International Business Management
ISSN: OnlineISSN: Print 1993-5250
Abstract
Mobile service providers are accelerating the trend toward greater customer loyalty, yet, there is still a lack of research conducted in this context, especially, in Jordan. This study aims to fulfill this evident research gap by empirically examining the effects of service quality, price and innovation on customer loyalty in one integrated model. Using a self-administered survey, data was collected using a convenience sample of 342 students at Jordanian Universities. SEM analysis reveals that with the exception of service innovation, service quality and price have a significant influence on perceived value. Perceived value also had a positive influence on satisfaction and in turn, satisfaction predicted user’s loyalty. The study has major practical implications for service businesses as it uniquely identifies variables that affect customer loyalty of such businesses in Jordan as well as the mediating effects in these relationships. Understanding these relationships will help lead to effective customer loyalty management.
How to cite this article:
Ahmad Bahjat Shammout, Asma F. Altabkhi and Susan Zeidan. An Integrated Model of Factors Contributing to Customer Loyalty in the Mobile Services
Industry.
DOI: https://doi.org/10.36478/ibm.2020.353.362
URL: https://www.makhillpublications.co/view-article/1993-5250/ibm.2020.353.362