Brand Loyalty and its antecedents. A study on Indian Cellular Services Industry

      Аннотация: The Mobile market in India is very robust and is the second largest mobile telecom market in the world, adding nearly 20million subscribers every month.With up to 12 competing operators in a circle, the tariffs in India are the lowest as compared to global benchmarks. In such a hyper-competitive scenario service providers make an all out effort to attract and retain customers. There is an ongoing effort from the service providers to improve the service and enhance customer delight. Even though the literature on customer satisfaction is normally related to customer loyalty, a formal model explaining the steps between customer satisfaction and customer loyalty is missing. There are evidences that despite favorable customer satisfaction, companies are losing important buyers of their products and services everyday. If there is no straight forward relationship between customer satisfaction and customer loyalty, then what is there in the middle? The present study will address these primary issues.This book is helpful for academecians,Scholars and students.

Ключевые слова: Service Providers, Brand Loyalty, customer satisfaction, Switching Costs, Telecom Industry.