Abstract
Service providers in Indian telecommunication industry are now facing lots of challenges for their sustainability in tough competition because of varying wants of customers. Provision of quality service, initiatives of public relationship programmes, and generation of timely customer satisfaction are now of major concerns. In addition to these, positioning a proper brand image in customers’ mindset is equally important. The present study investigates all these factors of service business concerns to know the key determinants of achieving appropriate customer loyalty. Around 214 numbers of cell phone users were surveyed through a structured tested questionnaire in the state of Odisha, India and then all collected responses were analyzed through structural equation models. Study results showed that perception on public relation moderated by brand image has no role in creating customer loyalty. Again, after introduction of brand image as moderator, the impact of service quality on customer satisfaction becomes insignificant. However, customer satisfaction plays a major role in the variation of customer loyalty.
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