Using empirical data from the Kuwaiti mobile telecommunications sector, this study models a fuzzy cognitive map (FCM) to investigate the reciprocal effects of customer loyalty and its antecedents in an emerging market context. This study investigates the effect of perceived service quality, perceived service value and brand equity on customer loyalty and the simultaneous analysis of the reverse causality of these variables. Data pertaining to 350 subscribers were analysed. According to the results, the model reaches the equilibrium when brand equity and customer loyalty are increased and reach an optimal level. Based on these findings, the authors provide implications for managers in the mobile telecom industry.
Bibliographical noteThis is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Strategic Marketing on 24/09/2018, available online: http://www.tandfonline.com/10.1080/0965254X.2018.1479720
- Fuzzy logic
- customer loyalty
- brand equity
- service quality
- service value
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- Brighton Business School - Senior Lecturer
- Centre for Change, Entrepreneurship and Innovation Management