The Antecedents of Customer Loyalty for Broadband Services: The Role of Service Quality, Emotional Satisfaction and Corporate Image

This study develops and tests a model to investigate the antecedents of customer loyalty of fixed broadband service providers in Greece. The model considers four drivers – perceived functional and technical aspects of service quality, emotional satisfaction and corporate image – that are positively related to each other and positively affect customer intentional loyalty. On evidence drawn from 573 service customers, the hypotheses, which were tested using structural equation modeling, are all supported. The results confirm that perceived service quality aspects, emotional satisfaction and image are key drivers of customer loyalty. The research emphasizes the role of emotional satisfaction and image as mediating variables between perceived service quality aspects and loyalty. The study also shows that a better understanding of the determinants of behavioral intentions in technology- mediated services occurs when affective evaluative constructs are considered along with cognitive ones.