Determinants of Customer Loyalty

Abstract

This study aims to explore the factors that determine customer loyalty in the telecom industry. The mobile market in Egypt will be used as the particular context of study. A sample of 600 mobile subscribers was drawn from the cell phone users in Egypt. A distinctive model is developed drawing on the results of previous empirical work on customer loyalty. The model proposes that customer loyalty in a service industry like the telecom industry is a combination of a number of factors namely; perceived service quality, corporate image, trust, switching cost and customer satisfaction with the service. Data was analyzed via multiple regression technique. Findings indicate that perceived service quality, trust and satisfaction with the service are the significant determinants of customer loyalty. The study provides marketing insights and implications of these findings.