동아시아경상학회지 (East Asian Journal of Business Economics (EAJBE))

동아시아경상학회 (East Asia Business Economics Association)
권호 표지
DOI QR코드

DOI QR Code

The Impact of Service Quality, Satisfaction, Trust on Customer Loyalty for Mobile Operators in Nigeria

  • Clifford, Umunnakwe (Department of Business Administration, Daejeon University) ;
  • Kim, Gyu-Bae (Department of Business Administration, Daejeon University)
  • 투고 : 2019.05.19
  • 심사 : 2019.06.21
  • 발행 : 2019.06.30
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

Purpose - This paper examines the major antecedents of customer loyalty for mobile operators in a developing country in Africa especially in Nigeria. This study tests 5 hypotheses about the relationships among service quality, customer satisfaction, trust, and customer loyalty. Research design and methodology - In order to collect the sample data, online survey was conducted via email and social media network. The samples were collected from 415 random respondents. The statistical analyses were done for both assessing the reliability and the validity and testing 5 hypotheses of this study. SPSS version 21 was used for empirical analysis. Results - Service quality has a significant effect on customer satisfaction and service quality has a significant effect on trust also. Customer satisfaction has a significant effect on trust and customer satisfaction has a significant effect on customer loyalty also. Trust has a significant effect on customer loyalty. All of 5 hypotheses were supported. Conclusions - The results of the study show that it is important for marketing managers to manage service quality, customer satisfaction, and trust for improving customer loyalty in mobile service industry. This study also provides some implications for mobile service managers about the importance of customer retention and customer loyalty.

키워드

참고문헌

  1. Aaker, J. L. (1999). The malleable self: The role of self-expression in persuasion. Journal of marketing research, 36(1), 45-57. https://doi.org/10.1177/002224379903600104
  2. Andersen, L., Andreasen, J., & Brotherton-Ratcliffe, R. (1998). The passport option. Journal of Computational Finance, 1(3), 15-36. https://doi.org/10.21314/JCF.1998.013
  3. Behara, Ravi S., Gwen F. Fontenot, & Alicia B. Gresham. (2002). Customer process approach to building loyalty. Total Quality Management, 13(5), 603-611. https://doi.org/10.1080/0954412022000002018
  4. Chaudhuri A. & Holbrook M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of marketing, 65(2), 81-93. https://doi.org/10.1509/jmkg.65.2.81.18255
  5. Cronin Jr, J. J. & Taylor, S. A. (1992). Measuring service quality: a reexamination and extension. Journal of marketing, 56(3), 55-68. https://doi.org/10.2307/1252296
  6. Crosby, L. A., Evans, K. R., & Cowles, D. (1990). Relationship quality in services selling: An interpersonal influence perspective. The journal of marketing, 54(3), 68-81. https://doi.org/10.2307/1251817
  7. Crosby, L. B., DeVito, R. & Pearson, J.M. (2003). Manage your customers' perception of quality. Review of Business, 24(1), p.18.
  8. Deng, Z., Lu, Y., Wei, K. K., & Zhang, J. (2010). Understanding customer satisfaction and loyalty: An empirical study of mobile instant messages in China. International Journal of information management, 30(4), 289-300. https://doi.org/10.1016/j.ijinfomgt.2009.10.001
  9. Doney P. M & P. Cannon, (1997). An Examination of the Nature of Trust in Buyer-Seller Relationships. Journal of marketing Research, 61(2), pp. 35-51.
  10. Fornell, C. (1992). A national customer satisfaction barometer: The Swedish experience, Journal of marketing, 56(1), 6-21. https://doi.org/10.2307/1252129
  11. Garbarino, E., & Johnson, M. S., (1999). The different roles of satisfaction, trust and commitment in customer relationships. Journal of marketing, 63(2), 70-87. https://doi.org/10.2307/1251946
  12. Gefen, D., E. Karahanna, & D. Kim, Beaumie. (2001). Social constructivism. Emerging perspectives on learning, teaching, and technology, 1(116), 110-123.
  13. Gerpott, T. J., Rams, W. & Schindler, A. (2001). Customer retention, loyalty and satisfaction in the German mobile cellular telecommunications market. Telecommunications Policy, 25(4), 249-269. https://doi.org/10.1016/S0308-5961(00)00097-5
  14. Gronroos, C. (1984). A service quality model and its marketing implications. European Journal of marketing, 18(4), 36-44. https://doi.org/10.1108/EUM0000000004784
  15. Hawes, E. M. Kenneth & J. E. Swan, (1989). Trust Earning Perceptions of Sellers and Buyers. Journal of Personal Selling and Sales Management, 9(1), 1-8.
  16. Holbrook, M. B. (1994). The nature of customer value: an axiology of services in the consumption experience. Service quality: New directions in theory and practice, 21(1), 21-71.
  17. Lee, H. S., (2010). Effects of perceived value and service quality on customer satisfaction in the mobile phone service market. INFORMATION: An International Interdisciplinary Journal, 13(4), 1207-1218.
  18. Lovelock, C. L., Walker, R. H. & Patterson, P. G., 2001. Services marketing: an Asia-Pacific perspective. NY: Prentice Hall Europe
  19. Morgan, Robert M., and Shelby D. Hunt. (1994). The commitment-trust theory of relationship marketing. Journal of marketing, 58(3), 20-38. https://doi.org/10.2307/1252308
  20. Oghojafor, B. E., Ladipo, K. A., Ighomereho, O. S., & Odunewu, A. V. (2014). Determinants of Customer Satisfaction and Loyalty in the Nigerian Telecommunications Industry. British Journal of Marketing Studies, 2(5), 67-83.
  21. Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63(1), 33-44. https://doi.org/10.1177/00222429990634s105
  22. Oliver, R. L., Roland T. R., & Sajeev, V. (1997). Customer delight: foundations, findings, and managerial insight. Journal of retailing, 73(3), 311-336. https://doi.org/10.1016/S0022-4359(97)90021-X
  23. Palvia, P. (2009). The role of trust in e-commerce relational exchange: A unified model. Information & Management, 46(4), 213-220. https://doi.org/10.1016/j.im.2009.02.003
  24. Parasuraman, A., Valarie A. Z., & Leonard L. B. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49(4), 41-50. https://doi.org/10.2307/1251430
  25. Reichheld, F. F., & Schefter, P. (2000). E-loyalty: Your secret weapon on the Web. Harvard Business Review, 78(4), 105-114.
  26. Reichheld, F. F., Teal, T., & Smith, D. K. (1996). The loyalty effect. Boston, MA: Harvard Business School Press.
  27. Rust, J. (1994). Structural estimation of Markov decision processes. Handbook of econometrics, 4(1), 3081-3143. https://doi.org/10.1016/S1573-4412(05)80020-0
  28. Ryu K, Han H, & Jang S. (2010) Relationships among hedonic and utilitarian values, satisfaction and behavioral intentions in the fast-casual restaurant industry. International Journal of Contemporary Hospitality Management. 22 (3), 416-32. https://doi.org/10.1108/09596111011035981
  29. Singh, J. & Sirdeshmukh, D., (2000). Agency and trust mechanisms in consumer satisfaction and loyalty judgments. Journal of the Academy of Marketing, 28(1), 150-167. https://doi.org/10.1177/0092070300281014
  30. Whiener, Ellen M (1998). Managers as Initiators of Trust: An Exchange Relationship Framework for Understanding Managerial Trustworthy Behavior, Academy of Management Review, 23(3), 513-530. https://doi.org/10.5465/AMR.1998.926624
  31. Yi, Y. (1990). A critical review of consumer satisfaction. Review of marketing, 4(1), 68-123.
  32. Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of marketing, 52(1), 2-22. https://doi.org/10.1177/002224298805200302
  33. Zeithaml, V. A. (2000). Service quality, profitability, and the economic worth of customers: what we know and what we need to learn. Journal of the academy of marketing science, 28(1), 67-85. https://doi.org/10.1177/0092070300281007
  34. Zeithaml, V. A., Leonard L. B., & Anantharanthan, P. (1988). Communication and control processes in the delivery of service quality. Journal of Marketing, 32(1), 35-48.