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Determinants of attitudinal loyalty in Nigerian telecom service sector: Does commitment play a mediating role?

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  • Izogo, Ernest Emeka

Abstract

This paper explores the mediating role of commitment in the relationships between service assurance, service reliability and attitudinal loyalty. A quantitative cross-sectional data generated from 138 experienced users of telecommunication services formed the final database. Attitudinal loyalty was found to be a process-based construct that starts from service assurance and proceeds to service reliability and finally to customer commitment and loyalty. The entire process explained 69 per cent of the total variance in attitudinal loyalty. The relationship between service assurance and attitudinal loyalty was insignificant. No support was found for the proposed mediating role of customer commitment in the relationship between service assurance and attitudinal loyalty. In contrast, the relationship between service assurance and attitudinal loyalty was fully mediated by service reliability. Finally, service reliability was both directly and indirectly related to attitudinal loyalty through customer commitment. To attract customers' attitudinal loyalty therefore, services companies especially those within the low-contact service category must deliver reliable services and make efforts to assure customers that their services are reliable. The implications for customer loyalty theory and future research are also discussed.

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  • Izogo, Ernest Emeka, 2015. "Determinants of attitudinal loyalty in Nigerian telecom service sector: Does commitment play a mediating role?," Journal of Retailing and Consumer Services, Elsevier, vol. 23(C), pages 107-117.
    • Handle: RePEc:eee:joreco:v:23:y:2015:i:c:p:107-117
    DOI: 10.1016/j.jretconser.2014.12.010
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    4. Herring Shava, 2021. "Service Quality and Customer Satisfaction Experience among South African Mobile Telecommunications Consumers," Eurasian Journal of Business and Management, Eurasian Publications, vol. 9(3), pages 217-232.
    5. Arnold Japutra & Keni Keni & Bang Nguyen, 2016. "What’s in a university logo? Building commitment in higher education," Journal of Brand Management, Palgrave Macmillan, vol. 23(2), pages 137-152, March.
    6. Srivastava, Mala & Kaul, Dimple, 2016. "Exploring the link between customer experience–loyalty–consumer spend," Journal of Retailing and Consumer Services, Elsevier, vol. 31(C), pages 277-286.
    7. Soren, Anup Anurag & Chakraborty, Shibashish, 2024. "Adoption, satisfaction, trust, and commitment of over-the-top platforms: An integrated approach," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    8. Hugo Ribeiro & Belém Barbosa & António C. Moreira & Ricardo Rodrigues, 2024. "A closer look at customer experience with bundle telecommunication services and its impacts on satisfaction and switching intention," Journal of Marketing Analytics, Palgrave Macmillan, vol. 12(3), pages 668-686, September.
    9. Rodríguez-Rad, Carlos & Sánchez del Rio-Vázquez, María-Elena, 2023. "The relevance of participation Behavior, organizational Commitment, and attitudinal loyalty to the management of professional associations," Journal of Business Research, Elsevier, vol. 154(C).

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