IDEAS home Printed from https://ideas.repec.org/a/ids/ijpmbe/v3y2013i4p494-510.html
   My bibliography  Save this article

A three-dimensional approach to customer retention in mobile phone services

Author

Listed:
  • Rajeswari Murugan
  • G. Rajendran

Abstract

The purpose of this article is to deploy a three-dimensional approach in identifying customer retention strategies in the mobile phone services sector. The behavioural and the attitudinal approach measure the behavioural intention and the attitudinal intention of loyalty. The relational approach measures the effectiveness of building trust and commitment leading to favourable loyalty intentions. Customer satisfaction, perceived quality, trust, commitment, behavioural, and attitudinal intentions are the constructs used in the model in measuring loyalty leading to retention. Structural equation modelling has been used to test the relationship among the variables. Convenience sampling technique has been used to collect the data. A sample of 250 respondents was selected for the analysis from mobile phone users in an Indian city. The study finds that affective commitment plays a key role in establishing strong behavioural and attitudinal intentions that influence loyalty.

Suggested Citation

  • Rajeswari Murugan & G. Rajendran, 2013. "A three-dimensional approach to customer retention in mobile phone services," International Journal of Process Management and Benchmarking, Inderscience Enterprises Ltd, vol. 3(4), pages 494-510.
    • Handle: RePEc:ids:ijpmbe:v:3:y:2013:i:4:p:494-510
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=58271
    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:ijpmbe:v:3:y:2013:i:4:p:494-510. 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=95 .

    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.