Telecommunications Subscriber's Satisfaction and Loyalty: The Impact of Contractual Switching Cost, Price Fairness, and Brand Image

2. Literature Review And Hypotheses Development

Loyalty is a main factor in purchaser growth and productivity and, it is imperative to utilize this considerate to increase the connection with loyal customer. Oliver (2010) “defined customer loyalty as a profound devotion to regularly repurchase a favored product or service”. Baumann, Burton, Elliott, and Kehr (2007) point out, it is imperative fee.

One description of customer loyalty, proposed by Shoemaker and Lewis (1999), is descriptive of feelings, a psychological features of loyalty and they feel their needs are best met. Reinartz and Kumar (2002) indicated the customer loyalty between provider and purchaser. Some scholars also argued customer loyalty were difficult to measure, so the integrated approach, which included attitudinal and behavioral dimension of loyalty, was employed through variety of combination (Dick & Basu, 1994). Several researchers suggested that a purchaser loyalty model explains the differentiations among long and short-term manners (Oh, 2002).The customer satisfaction-repurchase linkage can receive one of two instructions. A model of customer loyalty shows that a knowledge method emphasizes the link among behavioral and attitudinal loyalty (Oliver, 2010). Dick and Basu (1994) classify, customer loyalty as manner and replicate patronage, indicating attitudinal and behavioral components respectively.