An Analysis of Customer Loyalty, Customer Satisfaction with Service Quality and Advertising in the Telecom Sector of Pakistan.
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Date
2019
Authors
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Journal ISSN
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Publisher
UMT.Lahore
Abstract
This study aimed at analyzing the effect of service quality and advertising on customer
loyalty through customer satisfaction in mobile telecom sector of Pakistan. Customer
satisfaction is the factor which is considered as an upshot of better service quality and as
a result it urges the customers to continue to use the services which create greater loyalty
towards of same service provider. So customer satisfaction is taken as mediating variable
in this study. Together with service quality, advertising is considered as another variable
that influences the customer to use the services of specific service provider. 215
questionnaires were collected from current mobile users in Lahore, for this research
study. Correlation and regression analysis were used to scrutinize the data. The result of
the hypotheses testing signified that service quality and advertising has a positive impact
on customer loyalty which is mediated by customer satisfaction. The findings of this
research study is not only adding knowledge to expand the understanding of service
quality and advertising in the field of mobile telecom sector, but also yielding a number
of practical implications for mobile users. This study addresses some suggestions that can
help mobile service providers in Pakistan to create loyalty in the customers.