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
Date Written: August 13, 2011
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
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