Relationship between Corporate Image and Customer Loyalty in Mobile Communications Service Markets

African Journal of Business Management, Vol. 4, No. 18, pp. 4035-4041, 2010

7 Pages Posted: 15 Nov 2015 Last revised: 22 Dec 2017

See all articles by Young-Ei Kim

Young-Ei Kim

Seoul Digital University - Department of Business Administration

Jung Wan Lee

Boston University - Department of Administrative Sciences

Date Written: December 13, 2010

Abstract

This study examines the relationships between corporate image, brand awareness, service price, service quality, customer support services, and customer loyalty, and investigates the key drivers that establish and maintain customer loyalty to mobile telecommunications service providers. Four hundred and sixty-nine samples, which were collected from participants in a web-based survey in Korea, were analyzed using multiple regression analysis techniques. The results of the study show that corporate image, brand awareness, service price, and service quality are strong antecedents for establishing customer loyalty in mobile communications service markets. In addition, the empirical findings show that corporate image plays the most important role in establishing and maintaining customer loyalty in the markets. Based on the findings of the study, we discuss possible strategies for marketing success in high-tech service markets.

Keywords: customer loyalty, marketing strategy, corporate image, service price, service quality, brand awareness

Suggested Citation

Kim, Young-Ei and Lee, Jung Wan, Relationship between Corporate Image and Customer Loyalty in Mobile Communications Service Markets (December 13, 2010). African Journal of Business Management, Vol. 4, No. 18, pp. 4035-4041, 2010. Available at SSRN: https://ssrn.com/abstract=2690511

Young-Ei Kim

Seoul Digital University - Department of Business Administration ( email )

Seoul, 04157
Korea, Republic of (South Korea)

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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