Revisiting Customer Loyalty in Telecom Sector: Insights from Oliver Four- Stages Loyalty Model and Principles of Reciprocity

Rana Muhammad Shahid Yaqub, Fairol Halim


This paper is based on analyzing the impact of customer perceptions towards various antecedents of loyalty. Study proposed a research framework derived from Oliver 4 stage model of customer loyalty supported by fairness theory and Principles of Reciprocity. Various determents of loyalty like perceived service quality, perceived price fairness, perceived justice in service recovery ,relational bonds, customer satisfaction and corporate image have been analyzed to find the differences in perceptions between stayers and switchers profiles. A Proposed methodology is developed at the end of the paper for the assistance of researchers in future research. Dearth of studies has analyzed the differences in perceptions towards various antecedents of loyalty in customer profiles. Apart from the literature gap, this study has also highlighted the practical and theoretical implications with respect to customer loyalty across different customer profiles in telecom sector.

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