Customer loyalty intentions in indian mobile and broadband internet services

Abstract

The private operators entered into the telecom sector through paging service and value added services in 1992 Taking advantage of the liberal economic environment the telecom sector has undergone a dramatic change in the growth of the telephone subscriptions leading to inclusive development in the country The study has found satisfaction perceived service quality trust and affective commitment to be the key drivers of loyalty The study suggests appropriate loyalty strategies to the service providers from the customers perspective based on the findings The study has deployed the behavioral attitudinal and relational approach to measure loyalty The relational approach has been incorporated into the study by measuring trust based commitment leading to favorable behavior and attitude of the customer in reinforcing loyalty This attempt adds value to the marketing literature