ANALYZING IMPACT OF DETERMINANTS OF CUSTOMER LOYALTY IN TELECOM SECTOR

Abstract

Telecom, is part of our life. It is now, our need rather than luxury. From phone calls to Videos calls to surfing internet to doing financial transaction when you use mobile phone you have to use telecommunication service. Telecom companies are thriving to make their customers loyal to their brands. For achieving this, they try to satisfy their customers by providing good quality service, value and position the positive image in the mind of customers. Today, 152 million subscribers are using telecommunication service in Pakistan. The most of them are between ages of 18 to 34. To investigate that either there any relationship between Perceived Quality, Image and Perceived Value with Loyalty and is there any mediating effect of Customer Satisfaction between Perceived Quality, Image, Perceived Value and Loyalty, by the help of questionnaire, we ask several questions from sample of 500. The result indicates that image, perceived quality and perceived value have an effect on customer satisfaction and Customer satisfaction has an effect on loyalty of the customers. Also the determinants of customer loyalty have an indirectly effect on loyalty as well. The research is conducted for telecom industry and it will help managers of telecom companies to understand by satisfying the customers they will make their customers loyal. And they can satisfy the customers focusing on positioning brand image, providing excellent quality and value to the customers.