Antecedents of customer loyalty in the mobile telecommunication market. A Cross-Cultural Investigation

The purpose of this paper is to develop and test a multi-level model on the antecedents of customer loyalty using empirical data from the UAE mobile telecommunication sector. The authors attempt to investigate the simultaneous effect of perceived service quality, perceived value, customer satisfaction and trust on customer loyalty. The research used a quantitative research method and adopts a cross-cultural, multi-group approach. Data pertaining to 374 subscribers were collected via a survey with questionnaire and were analysed to examine the above-mentioned interactions. According to results all tested variables had a significant positive effect on loyalty, except perceived value. Trust was found to best predict customer loyalty. Based on these findings, the authors suggest implications for managers with a view to improving performance of service provision in the mobile telecom industry.