Antecedents of customer loyalty in mobile telecommunication companies in Cameroon

Abstract

The mobile telecommunication (telecom) sector has become the basic source of information nowadays, especially in Cameroon. It is used to transfer and deliver information through voice, video, data, graphics, and more at perpetually increasing speeds. The quality of mobile services does not only impact the attraction of new customers but also to maintain the existing ones. The study uses relationship marketing theory and a quantitative and cross-sectional method with 200 respondents. Information was obtained from users of MTN and Orange mobile telecommunication networks. The analyses were done using SPSS version 20. Tangibility, reliability, and assurance dimensions of staff service quality showed a positive relationship with customer loyalty in mobile telecom companies in Cameroon. The findings also highlight the influence of service quality dimensions on customer loyalty in the mobile telecom companies of the country.

Factors Affecting Customer Loyalty: An Empirical Evidence from the Toll Road Industry in Indonesia

“…Many studies on consumer loyalty have been undertaken, particularly in the tourism, hotel, and restaurant industries. These studies show the significant impact of perceived price fairness, perceived satisfaction with service quality, and revisit intention (Cakici et al, 2019;Ji & Prentice, 2021;Park et al, 2019;Prentice et al, 2023;Tajeddini et al, 2022;Tarkang et al, 2023;Wasaya et al, 2022). These studies can be used as a reference for the study on the toll road industry in Indonesia.…”

“…Loyal customers tend to come back and make repeated purchases of the products they want (Gibson et al, 2022). In addition, repeat purchases from loyal customers are an indicator in assessing a company's business prospects (Chou et al, 2023;Ji & Prentice, 2021;Rashid et al, 2020;Tarkang et al, 2023).…”

“…Customer loyalty through customers' desire to come back and make repeat purchases in the future often shows the strength of a company's business (Chou et al, 2023;Ji & Prentice, 2021;Rashid et al, 2020;Tarkang et al, 2023). In industries related to tourism, such as the hotel and restaurant industry, customer loyalty is strongly influenced by perceptions of satisfaction, price fairness, and service quality received by customers (Cakici et al, 2019;Tarkang et al, 2023). Likewise, the customer's desire to return is strongly influenced by the perception of satisfaction and service quality (Park et al, 2019;Rashid et al, 2020).…”

“…Consumers tend to look for benefit packages that can be obtained in various ways. They also have subjective perspectives regarding price discounts, service quality obtained, price perspective, product quality, perceived value, and customer satisfaction (Tarkang et al, 2023). Therefore, it is crucial for business management to comprehend its clients and cultivate enduring relationships with them (Hanaysha & Al-Shaikh, 2022;Li & Xu, 2022).…”