telecommunication Industry: Evidence From Nigeria

This study investigates the relationship between service quality and customer satisfaction in the telecommunication industry with a focus on Mobile Telecommunication Network (MTN) Nigeria. A total of 230 respondents participated in the study. Research questions and objectives were set, alongside the hypotheses that were formulated and tested. Descriptive statistics comprising the simple percentage and tables were used for data presentation and analysis. Regression analysis and Pearson product moment correlation coefficient were employed in testing our hypotheses. The study reveals that service quality has effect on customer satisfaction and that there is a positive relationship between service quality and customer satisfaction. The researcher concluded by recommending that organisations should focus more attention on service quality, because of its effects on customer satisfaction. To ensure that customer satisfaction level is high, organisation must first of all know the expectations of the customers and how they can meet such expectations. Customer satisfaction helps in customer loyalty and retention. It has been discovered that it costs to attract new customer than to retain existing ones. It is also recommended that organisations should welcome suggestions from customers and more programmes should be designed to measure service quality and customer satisfaction.Customer, Service, Customer Satisfaction, Service Quality, Customer Loyalty.

Determinants of Customer Loyalty Towards Prepaid Mobile Cellular Services in Malaysia

This research focuses on the determinant factors of customer loyalty of the prepaid segment in the telecommunication industry. Customer is important in the telecommunication industry especially in the prepaid segment where there is no contractual relationship between customer and service provider. This study examines the relationships between customer satisfaction, service quality, perceived value and trust with customer loyalty. This research also examines the role of customer satisfaction as a mediator factor and switching cost as a moderator factor towards customer loyalty. The consideration of putting both mediator and moderator factors in this research allows a more precise descriptions on the relationship between all the variables mentioned and the outcome of the research. Hypothesized relationships are tested using survey responses from a sample of 398 respondents. The study sample was the students studying in Malaysian Universities. Results revealed a positive relationship between customer support service, service reliability, emotional value and trust with customer loyalty. Apart from that, customer satisfaction mediates the relationship between various determinant factors and customer loyalty. Switching cost does not moderate the relationship between customer satisfaction and customer loyalty. The results reported in this research are useful to both industry and academics in Malaysia, by providing relevant empirical data about customer loyalty in the telecommunication Industry. Results are compared with earlier findings and implications for future research are discussed. The results should be able to recommend the strategy in customer loyalty especially in the prepaid mobile services. This study could also be of interest to other on-line services firm, which shares the same characteristics with mobile phone service provider

Determinants of loyalty and the effect of switching cost towards mobile telecommunication service providers in Malaysia

Customer loyalty has been a highly sought after topic among academicians and industry practitioners to enable growth and competitiveness enhancement. This research investigated the challenges plaguing the mobile telecommunication industry, namely fluctuating revenue despite growth in the number of users, sliding average revenue per user (ARPU) and reduced repeat purchase, in addition to scarcity in analysing switching cost’s mediating effect. These impose serious concerns that link to dwindling customer loyalty. This research also compared the preferences of postpaid and prepaid users pertaining to satisfaction, trust, service quality and switching cost towards customer loyalty. This study utilized a quantitative approach where the stratified systematic random sampling was employed and data was collected in the Klang Valley over a time frame of 105 days. The instrument used was a self-administered questionnaire whereas structural equation modelling (SEM) was exercised for statistical analysis. The findings revealed that service quality and switching costs were the driving forces of loyalty while service quality, too, advocates switching cost. Moreover, service quality and loyalty were found to be the only constructs mediated by switching cost. Satisfaction and trust were however, found not to predict loyalty and switching cost. In fact, there were no mediating effects of switching cost on satisfaction and loyalty relationship, similar to trust and loyalty relationship. Meanwhile, service quality and loyalty relationship were found to be important among postpaid users, contrary to prepaid users. The overall findings affirmed service quality as the key component of customer loyalty and switching cost; likewise they clarified that loyalty does not need to transpire in a continuum manner. These outcomes are immensely valuable to practitioners for strategizing and executing tailormade plans while enhancing knowledge pertaining to switching cost and customer loyalt

Factors influencing customer loyalty in mobile telecommunications products and services in Australia

Consumer loyalty is considered a critical determinant of repetitive mobile telecommunications business. The Australian telecommunications sector has strong competition among numerous mobile telecommunications service providers because of low switching costs for customers and product price value competitiveness, which lead to high customer switching rates. This situation has led mobile telecommunications companies to recognise that maintaining customer loyalty plays an important role in retaining customers and enhancing business revenue. Customer retention is not an easy task for service providers because of the furious price and marketing competition among the telecommunications market leaders. Thus, customer loyalty is vital for mobile telecommunications service providers both from a financial perspective and mobile service angle. As such, it is necessary for service providers to constantly track the factor of customer loyalty through customer feedback, surveys, reports, research studies and marketing business analysis. The mobile telecommunications sector in Australia is expected to grow in the coming years because of continuous technology evolution. Therefore, it is important for mobile businesses and other retail stakeholders to gain insights into the factors influencing consumer loyalty. Thus, the aim of this research was to explore the factors influencing customer loyalty in the context of mobile telecommunications products and services. The research classified the key prototypes and antecedents of customer loyalty, and gained insights regarding the nature of their relationships with consumer loyalty in the presence of moderators (e.g., age, gender and experience). There is no single framework in previous studies which has demonstrated a comprehensive framework for investigation of the factors impacting customer loyalty in mobile telecommunication sector in Australia. The relationship between customer experience and customer loyalty has been investigated in this research. In previous studies more emphasis was on service quality and customer satisfaction. This study has included a new factor customer experience for further investigation. Moreover, the behavioural intention factor from unified theory of acceptance and use of technology (UTAUT2) model has been contexualised into customer loyalty for the investigation of these dependent and independent variables. The relationships between dependent variables such as facilitating conditions, performance expectancy, effort expectancy, social influence, price value, hedonic motivation, habit, customer satisfaction and customer experience, and dependent variable customer loyalty have been hypothesise in this study. The framework is underpinned by unified theory of acceptance and use of technology (UTAUT2) and marketing-mix theory. The research employed a positivist and quantitative approach. To collect research data, this study used a web-based survey distributed to Australian mobile phone customers, with the help of a marketing company, Research Now. The study sample consisted of Australian customers of mobile telecommunications products and services. In total, 384 responses were received, and the survey was distributed to 1,985 Australian mobile telecommunications customers. The response rate was 19.34 per cent. The collected data was analysed using the SmartPLS tool and partial least squares path modelling (PLS-PM) regression method to answer the research questions and test the research hypotheses. Overall, the research findings supported the theoretical framework of this study, which was an extended version of the unified theory of acceptance and use of technology model proposed in this study, with the majority of examined factors found to have a significant effect on consumer loyalty. Specifically, this study found that customer satisfaction strongly affects customer loyalty. Similarly, facilitating conditions, social influence, performance expectancy, hedonic motivation and product price value positively influence customer loyalty. Given that customer loyalty is most strongly affected by customer satisfaction, it seems imperative that mobile telecommunications businesses devote particular attention to ensuring that customers are satisfied with their products and services. These research findings are consistent with those in the existing literature. This study provides insights into aspects of moderators - such as age, gender and experience - that have not previously been fully investigated in the field of mobile telecommunications products and services. The behavioural intention phenomenon has been studied from the perspective of consumer behaviour and usage, yet not in terms of consumer loyalty. Therefore, this study sought to fill this gap and undertake research in the field of customer loyalty in mobile telecommunications products and services settings. The findings of this study provide important managerial and business implications in the field of mobile telecommunications products and services. The research model will help mobile telecommunications service providers allocate their resources - such as network, infrastructure and customer care resources - according to their relative importance. It is anticipated that the proposed framework in this study will improve perceptions of the factors affecting consumer loyalty and the structural relationships between these factors in the presence of moderators. Additionally, this research should act as a guide for mobile telecommunication businesses to help them better meet customers' requirements, which may eventually lead to an increase in mobile companies' overall sales revenue. Consequently, this research may improve the current parameters to measure customer satisfaction and customer loyalty among mobile service provider companies. The results of the quantitative analysis must be understood within the limitations of this study. The sampling population for this research consisted only of Australian mobile telecommunications customers. Moreover, the author of this thesis acknowledges the limitation of limited access to mobile telecommunications companies. Further, implementation of a qualitative research methodology would improve the moderating results. Finally, the population comprised only a subset of all Australian customers; thus, the findings from this research may not be generalisable to all mobile telecommunications users

Intention and adoption of mobile coupon among mobile phone users in Klang Valley

The arrival of mobile marketing communication has created a new method of sales promotion and advertising technique called mobile coupon. The main objective of this research is to examine the determinants of consumers’ intentions to subscribe mobile coupon and the consequence mobile coupon adoption by using Theory of Planned Behavior as the underpinning theory and perceived values, trust and perceived control are chosen as independent variables while consumer experience is selected as the moderator variable. The survey method is employed in the present study and sample consisted of 570 mobile coupon adopters between the ages of 15 - 49 years old located in Klang Valley. Data analysis involves descriptive analysis, factor analysis and multiple regression. Results indicated that 51.5 percent of consumers’ adoption to subscribe model coupon in contributed by the level of intention. It was also discovered that the level of consumers’ intention to subscribe mobile coupon service is at moderate level. Monetary factor has the highest influence on consumer intention to subscribe mobile coupon followed by emotional, convenient and trust factors. The result also indicated that consumer experience moderates the relationships between monetary and perceived control on consumers’ intention to subscribe mobile coupon. Finally, consumers’ intention to subscribe mobile coupon has significant effect on consumers’ adoption of mobile coupon. Based on the findings, implications to practice and academic research were offered. Limitations of the study and future research were all discusse

Mobile Internet Service Preferences of Young Customers: Evidence from Bangladesh

Purpose: With the global wireless communication growth, the launching of commercial fourth-generation (4G) services in Bangladesh, including high transmission speed, the number of mobile internet subscribers has grown considerably during the last five years. During the same time, business models have become increasingly complex in the cellular industry because internet subscribers perceive value differently. This situation originates challenges among the mobile service operators in Bangladesh to create internet subscribers and retain the existing ones, especially the young mobile data users with more switching trends. Therefore, the objective of the study is to identify the determining factors that influence young customers to choose mobile internet services. Methods: This study is based on primary data collected from 440 young mobile internet users below 30 years old in Bangladesh. The study investigated ten factors of customer preferences for mobile internet, comparing male and female customers using the statistical tools: mean, standard deviation, and two-tailed t-test. Results: The study results indicate significant differences between female and male customers in mobile internet preference factors, including maximum coverage area, network quality and speed, security and privacy, and customer care. The female customers choose internet packages for security and privacy and a variety of packages, while the male customers choose mobile internet for maximum area of coverage and company image. Implications: The study findings have critical managerial implications for mobile internet providers to tailor their network and services to create new customers and gain customer retention resulting in significant growth and substantial earnings

Abandono en servicios - Una revisión bibliométrica

[EN] The purpose of this article is to identify the most impactful research on customer churn and to map the conceptual and intellectual structure of its field of study. Data were collected from the WoS database, comprising 338 articles published between 1995 and 2020. Several bibliometric techniques were applied, including analysis of co-words, co-citation, bibliographic coupling, and co-authorship networks. R software and the Bibliometrix/Biblioshiny package were used to perform the analyses. The results identify the most active and influential authors, articles, and journals on the topic. More specifically, through co-citations and bibliographic coupling, it was possible to map the oldest articles (retrospective analysis) and the current research front (prospective analysis). The retrospective analysis, based on co-citations, revealed that the foundations of this research field are constructs such as quality of service, satisfaction, loyalty, and changing behaviors. The prospective analysis, performed through bibliographic coupling, revealed that current research is embedded in predictive analysis, clusters, data mining, and algorithms. The results provide robust guidance for further investigation in this field.[ES] El objetivo de este artículo es identificar las investigaciones más impactantes sobre la pérdida de clientes y trazar la estructura conceptual e intelectual de su campo de estudio. Los datos han sido recogidos de la base de datos WoS, que comprenden 338 artículos publicados entre 1995 y 2020. Varias técnicas bibliométricas fueron aplicadas, incluyendo el análisis de co-palabras, cocitaciones, acoplamiento bibliográfico y redes de coautoría. Para realizar los análisis se utilizaron el software R y el Bibliometrix/Biblioshiny. Los resultados identifican los autores, artículos y revistas más influyentes y activos sobre el tema. Más específicamente, a través de las cocitaciones y el acoplamiento bibliográfico, fue posible mapear los artículos más antiguos (análisis retrospectivo) y la investigación más actual (análisis prospectivo). El análisis retrospectivo, basado en las cocitaciones, reveló que los fundamentos de este campo de investigación son constructos como la calidad del servicio, la satisfacción, la lealtad y el cambio de comportamientos. El análisis prospectivo, realizado a través del acoplamiento bibliográfico, reveló que la investigación actual está inmersa en el análisis predictivo, los conglomerados, la minería de datos y los algoritmos. Los resultados proporcionan una sólida orientación para seguir investigando en este campo

Strategi pengurusan jenama telekomunikasi bimbit prabayar dalam persekitaran akademik Indonesia

The purpose of this study is to determine brand management strategy of prepaid mobile telecommunication in Indonesian academic setting. This research also aims to identify the relationship between brand awareness, brand image, brand delivery, brand trust, customer’s satisfaction and brand loyalty. In addition, this research attempts to identify the role of brand trust and customer’s satisfaction as a mediator factor towards brand loyalty in the prepaid mobile telecommunication in Indonesia. The population of this research involved nine business mangement depatments selected at random from three public universities in Indonesia and 330 were taken as the sample and were interviewed. This study uses quantitative approach by integrating three research methods which are exploratory, descriptive , and causal research designs. The results show that consumer’s satisfaction has significant influence on brand trust. Three factors which are brand awareness, brand image, and brand delivery are found to have significant influence on customer’s satisfaction. Similarly, it is also evident that brand image, brand trust, and customer’s satisfaction have significant influence on brand loyalty. Apart from that, brand trust mediates relationship between customer’s satisfaction and brand loyalty. Finally, the results of this study assert that customer’s satisfaction mediates relationship between brand image and brand loyalty. The study confirms that the Indonesian prepaid mobile telecommunications’ brand loyalty level is evolving in stages as described in Oliver’s model. Hence, it can be deduced that the establishment of attitude-behavior relationship provides great meaning to practitioners due to its predictive power, particularly in marketing strategy formulation. Finally, further studies need to be conducted if these results are to be expanded into other Indonesian regional markets, especially the inland cities

Linking Quality, Satisfaction and Behaviour Intentions in Ghana’s Mobile Telecommunication Industry

This paper empirically examines the extent to which service quality affects customer satisfaction and behaviour intention in mobile telecommunication industry. The study involved a cross-sectional survey of 1000 respondents using structured questionnaire personally administered. A usable 937 questionnaire were retrieved and analysed using Structural Equation Modelling (SEM) method. The findings indicate that Tangibles, Customer Relations, Real Network Quality and Image quality aspects of service quality positively affect customer satisfaction, which in turn affects behaviour intention in Ghana’s mobile telecom industry. Theoretically, it found a strong relationship between service quality, satisfaction and behaviour intention and that service quality and satisfaction may be viewed as two separate constructs. Managers could influence behaviour intentions and satisfaction through the four critical aspects of SQ unique to the mobile telephony industry. The paper contributes to the body of knowledge in the area service quality and customer satisfaction, and provides important theoretical and managerial implications. Keywords: customer satisfaction, behaviour intention, customer relations, image, real network quality, service quality dimensions, switching intention, tangible