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Conceptualizing Loyalty in the South African Mobile Telecommunications Industry
Simon Nicolas Morgan, Krishna K Govender
Volume 16 Issue 6
Global Journal of Management and Business
Volume 16 Issue 6
Global Journal of Management and Business
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.
