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Customer loyalty intentions in broadband internet services

Author

Listed:
  • Rajeswari Murugan
  • G. Rajendran

Abstract

Customer retention is a buzzword in all types of services. This study aims at identifying the factors that influence customers' loyalty intentions in broadband internet services. Survey methodology is adopted for collecting data through convenience sampling technique. The relationship between commitment, satisfaction, perceived service quality, and customer loyalty intentions has been empirically tested. The findings support that perceived service quality and overall satisfaction are the drivers of commitment. The results show that the loyalty intentions of repurchase, favourable word-of-mouth, and advocacy are influenced by affective and calculative commitment. The findings show that relationship oriented loyalty strategies can yield better results in retaining customers.

Suggested Citation

  • Rajeswari Murugan & G. Rajendran, 2013. "Customer loyalty intentions in broadband internet services," International Journal of Business Innovation and Research, Inderscience Enterprises Ltd, vol. 7(4), pages 487-503.
    • Handle: RePEc:ids:ijbire:v:7:y:2013:i:4:p:487-503
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