Abstract

Customer loyalty (CL) has become rapidly appeared as a relatively important area of investigation for both researchers and practitioners. However, there has been little research in the area of customer loyalty in the Australian mobile telecommunication sector. The aim of this study is to develop a framework to identify factors affecting customers’ loyalty in mobile telecommunications products and services domain. A web-based survey was used to collect data which were analysed using the partial least squares based on structural equation modelling (PLS-SEM). This study found that customer satisfaction, price value, facilitating condition and social influence have a significant impact on customer loyalty in the mobile telecommunication sector for product and services usage. This study has also found that customer satisfaction has an impact on customer experience and positively contribute to explaining the variance in loyalty. In contrast, habit and customer experience did not contribute to explaining the variance in loyalty. The findings of this study contribute to the development of businesses strategies of how to retain their customers which will result in higher revenues.

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