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| Received
07-Jan-2013 |
Accepted
- |
Published
07-Jan-2013 |
Abstract
This research has proposed a conceptual
framework to investigate the effects of customers’
perceived service quality, trust, and customer
satisfaction on customer loyalty. To test the
conceptual framework, structural equation modeling
(SEM) has been used to analyze the data collected
from 304 customers of a major private
telecommunication company operating in Sagar. The
results of the study indicate that trust and customer
satisfaction are significantly and positively related to
customer loyalty. Customer satisfaction has found to
be an important mediator between perceived service
quality and customer loyalty. A clear understanding
of the postulated relationships among the studied
variables might encourage the mobile service
provider(s) to figure out appropriate course of action
to win customers’ trust by providing better services
in order to create a loyal customer base.
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