Wong , Siao Fui (2013) The relationship between relational benefits and customer loyalty in mobile telecommunication industry in Kota Kinabalu, Sabah: The moderating role of switching costs. Masters thesis, University Malaysia Sabah.
The purpose of this study is to examine the influences of relational benefits on customer loyalty in the context of mobile telecommunication industry. The study also investigate the moderating effects of switching costs in the relationship between relational benefits and customer loyalty. This study have conceptualized relational benefits as a multidimensional construct that consists of six dimensions of benefits (Le. special treatment benefits, confidence benefits, social benefits, benevolence benefits, competence benefits and convenience benefits). This study involved 243 respondents in the areas of Kota Kinabalu, Sabah. The multiple regression analysis that used to test the relationship between the independent variable (Le. relational benefits) and dependent variable (Le. customer loyalty) has shown that the hypotheses of the relationship between relational benefits and customer loyalty were partially supported. Among those benefits, confidence benefits, competence benefits and convenience benefits were found to be valuable to enhance the customer loyalty in the context of mobile telecommunication. The result of moderating effects of switching costs on the relationship between relational benefits and customer loyalty shown that only one dimension of relational benefits is significant with a negative effects. This show that the switching costs would weaken the influence of relational benefits on customer loyalty. As per result, the suggestion for future research are eliminating the insignificant dimensions of relational benefits and adopt trust and commitment as the moderating variable instead of switching costs.
|Item Type:||Thesis (Masters)|
|Uncontrolled Keywords:||customer loyalty, mobile telecommunication industry, relational benefit, commitment|
|Subjects:||H Social Sciences > HF Commerce|
|Divisions:||SCHOOL > School of Business and Economics|
|Deposited By:||IR Admin|
|Deposited On:||08 May 2014 15:37|
|Last Modified:||08 May 2014 15:37|
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