How value and trust influence loyalty in wireless telecommunications industry
How value and trust influence loyalty in wireless telecommunications industry
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DOI：
10.1016/j.telpol.2012.04.012
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发表时间：
2012-09-01
影响因子：
5.6
通讯作者：
Pihlstrom, Minna
中科院分区：
文献类型：
--
作者：
Karjaluoto, Heikki;Jayawardhena, Chanaka;Pihlstrom, Minna
尽管在增强客户服务体验方面进行了大量投资，但长期客户忠诚度仍然是许多服务提供商难以实现的梦想。特别是在电信行业，即使是从连续合同关系中转换供应商也很容易，公司也很难留住客户。信任和价值被认为是长期关系的基石，所以以前关于关系年龄和使用水平如何影响价值，信任和忠诚度的研究可能是令人惊讶的。目前的研究是在电信服务领域，并借鉴了在芬兰进行的大规模调查。研究结果支持的论点，即感知价值与忠诚度呈正相关，信任介导的关系。令人惊讶的是，在电信行业，不断增长的关系年龄和使用水平既没有加强价值和忠诚度，也没有加强信任和忠诚度之间的联系。这一结果可以用竞争激烈的移动的电信部门的独特特征来解释，并证实了这样一种观点，即如果没有重视长期客户的战略，从而与新客户建立信任，忠诚度就不会有回报。(C)2012爱思唯尔有限公司保留所有权利。
Despite making significant investments in enhancing the customer service experience, long-term customer loyalty remains an elusive dream for many service providers. Particularly in the telecommunications industry, switching providers even from within continuous contract relationships is easy and companies struggle to retain their customers. Trust and value are considered cornerstones of long-term relationships, so it is perhaps surprising that previous research on how relationship age and usage level actually affect value, trust and loyalty is inconclusive. The current research is set in the telecommunications services field and draws on a large-scale survey undertaken in Finland. The findings support the contention that perceived value relates positively to loyalty, and that trust mediates that relationship. Surprisingly, in the telecommunications industry, increasing relationship age and usage level strengthen neither value and loyalty nor the links between trust and loyalty. The results may be explained by the unique characteristics of the highly competitive mobile telecommunications sector, and confirm the view that loyalty does not pay without strategies that value long-term customers and thereby build trust with new customers. (C) 2012 Elsevier Ltd. All rights reserved.