An Empirical Investigation of Customer Loyalty in Telecommunication Industry in Albania

Abstract

This article wants to give an insight in the construct of loyalty in the telecommunication industry. The purpose is to create an instrument of measuring customer loyalty and explore the relationship between different variables and customer loyalty in the mobile market in Albania as there are no prior studies like this. It aims to explore the relationship between the construct of service quality, customer satisfaction and organization image and seeks to analyze their role as antecedents of customer loyalty.The data are collected from mobile subscribers of different mobile companies operating in Albania through a self-administered questionnaire. The information is analyzed using factor analysis. Structural equation modeling is used to test the hypothesis. The findings confirm that service quality, customer satisfaction and organization image are factors which have a significant impact on each-other and have important contribution to the strengthening of customer loyalty in the telecommunication industry in Albania. Implications for marketers of mobile companies and implications for future research are also discussed.

DOI: 10.5901/mjss.2015.v6n1s1p224