Marketing a obchod
AN INTEGRATED MODEL OF CUSTOMER LOYALTY IN THE MACEDONIAN MOBILE SERVICE MARKET
In today’s competitive environment, creating and maintaining customer satisfaction and consequently customer loyalty is of vital importance to the companies. At the same time, it is a challenging task because little is known about how customers differ in their relational preferences (Palmatier et al., 2006) and because there are a lot of variables that inﬂuence customer loyalty. Although customers tend to be more demanding and less loyal (Reichheld, 1996), service marketers are convinced that building enduring relationships with the customers is incredibly important because loyal customers are less costly to serve, buy more, pay premium prices and spread positive word-of-mouth (Zeithaml, 2000; O’Brian & Jones, 1995).
Jméno a příjmení autora:
Nikolina Palamidovska-Sterjadovska, Anita Ciunova-Shuleska
Customer loyalty, customer satisfaction, service quality, switching costs, switching barriers, mobile service market
The main objective of this paper is to develop and test an integrated model of customer loyalty in the Macedonian mobile service market, analysing its determinants and their interrelationships and…více
The main objective of this paper is to develop and test an integrated model of customer loyalty in the Macedonian mobile service market, analysing its determinants and their interrelationships and effects on customer loyalty. The proposed research model integrates service quality, customer satisfaction, switching costs and switching barriers as the main determinants of customer loyalty, further analysing their different effects (direct/mediating/moderating) on customer loyalty. Conﬁrmatory factor analysis (CFA) is used in order to assess the validity of the measurement model, and the developed structural model is tested with structural equation modelling (SEM). The reported results indicate that the proposed research model as a whole has a satisfactory level of adequacy and most of the hypothesized realtionships are conﬁrmed. The results suggest that customer satisfaction partially mediates the relationship between service quality and customer loyalty and also service quality has a direct and positive effect on customer loyalty. The satisfactionloyalty relationship is not mediated nor moderated by switching barriers, but switching barriers have a direct and positive effect on customer loyalty. The presented results would be of great importance for managers for the successful development of strategies for creating mobile service users’ loyalty. The empirical evidence obtained in this study suggest that Macedonian mobile operators should have in mind alternative strategies in creating customer loyalty, emphasising the fact that customer satisfaction has a stronger positive inﬂuence in creating customer loyalty than switching barriers. The present research provides an integrated approach in examining customer loyalty and explores the different roles of switching barriers in the relationship between customer satisfaction and loyalty. In order to further develop the integrated approach of customer loyalty modelling, some additional concepts should be incorporated and examined in the future.
Marketing a obchod