Conceptualizing Loyalty in the South African Mobile Telecommunications Industry

Conceptualizing Loyalty in the South African Mobile Telecommunications Industry

Krishna K Govender

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Simon Nicolas Morgan

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Regenesys Business School

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Abstract

This paper explores the concept of loyaltyin the context of the South African telecommunications industry. From a theoretical investigation, it became apparent that several variables were associated with loyalty, namely, customer satisfaction, brand image, perceived quality and perceived value. Based on the theoretical arguments, a conceptual model is being proposed which depicts proposed associations between and among the aforementioned variables. As a follow up, the model should be assessed using inferential statistical techniques to analyse the data from a representative sample of customers.

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Funding

No external funding was declared for this work.

Conflict of Interest

The authors declare no conflict of interest.

Ethical Approval

No ethics committee approval was required for this article type.

Data Availability

Not applicable for this article.

How to Cite This Article

Krishna K Govender. 2017. \u201cConceptualizing Loyalty in the South African Mobile Telecommunications Industry\u201d. Global Journal of Management and Business Research - E: Marketing GJMBR-E Volume 16 (GJMBR Volume 16 Issue E6).

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GJMBR Volume 16 Issue E6

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Journal Specifications

Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

Keywords

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Classification

GJMBR-E Classification JEL Code: M31

Submission ReceivedDecember 8, 2015
Peer Review Double Blind
Handling Editor
Accepted January 1, 2016
Published January 15, 2016

Version of record

v1.2

Issue date

January 30, 2017

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Article Matrices

Total Score: 102

Country: South Africa

Subject: Global Journal of Management and Business Research - E: Marketing

Authors: Simon Nicolas Morgan, Krishna K Govender (PhD/Dr. count: 0)

View Count (all-time): 164

Total Views (Real + Logic): 3577

Total Downloads (simulated): 1762

Publish Date: 2017 01, Mon

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Total Views: 3577

Total Downloads: 1762

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