کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
556589 874451 2012 14 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
How value and trust influence loyalty in wireless telecommunications industry
موضوعات مرتبط
مهندسی و علوم پایه مهندسی کامپیوتر سیستم های اطلاعاتی
پیش نمایش صفحه اول مقاله
How value and trust influence loyalty in wireless telecommunications industry
چکیده انگلیسی

Despite making significant investments in enhancing the customer service experience, long-term customer loyalty remains an elusive dream for many service providers. Particularly in the telecommunications industry, switching providers even from within continuous contract relationships is easy and companies struggle to retain their customers. Trust and value are considered cornerstones of long-term relationships, so it is perhaps surprising that previous research on how relationship age and usage level actually affect value, trust and loyalty is inconclusive. The current research is set in the telecommunications services field and draws on a large-scale survey undertaken in Finland. The findings support the contention that perceived value relates positively to loyalty, and that trust mediates that relationship. Surprisingly, in the telecommunications industry, increasing relationship age and usage level strengthen neither value and loyalty nor the links between trust and loyalty. The results may be explained by the unique characteristics of the highly competitive mobile telecommunications sector, and confirm the view that loyalty does not pay without strategies that value long-term customers and thereby build trust with new customers.


► Perceived value relates positively to loyalty.
► Trust mediates the relationship between value and loyalty.
► Relationship age does not strengthen value–trust–loyalty links.
► Usage level does not strengthen value–trust–loyalty links.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Telecommunications Policy - Volume 36, Issue 8, September 2012, Pages 636–649
نویسندگان
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