Abstract
This paper assesses the moderating role of satisfaction, trust and brand image within implicit and explicit brand loyalty framework in mobile telecommunication services in Ghana. The proposed model was evaluated based on data from 338 consumers obtained from a cross-sectional survey. Partial least square (PLS) structural equation modelling (SEM) was used to analysed data. The results show that implicit loyalty, comprising of cognitive, affective and conative, makes significant influence on explicit loyalty; the moderating role of satisfaction on this relationship was strongly supported while the role of trust and brand image were partially significant. This paper provides theoretical extensions to sequential loyalty models. Despite its contextual limitations, the paper implies that marketing managers need to develop marketing and loyalty strategies that result in better customer satisfaction, induce more trust in the brand and project the image of the brand high to build a stable customer base which is a core business asset.
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