Relationship between corporate image and customer loyalty in mobile communications service markets

Abstract

This study examines the relationships among corporate image, brand awareness, service price, service quality, customer support services, and customer loyalty, and investigates the key drivers that establish and maintain customer loyalty to mobile telecommunications service providers. Four hundred and sixty-nine samples, which were collected from participants in a web-based survey in Korea, were analyzed using multiple regression analysis techniques. The results of the study show that corporate image, brand awareness, service price, and service quality are strong antecedents for establishing customer loyalty in mobile communications service markets. In addition, the empirical findings show that corporate image plays the most important role in establishing and maintaining customer loyalty in the markets. Based on the findings of the study, we discuss possible strategies for marketing success in high-tech service markets. Key words: Customer loyalty, marketing strategy, corporate image, service price, service quality, brand awareness.