What is it about?
Customer loyalty is increasingly being recognized by businesses as a key path to long-term business growth and profitability. Customer loyalty is a broad concept but due to the immense benefits and consequence of achieving customer loyalty, it has become necessary to understand the different dimensions of customer loyalty such as its nature, antecedents and moderators. Drawing from an understanding of the different internal and external psychological process involved in consumer’s behavior, this study correspondingly develop implicit-explicit loyalty model grounded on formative specification of Oliver (1999) four-stage sequential loyalty framework.
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Why is it important?
This study is among the first to identify and appreciate other factors that significantly control the relationship between implicit and explicit customer loyalty in the telecommunication industry from a developing economy perspective. While such a study will be significant in both developed and developing markets, its urgency seems greater for developing economy due to the limited available empirical knowledge on the subject. In terms of methodology, the paper adds to our knowledge in the application of Partial Least Square-Structural Equation Modelling (PLS-SEM) in the marketing literature by providing empirical knowledge on the analysis of structural models involving formative constructs employing PLS-SEM approach, which is an emerging technique that practicing researchers need to be familiar with.
Perspectives
This paper offers significant implication which should help brand managers become more effective especially in the telecommunication industry. The results of the study support previous study that satisfaction, trust and brand image play significant moderating roles as far as the relationship between implicit and explicit brand loyalty are concern. The implication therefore is that, consumer complaints should be regarded as an important avenue to generating consumer feedback on service failure and other areas of service delivery that are likely to suggest mistrust, unfairness and a sense of deception on the part of service providers. Also for customer satisfaction and brand image, firms should develop strategies and train their frontline staff to deliver efficient services to increase customer satisfaction and build good perception of the brand.
Mr Eric Yeboah-Asiamah
University of Ghana
Read the Original
This page is a summary of: Implicit and explicit loyalty: the role of satisfaction, trust and brand image in mobile telecommunication industry, International Journal of Business and Emerging Markets, January 2016, Inderscience Publishers,
DOI: 10.1504/ijbem.2016.073402.
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