Critical Factors Promoting Customer Loyalty to Smartphone and Mobile Communications Service Providers

Academy of Marketing Studies Journal, Vol.15, No.1, pp. 59-69, 2011

18 Pages Posted: 15 Nov 2015 Last revised: 18 Dec 2017

See all articles by Jung Wan Lee

Jung Wan Lee

Boston University - Department of Administrative Sciences

Date Written: August 13, 2011

Abstract

The present study examines the relationships between corporate image, price, product quality, product innovation, and customer loyalty, and investigates key drivers that establish and maintain customer loyalty to smartphone and mobile telecommunications service providers. One hundred and twelve samples, which were collected from participants in a web-based survey in the United States, were analyzed using multiple regression analysis techniques. The results of the study show that corporate image, product quality, and product innovation are strong antecedents for establishing customer loyalty in high-tech product markets. In addition, the empirical findings show that product innovation plays an important role in establishing and maintaining customer loyalty. However, price shows no relationship to customer loyalty, a finding that partly contradicts previous research. Based on the findings of the study, this study discusses possible strategies for marketing success in high-tech product markets.

Keywords: corporate image, price, product quality, customer loyalty, smartphone, mobile telecommunications service providers, high-tech product markets

Suggested Citation

Lee, Jung Wan, Critical Factors Promoting Customer Loyalty to Smartphone and Mobile Communications Service Providers (August 13, 2011). Academy of Marketing Studies Journal, Vol.15, No.1, pp. 59-69, 2011. Available at SSRN: https://ssrn.com/abstract=2690501

Jung Wan Lee (Contact Author)

Boston University - Department of Administrative Sciences ( email )

808 Commonwealth Avenue
Boston, MA 02215
United States
617 358 5627 (Phone)
617 353 6840 (Fax)

HOME PAGE: http://www.bu.edu/met

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