Antecedents of attitudinal loyalty in a telecom service sector: the Nigerian case
Antecedents of attitudinal loyalty in a telecom service sector: the Nigerian case
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DOI：
10.1108/ijqrm-06-2014-0070
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发表时间：
2016-05
影响因子：
2.5
通讯作者：
E. Izogo
中科院分区：
文献类型：
--
作者：
E. Izogo
目的--尽管对客户忠诚的益处进行了很好的研究和理解，但对客户态度忠诚是如何演变的缺乏一个明确的解释。不同背景下的文化差异也被认为限制了对忠诚的普遍和主导前因的寻找。由于尼日利亚文化具有很高的集体主义排名，本文的目的是探索尼日利亚电信市场中态度忠诚的影响因素。设计/方法/方法--本研究基于从138名尼日利亚有经验的电信服务用户中获得的调查数据。使用克朗巴赫α内部一致性测量检查横断面数据的内部一致性，而在进行了一系列验证测试以确保没有违反回归假设之后，使用多元回归技术对提出的假设进行检验。调查结果表明，服务可靠性和客户成本是最重要的。
Purpose – Although the benefits of customer loyalty are well researched and understood, a clear explication of how customer attitudinal loyalty evolves is lacking. Cultural discrepancies across contexts are also argued as restraining the search for universal and dominant antecedents of loyalty. As a result of the high collectivistic ranking of the Nigerian culture, the purpose of this paper is to explore the antecedents of attitudinal loyalty within the Nigerian telecom market. Design/methodology/approach – This study is based on survey data obtained from 138 informants who are experienced users of telecommunication services in Nigeria. The cross-sectional data were examined for internal consistency using Cronbach α internal consistency measure whereas the proposed hypotheses were tested using a multiple regression technique after conducting series of validation tests to ensure that none of the assumptions of regression was violated. Findings – The results indicate that service reliability and customer co...