IDEAS home Printed from https://ideas.repec.org/a/ids/ijicbm/v3y2010i1p1-22.html
   My bibliography  Save this article

Antecedents of brand loyalty: an empirical study in mobile telecom sector

Author

Listed:
  • Kanwal Kapil
  • Sheeba Kapil

Abstract

Telecom market is one of the most competitive, dynamic and fiercely battled arena worldwide and India is no exception to it. A lot of money is being spent on technologies to stop the defection and churn; still marketers have an extremely important role in creating and retaining loyal set of customers. The new competitive landscape is characterised by increased complexity and dynamism. Traditionally, customer satisfaction has been understood to be the key to have loyal set of customers. However, there are several variables apart from the customer satisfaction which directly or indirectly affect the brand loyalty. This study aims at identifying the variables other than customer satisfaction to arrive at a testable model. The relationship between the identified constructs is analysed by using structural equation modelling to unearth these complex relationships. The results provide important insights for creating brand loyalty for practitioners as well as implications to stimulate the future research in this exciting battle ground.

Suggested Citation

  • Kanwal Kapil & Sheeba Kapil, 2010. "Antecedents of brand loyalty: an empirical study in mobile telecom sector," International Journal of Indian Culture and Business Management, Inderscience Enterprises Ltd, vol. 3(1), pages 1-22.
    • Handle: RePEc:ids:ijicbm:v:3:y:2010:i:1:p:1-22
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=29526
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:ijicbm:v:3:y:2010:i:1:p:1-22. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=235 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.