Antecedents of customer loyalty in mobile telecommunication companies in Cameroon
Küçük Resim Yok
Tarih
2023
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Sage Publications Ltd
Erişim Hakkı
info:eu-repo/semantics/closedAccess
Özet
The mobile telecommunication (telecom) sector has become the basic source of information nowadays, especially in Cameroon. It is used to transfer and deliver information through voice, video, data, graphics, and more at perpetually increasing speeds. The quality of mobile services does not only impact the attraction of new customers but also to maintain the existing ones. The study uses relationship marketing theory and a quantitative and cross-sectional method with 200 respondents. Information was obtained from users of MTN and Orange mobile telecommunication networks. The analyses were done using SPSS version 20. Tangibility, reliability, and assurance dimensions of staff service quality showed a positive relationship with customer loyalty in mobile telecom companies in Cameroon. The findings also highlight the influence of service quality dimensions on customer loyalty in the mobile telecom companies of the country.
Açıklama
Anahtar Kelimeler
Tangibility, reliability, empathy, responsiveness, assurance, customer loyalty
Kaynak
Information Development
WoS Q Değeri
Q3
Scopus Q Değeri
Cilt
39
Sayı
2
