Customer loyalty: The case of mobile phone users in Universiti Utara Malaysia
This research attempts to examine the relationships between service quality, switching barriers and brand image and customer loyalty in the Universiti Utara Malaysia sector. Based on the theoretical model, a comprehensive set of hypotheses were formulated and a methodology for testing them was outli...
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Universiti Utara Malaysia
2011
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my.uum.repo.59002016-04-24T00:13:18Z http://repo.uum.edu.my/5900/ Customer loyalty: The case of mobile phone users in Universiti Utara Malaysia Achour, Meguellati Md Said, Nor Pujawati Boerhannoeddin, Ali HD Industries. Land use. Labor This research attempts to examine the relationships between service quality, switching barriers and brand image and customer loyalty in the Universiti Utara Malaysia sector. Based on the theoretical model, a comprehensive set of hypotheses were formulated and a methodology for testing them was outlined.These hypotheses were tested empirically by means of questionnaires to demonstrate the applicability of the theoretical model.The results indicate that service quality, switching barriers, and brand image are separate constructs that combine to determine loyalty, with service quality and switching barriers exerting a stronger influence than brand image.Hypotheses H1, H2 were supported, while hypothesis H3 was rejected. Universiti Utara Malaysia 2011 Article PeerReviewed application/pdf en http://repo.uum.edu.my/5900/1/Pujawati.pdf Achour, Meguellati and Md Said, Nor Pujawati and Boerhannoeddin, Ali (2011) Customer loyalty: The case of mobile phone users in Universiti Utara Malaysia. International Journal of Management Studies (IJMS), 18 (2). pp. 43-66. ISSN 0127-8983 http://ijms.uum.edu.my/ |
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HD Industries. Land use. Labor |
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HD Industries. Land use. Labor Achour, Meguellati Md Said, Nor Pujawati Boerhannoeddin, Ali Customer loyalty: The case of mobile phone users in Universiti Utara Malaysia |
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This research attempts to examine the relationships between service quality, switching barriers and brand image and customer loyalty in the Universiti Utara Malaysia sector. Based on the theoretical model, a comprehensive set of hypotheses were formulated and a methodology for testing them was outlined.These hypotheses were tested empirically by means of questionnaires to demonstrate the applicability of the theoretical model.The results indicate that service quality, switching barriers, and brand image are separate constructs that combine to determine loyalty, with service quality and switching barriers exerting a stronger influence than brand image.Hypotheses H1, H2 were supported, while hypothesis H3 was rejected. |
format |
Article |
author |
Achour, Meguellati Md Said, Nor Pujawati Boerhannoeddin, Ali |
author_facet |
Achour, Meguellati Md Said, Nor Pujawati Boerhannoeddin, Ali |
author_sort |
Achour, Meguellati |
title |
Customer loyalty: The case of mobile phone users in Universiti Utara Malaysia |
title_short |
Customer loyalty: The case of mobile phone users in Universiti Utara Malaysia |
title_full |
Customer loyalty: The case of mobile phone users in Universiti Utara Malaysia |
title_fullStr |
Customer loyalty: The case of mobile phone users in Universiti Utara Malaysia |
title_full_unstemmed |
Customer loyalty: The case of mobile phone users in Universiti Utara Malaysia |
title_sort |
customer loyalty: the case of mobile phone users in universiti utara malaysia |
publisher |
Universiti Utara Malaysia |
publishDate |
2011 |
url |
http://repo.uum.edu.my/5900/1/Pujawati.pdf http://repo.uum.edu.my/5900/ http://ijms.uum.edu.my/ |
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1644279140544675840 |
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13.160551 |