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Inventi Impact - Business Research & Reviews

Articles

  • Inventi:mbr/148/14
    THE STUDY OF FACTORS THAT EFFECT ON CUSTOMER LOYALTY
    Masoud Zavarei

    Service quality, switching barriers and brand image are the major antecedents of customer loyalty and loyal customers may buy more and accept higher prices. Based on the theoretical model, a comprehensive set of hypotheses were formulated and a methodology for testing them was outlined. These hypotheses were tested empirically by questionnaires to demonstrate the applicability of the theoretical model. The results indicate that service quality, switching barriers and brand image are separate constructs that combine to determine the loyalty, with service quality and switching barriers exerting a stronger influence than brand image. Finally hypotheses H1, H2 were supported, while hypothesis H3 was rejected.

    How to Cite this Article
    Cite this article as: Masoud Zavarei. The Study of Factors that Effect on Customer Loyalty. Inventi Impact: Business Research & Reviews, 2014(4):188-190, 2014.
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