Customer loyalty intentions in broadband internet services
by Rajeswari Murugan; G. Rajendran
International Journal of Business Innovation and Research (IJBIR), Vol. 7, No. 4, 2013

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.

Online publication date: Fri, 27-Dec-2013

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Business Innovation and Research (IJBIR):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com