EXPLORING CUSTOMER SATISFACTION AND LOYALTY IN THE TELECOMMUNICATIONS INDUSTRY: A COMPREHENSIVE REVIEW
DOI:
https://doi.org/10.55829/ijmpr.v2i4.193Keywords:
Customer Satisfaction, Telecommunication, Telecom Sector, Customer LoyaltyAbstract
In the telecommunications industry, renowned for its customer-centric approach, this research delves into the vital connection between customer satisfaction and loyalty. The study comprehensively reviews existing literature, drawing insights from diverse geographical regions. This meticulous analysis uncovers both common threads and disparities within the current body of research, providing valuable guidance for scholars and researchers navigating the intricate landscape of customer satisfaction and loyalty within the telecom sector. Additionally, the review illuminates the evolving definitions of customer loyalty, ranging from observable behaviours to profound commitment, while delineating three distinct approaches to measurement. This systematic exploration underscores the contemporary shift in business strategy, highlighting the transition from a focus on customer acquisition to one centred on retention, ultimately reaffirming the pivotal role of customer loyalty in today's business landscape.
References
, A. and Aminu, S.A. (2012) ‘The determinants of customer loyalty in Nigeria’s GSM market’, International Journal of Business and Social Science, Vol. 3, No. 14, pp.209–222.
Adjei, K. and Denanyoh, R. (2014) ‘Determinants of customer loyalty among mobile telecom subscribers in the Brong Ahafo Region of Ghana’, International Journal of Business and Social Research, Vol. 4, No. 1, pp.82–95. https://doi.org/10.18533/ijbsr.v4i1.366
Ahmad, J., Hussain, M. and Rajput, A. (2015) ‘Customer loyalty framework of telecommunication service market’, International Journal of Managing Value and Supply Chains, Vol. 6, No. 1, pp.69–78.
Ahmed, I., Nawaz, M.M., Usman, A., Shaukat, M.Z., Ahmed, N. and Rehman, U.W. (2010) ‘A mediation of customer satisfaction relationship between service quality and repurchase intentions for the telecom sector in Pakistan: A case study of university students’, African Journal of Business Management, Vol. 4, No. 16, pp.3457–3462.
Akbar, M.M. and Parvez, N. (2009) ‘Impact of service quality, trust, and customer satisfaction on customers loyalty’, ABAC Journal, Vol. 29, No. 1, pp.24–38.
Akroush, M.N., Al-Mohammad, S.M., Zuriekat, M.I. and Abu-Lail, B.N. (2011) ‘An empirical model of customer loyalty in the Jordanian mobile telecommunications market’, International Journal of Mobile Communications, Vol. 9, No. 1, pp.76–101.
Almossawi, M.M. (2012) ‘Customer satisfaction in the mobile telecom industry in Bahrain: antecedents and consequences’, International Journal of Marketing Studies, Vol. 4, No. 6, pp.139–156.
Anderson, E.W. and Sullivan, M.W. (1993) ‘The antecedents and consequences of customer satisfaction for firms’, Marketing Science, Vol. 12, No. 2, pp.125–143
Anderson, E.W., Fornell, C. and Lehmann, D.R. (1994) ‘Customer satisfaction, market share, and profitability: findings from Sweden’, The Journal of Marketing, Vol. 58, No. 3, pp.53–66.
Asgarpour, R., Hamid, A. B., Sulaiman, Z., & Asgari, A. A. (2014). A Review on Customer Perceived Value and Its Main Components. Social Science Research Network. https://papers.ssrn.com/sol3/Delivery.cfm/SSRN_ID3006880_code2742877.pdf?abstractid=3001609&mirid=1
Athanassopoulos, A.D. and Iliakopoulos, A. (2003) ‘Modeling customer satisfaction in trelecommunications: assessing the effects of multiple transaction points on the perceived overall performance of the provider’, Journal of Production and Operations Management, Vol. 12, No. 2, pp.224–245. https://doi.org/10.1111/j.1937-5956.2003.tb00502.x
Balaji, M. (2009) ‘Customer satisfaction with Indian mobile services’, IUP Journal of Management Research, Vol. 8, No. 10, pp.52–62.
Bennett, R. and Rundle-Thiele, S. (2002) ‘A comparison of attitudinal loyalty measurement approaches’, The Journal of Brand Management, Vol. 9, No. 3, pp.193–209.
Bhattacharjee, C. (2005) Service Sector Management – An Indian Perspective, Jaico, Mumbai.
Bloemer, J.M. and Kasper, H.D. (1995) ‘The complex relationship between consumer satisfaction and brand loyalty’, Journal of Economic Psychology, Vol. 16, No. 2, pp.311–329.
Boohene, R. and Agyapong, G.K. (2010) ‘Analysis of the antecedents of customer loyalty of telecommunication industry in Ghana: the case of Vodafone (Ghana)’, International Business Research, Vol. 4, No. 1, p229.
Bowen, J.T. and Shoemaker, S. (2003) ‘Loyalty: a strategic commitment’, Cornell Hotel and Restaurant Administration Quarterly, Vol. 44, Nos. 5–6, pp.31–46. http://www.mckinsey.com/~/media/mckinsey/dotcom/client_service/telecoms/pdfs/evolve_orp%20erish.ashx%20(accessed%20October%2013%202015).%20
Cacioppo, K. (2000) ‘Measuring and managing customer satisfaction’, QualityDigest[online] https://www.qualitydigest.com/magazine/2000/sep/article/measuring-and-managing-customersatisfaction.html#%20(accessed%2024%20November%202015).
Churchill Jr, G.A. and Surprenant, C. (1982) ‘An investigation into the determinants of customer satisfaction’, Journal of Marketing Research, Vol. 19, No. 4, pp.491–504.
Cote, J.A., Foxman, E.R. and Cutler, B.D. (1989) ‘Selecting an appropriate standard of comparison for post-purchase evaluations’, Advances in Consumer Research, Vol. 16, No. 1, pp.502–506
Communication - The Art and Popular Culture Encyclopedia. http://artandpopularculture.com/Communication
Dick, A.S. and Basu, K. (1994) ‘Customer loyalty: toward an integrated conceptual framework’, Journal of the Academy of Marketing Science, Vol. 22,No. 2, pp.99–113.
Dawes, J. and Swailes, S. (1999) ‘Retention sans frontieres: issues for financial service retailers’, International Journal of Bank Marketing, Vol. 17,No. 1, pp.36–43.
Dumbre, G, and K Kaldante. 2014. “A Study of Customer Satisfaction of Selected DTH Services with a Special Reference to Junnar Taluka (Dist - Pune, Maharashtra).” Sumedha Journal of Management 3 (4): 14.
Deng, Z., Lu, Y., Wei, K.K. and Zhang, J. (2010) ‘Understanding customer satisfaction and loyalty: An empirical study of mobile instant messages in China’, International Journal of Information Management, Vol. 30, No. 4, pp.289–300.
https://doi.org/10.1016/j.ijinfomgt.2009.10.001
Edvardsson, B., Johnson, M.D., Gustafsson, A. and Strandvik, T. (2000) ‘The effects of satisfaction and loyalty on profits and growth: products versus services’, Total Quality Management, Vol. 11, No. 7, pp.917–927.
Eshghi, A., Haughton, D. and Topi, H. (2007) ‘Determinants of customer loyalty in the wireless telecommunications industry’, Telecommunications Policy, Vol. 31, No. 2, pp.93–106.
Eshghi, A., Roy, S.K. and Ganguli, S. (2008) ‘Service quality and customer satisfaction: an empirical investigation in Indian mobile telecommunications services’, Marketing Management Journal, Vol. 18, No. 2, pp.119–144.
Gerpott, T.J., Rams, W. and Schindler, A. (2001) ‘Customer retention, loyalty, and satisfaction in the German mobile cellular telecommunications market’, Telecommunications Policy, Vol. 25, No. 4, pp.249–269.. https://de.slideshare.net/CuongDinh5/customer-retention-loyalty-and-satisfaction-in-the-german
Giese, J.L. and Cote, J.A. (2000) ‘Defining consumer satisfaction’, Academy of Marketing Science Review, Vol. 1, No. 1, pp.1–22.
Grahn, G.L. (1969) ‘NBD model of repeat-purchase loyalty: an empirical investigation’, Journal of Marketing Research, Vol. 6, No. 1, pp.72–78.
Gremler, D.D. and Brown, S.W. (1996) ‘Service loyalty; its nature, importance and implications’, in Edvardsson B., Brown, S.W., Johnston, R. and Scheuing, E. (Eds): QUIS V: Advancing Service Quality: A Global Perspective, ISQA, New York, NY, pp.171–81.
Gundersen, M.G., Heide, M. and Olsson, U.H. (1996) ‘Hotel guest satisfaction among business travelers: what are the important factors?’, The Cornell Hotel and Restaurant Administration Quarterly, Vol. 37, No. 2, pp.72–81.
Haistead, D., Hartman, D. and Schmidt, S.L. (1994) ‘Multisource effects on the satisfaction formation process’, Journal of the Academy of Marketing Science, Vol. 22, No. 2, pp.114–129.
Hansemark, O.C. and Albinsson, M. (2004) ‘Customer satisfaction and retention: the experiences of individual employees’, Managing Service Quality: An International Journal, Vol. 14, No. 1, pp.40–57.
Heskett, J.L., Jones, T.O., Loveman, G.W., Sasser, W.E. and Schlesinger, L.A. (1994) ‘Putting the service-profit chain to work’, Harvard Business Review, March–April, Vol. 72, No. 2, pp.164–74.
Jacoby, J. (1971) ‘Brand loyalty: a conceptual definition’, Proceedings of the Annual Convention of the American Psychological Association, American Psychological Association.
Jacoby, J. and Chestnut, R.W. (1978) Brand Loyalty: Measurement and Management, Wiley, New York..
Jahanzeb, Sadia, and Sidrah Jabeen. "Churn Management in the Telecom Industry of Pakistan: A Comparative Study of Ufone and Telenor." The Journal of Database Marketing & Customer Strategy Management, 2007, https://doi.org/10.1057/palgrave.dbm.3250043
Jamal, A. and Naser, K. (2003) ‘Factors influencing customer satisfaction in the retail banking sector in Pakistan’, International Journal of Commerce and Management, Vol. 13, No. 2, pp.29–53.
Jahanzeb, Sadia, and Sidrah Jabeen. "Churn Management in the Telecom Industry of Pakistan: A Comparative Study of Ufone and Telenor." The Journal of Database Marketing & Customer Strategy Management, 2007, https://doi.org/10.1057/palgrave.dbm.3250043
Johnson, M. and Gustafsson, A. (2006) Improving Customer Satisfaction, Loyalty and Profit: An Integrated Measurement and Management System, John Wiley and Sons [online]
Johnson, M.D., Anderson, E.W. and Fornell, C. (1995) ‘Rational and adaptive performance expectations in a customer satisfaction framework’, Journal of Consumer Research, Vol. 21, No. 4, pp.695–707.
Karunakaran, K. (2008) Marketing Management [online] https://books.google.co.in/books/about/Marketing_Management.html?id=bjY8zQEACAAJ&redir_esc=y
Khayyat, N.T. and Heshmati, A. (2012) ‘Determinants of mobile phone customer satisfaction in the Kurdistan region’, Journal of Knowledge Management, Economics and Information Technology, Vol. 2, No. 3, pp.3–31.
Kim, M.K., Park, M.C. and Jeong, D.H. (2004) ‘The effects of customer satisfaction and switching barrier on customer loyalty in Korean mobile telecommunication services’, Telecommunications Policy, Vol. 28, No. 2, pp.145–159.
Kim, Y.E. and Lee, J.W. (2010) ‘Relationship between corporate image and customer loyalty in mobile communications service markets’, Africa Journal of Business Management, Vol. 4, No. 18, pp.4035–4041.
Krishnan, J. J. (2021). A study on loyalty dimension and measurement. Materials Today: Proceedings. https://doi.org/10.1016/j.matpr.2020.06.046
Kristensen, K., Martensen, A. and Gronholdt, L. (1999) ‘Measuring the impact of buying behaviour on customer satisfaction’, Total Quality Management, Vol. 10, Nos. 4–5, pp.602–614.
Kumar, A. and Oliver, R.L. (1997) ‘Special session summary: cognitive appraisals, consumer emotions, and consumer response’, Advances in Consumer Research, Vol. 24, No. 1, pp.17–18.
Lee, J., Lee, J. and Feick, L. (2001) ‘The impact of switching costs on the customer satisfactionloyalty link: mobile phone service in France’, Journal of Services Marketing, Vol. 15, No. 1, pp.35–48.
Lim, T. (2020). Applying Survival Analysis for Customer Retention: A U.S. Regional Mobile Service Operator. https://doi.org/10.1109/zinc50678.2020.9161811
Liu, V. and Khalifa, M. (2003) ‘Determinants of satisfaction at different adoption stages of Internet-based services’, Journal of the Association for Information Systems, Vol. 4, No. 1, p.12.
Lovelock, C. and Wirtz, J. (2004) ‘Services marketing: people, technology, strategy’, Journal of Services Marketing, Vol. 18, No. 5, pp.413–414.
Lu, J. (2002) ‘Predicting customer churn in the telecommunications industry – an application of survival analysis modeling using SAS’, SAS User Group International (SUGI27) Online Proceedings, pp.114–127.
Malik, M.E., Ghafoor, M.M. and Iqbal, H.K. (2012) ‘Impact of brand image, service quality and price on customer satisfaction in Pakistan Telecommunication sector’, International Journal of Business and Social Science, Vol. 3, No. 23, pp.123–129.
McKinney, V., Yoon, K. and Zahedi, F.M. (2002) ‘The measurement of web-customer satisfaction:
an expectation and disconfirmation approach’, Information Systems Research, Vol. 13, No. 3, pp.296–315.
Mishra, A.A. (2009) ‘A study on customer satisfaction in Indian retail banking’, IUP Journal of Management Research, Vol. 8, No. 11, p.45.
Moliner, M.A., Sánchez, J., Rodríguez, R.M. and Callarisa, L. (2007) ‘Perceived relationship quality and post-purchase perceived value: an integrative framework’, European Journal of Marketing, Vol. 41, Nos. 11/12, pp.1392–1422.
Oghojafor, B.E., Ladipo, K.A., Ighomereho, O.S. and Odunewu, A.V. (2014) ‘Determinants of customer satisfaction and loyalty in the Nigerian telecommunications industry’, British Journal of Marketing Studies, Vol. 2, No. 5, pp.67–83.
Oliver, R.L. (1980) ‘A cognitive model of the antecedents and consequences of satisfaction decisions’, Journal of Marketing Research, Vol. 17, No. 4, pp.460–469.
Oliver, R.L. (1987) ‘An investigation of the interrelationship between consumer (dis) satisfaction and complaint reports’, Advances in Consumer Research, Vol. 14, No. 1, pp.218–222.
Oliver, R.L. (1997) Satisfaction: A Behavioral Perspective on the Customer, McGraw-Hill, New York.
Oliver, R.L. (1999) ‘Whence consumer loyalty?’, The Journal of Marketing, October, Vol. 63, pp.33–44.
Olsen, L.L. and Johnson, M.D. (2003) ‘Service equity, satisfaction, and loyalty: from transactionspecific to cumulative evaluations’, Journal of Service Research, Vol. 5, No. 3, pp.184–195.
Quadree, S. T., & Pahari, S. (2022). Evaluating the role of consumer perceptions in direct selling business in new normal era. International Journal of Health Sciences (IJHS). https://doi.org/10.53730/ijhs.v6ns1.6961
Rahhal, W. (2015) ‘The effects of service quality dimensions on customer satisfaction: an empirical investigation in Syrian mobile telecommunication services’, International Journal of Business and Management Invention, Vol. 4, No. 5, pp.81–89.
Rahman, Arafat, and Parisa Khan. 2014. “Effect of Service Convenience on Service Loyalty: Moderating Role of Consumer Characteristics.” South Asian Journal of Management 21 (3): 7.
Reichheld, B.F.E. and Detrick, C. (2003) ‘Want to know how to keep expenses low? Think loyalty’, American Banker, Vol. 168, No. 181, p.6.
Roig, J.C.F., Garcia, J.S., Tena, M.A.M. and Monzonis, J.L. (2006) ‘Customer perceived value in banking services’, International Journal of Bank Marketing, Vol. 24, No. 5, pp.266–283.
Salleh, S.B.M. and Mahmood Gelaidan, H. (2012) ‘Factors affecting customer satisfaction of mobile services in Yemen’, American Journal of Economics, Vol. 2, No. 7, pp.171–184.
Schiffman, L.G. and Kanuk, L.L. (2004) Consumer Behaviour., 8th ed., New..
Sharma, Achintya, et al. "Prediction of Customer Retention Rate Employing Machine Learning Techniques." 2022, https://doi.org/10.1109/ici53355.2022.9786903
Spreng, R.A., MacKenzie, S.B. and Olshavsky, R.W. (1996) ‘A reexamination of the determinants of consumer satisfaction’, The Journal of Marketing, Vol. 60, No. 3, pp.15–32.
Srivastava, S. (2014) A Study of the Impact of Customer Care Services on Customer Satisfaction of Mobile Phone Subscribers of UP East Circle, Doctoral thesis, IFTM University, Moradabad, India [online]
Tse, D.K. and Wilton, P.C. (1988) ‘Models of consumer satisfaction formation: an extension’, Journal of Marketing Research, May, Vol. 25, pp.204–212.
Turel, O. and Serenko, A. (2006) ‘Satisfaction with mobile services in Canada: an empirical investigation’, Telecommunications Policy, Vol. 30, No. 5, pp.314–331.
Vadde, S. (2012). Customer satisfaction towards two-wheeler automobiles: An empirical study. JIMS8M: The Journal of Indian Management & Strategy. https://www.indianjournals.com/ijor.aspx?target=ijor:jims8m&volume=17&issue=3&article=005
Wang, Y., Lo, H.P. and Yang, Y. (2004) ‘An integrated framework for service quality, customer value, satisfaction: evidence from China's telecommunication industry’, Information Systems Frontiers, Vol. 6, No. 4, pp.325–340.
https://doi.org/10.1023/b:isfi.0000046375.72726.67
Westbrook, R.A. and Oliver, R.L. (1991) ‘The dimensionality of consumption emotion patterns and consumer satisfaction’, Journal of Consumer Research, Vol. 18, No. 1, pp.84–91.
Westbrook, R.A. and Reilly, M.D. (1983) ‘Value-percept disparity: an alternative to the disconfirmation of expectations theory of consumer satisfaction’, Advances in Consumer Research, Vol. 10, No. 1, pp.256–261.
When were telecommunication invented? – Atheists for human rights. https://www.atheistsforhumanrights.org/when-were-telecommunication-invented/
Zeithaml, V.A. and Bitner, M.J. (2004) Services Marketing. Integrating Customer Focus Across the Firm [online]https://www.scirp.org/(S(351jmbntvnsjt1aadkposzje))/reference/ReferencesPapers.aspx?ReferenceID=1353781
Zikmund, W.G., McLeod, R. and Gilbert, F.W. (2003) Customer Relationship Management: Integrating Marketing Strategy and Information Technology, Wiley, New York, NY.
