The analysis of antecedents of customer loyalty of mobifone mobile telecommunication provider
Hien, Tran Ngoc
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This research empirically examines the effect of determinants of Customer Loyalty in the mobile telecommunication service industry, the case of MOBIFONE operator. The findings obtained show that Corporate Image has the most significant effect to Customer Loyalty, via the strong path of causal relation from Perceived Quality. Besides that, trust also play an important role in helping to retaing loyal customers. The analysis on Switching cost reveal that just the Psychological switching cost has the effect on customer loyalty. Research perform structural equation analysis with a sample of 303 observations consisting of customers in Ho Chi Minh city using MOBIFONE services. After conducting all the procedural tests, a new model has been drawn which also gain a good fitness of data for Vietnam market. In the last part, pratical implications have been proposed and recommendations for further research directions on both behavioral loyalty and attitude loyalty has also been introduced.