Authors: Rajeswari Murugan; G. Rajendran
Addresses: Department of Management Studies, Anna University, Guindy campus, Chennai, 600025, India ' Department of Management Studies, Anna University, Guindy campus, Chennai, 600025, India
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.
Keywords: customer loyalty; customer retention; customer satisfaction; perceived service quality; commitment; repurchase; word-of-mouth; advocacy; customer intentions; broadband internet services; broadband services.
International Journal of Business Innovation and Research, 2013 Vol.7 No.4, pp.487 - 503
Received: 08 May 2021
Accepted: 12 May 2021
Published online: 09 Jun 2013 *