Title: An empirical model of customer loyalty in the Jordanian Mobile Telecommunications Market

Authors: Mamoun N. Akroush, Samer M. Al-Mohammad, Majdy I. Zuriekat, Bayan N. Abu-Lail

Addresses: Talal Abu-Ghazaleh Graduate School of Business Administration, The German-Jordanian University-Jordan, P.O. Box 921951, Amman 11192, Jordan. ' Faculty of Business Administration, Department of Marketing, Mutah University, P.O. Box 7, Karak 61710, Jordan. ' Talal Abu-Ghazaleh Graduate School of Business Administration, The German-Jordanian University-Jordan, P.O. Box 921951, Amman 11192, Jordan. ' AL Hilal Drug Store, Regulatory Affairs Manager, P.O. Box 203, Amman 111947, Jordan

Abstract: The purpose of this research was to empirically examine a model of customer loyalty antecedents in the context of Jordanian Mobile Telecommunications Market (JMTM). A structured questionnaire was distributed to a sample of 1000 mobile subscribers in JMTM from which 756 were valid for the analysis. Structural path analysis empirical findings underlined that customer loyalty in JMTM is a multi-dependent concept affected, respectively, by customer satisfaction, trust, perceived switching costs and perceived service quality. In addition to being the first study of its kind in Jordan, the paper|s contribution stems from fulfilling the research gap in examining the simultaneous effect of perceived service quality, customer satisfaction, trust and perceived switching costs on customer loyalty.

Keywords: perceived service quality; customer satisfaction; customer trust; perceived switching costs; mobile telecommunications; customer loyalty; Jordan; mobile communications.

DOI: 10.1504/IJMC.2011.037956

International Journal of Mobile Communications, 2011 Vol.9 No.1, pp.76 - 101

Published online: 07 Jan 2011 *

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