Abstract
This research attempts to examine the relationships between service quality, switching barriers and brand image and customer loyalty in the Universiti Utara Malaysia sector. Based on the theoretical model, a comprehensive set of hypotheses were formulated and a methodology for testing them was outlined. These hypotheses were tested empirically by means of questionnaires to demonstrate the applicability of the theoretical model. The results indicate that service quality, switching barriers, and brand image are separate constructs that combine to determine loyalty, with service quality and switching barriers exerting a stronger influence than brand image. Hypotheses H1, H2 were supported, while hypothesis H3 was rejected. Keywords: Customer loyalty, brand image, switching barriers, service quality.
Highlights
Customer loyalty has become more important as technology is undergoing rapid changes in the telecommunications sector
The findings suggest that telecommunication service providers should look beyond price wars to keep their customers satisfied and loyal
This research focused on customer loyalty for product, and on three factors namely, service quality, switching barriers, and brand image
Summary
Customer loyalty has become more important as technology is undergoing rapid changes in the telecommunications sector. A critical issue for the continued success of an organization is its capability to retain its current customers and make them loyal to its brands (Dekimpe, Steenkamp, Mellens & Abeele, 1997). Loyalty research in services is an important area to study (Gremler, 1995). It is frequently pointed out that once customers have been acquired and connected to the telecommunications network of a particular operator; their long-term relations with the focal operator are of greater importance to the success of the company in competitive markets than they are in other industry sectors (Gerpott, Rams & Shindler, 2001)
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