Applying FCM to Predict the Behaviour of Loyal Customers in the Mobile Telecommunications Industry

Ioannis Rizomyliotis; Athanasios Poulis; Apostolos Giovanis; Kleopatra Konstantoulaki; Ioannis Kostopoulos

doi:10.1080/0965254X.2018.1479720

Applying FCM to Predict the Behaviour of Loyal Customers in the Mobile Telecommunications Industry

Ioannis Rizomyliotis, Athanasios Poulis, Apostolos Giovanis, Kleopatra Konstantoulaki, Ioannis Kostopoulos

University of Brighton

Research output: Contribution to journal › Article › peer-review

Abstract

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.

Original language	English
Pages (from-to)	1-15
Number of pages	15
Journal	Journal of Strategic Marketing
Volume	28
Issue number	1
DOIs	https://doi.org/10.1080/0965254X.2018.1479720
Publication status	Published - 24 Sept 2018

Bibliographical note

This 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

Keywords

Fuzzy logic
customer loyalty
brand equity
service quality
service value

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10.1080/0965254X.2018.1479720

FINAL_Revised_Manuscript_Applying-FCM-Rizomyliotis_proofread.pdfAccepted author manuscript, 271 KBLicence: Unspecified

Cite this

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abstract = "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.",

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AU - Poulis, Athanasios

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AU - Konstantoulaki, Kleopatra

AU - Kostopoulos, Ioannis

N1 - This 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

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Applying FCM to Predict the Behaviour of Loyal Customers in the Mobile Telecommunications Industry

Abstract

Bibliographical note

Keywords

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