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| Tekijä: | Magin, S. (et al.) |
| Otsikko: | The impact of brand personality and customer satisfaction on customer's loyalty: Theoretical approach and findings of a causal analytical study in the sector of internet service providers |
| Lehti: | Electronic markets
2003 : VOL. 13:4, p. 294-308 |
| Asiasana: | Brands Marketing Customers Consumer satisfaction Loyalty Telecommunication Internet Service Models |
| Kieli: | eng |
| Tiivistelmä: | For the past years, companies within the telecommunication and media industry have been operating within the environment of digital convergence. The development implies a need for change in the strategic alignment, a change away from transaction towards relationship orientation understanding loyal customers as an asset. In many contexts, customer satisfaction is regarded as the key to customer loyalty. However, this relationship is influenced by several other variables, such as the congruent perception of a brand's personality and customer's self-concept etc. This paper examines the relationships btw. those constructs and provides a structural equation model with latent variables for modelling these complex relationships. The postulated relationships are examined simultaneously in two distinct groups. A survey of 241 adult Internet Service Providers (or ISP) customers provided data for the analysis. The results reveal the existence of different segments in the ISP market. |
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