Effects of the triadic relationship among customers, service providers and the government on brand loyalty in mobile telecommunications industry

This research investigates the interactions of customers, service providers and government - three principle groups of forces in the market - in how customers' loyalty can be influenced. The study was carried put in the context of mobile telephony services. Under the regulatory environment controlled by government through regulations and policies, companies provide service quality, promotions and create switching barriers; especially, switching barriers can be affected by the other two constructs, i.e. promotions (through switching costs) and service quality. On the other hand, customers' habits influence social ties, and both of them are associated with switching cost in switching barriers. Customer satisfaction is an important antecedent of customer attitudinal and behavioural loyalty - the resultants of this study. Service quality directly impacts customer satisfaction and as a result, both types of loyalty. Switching barriers are directly related to attitudinal and behavioural loyalty. Customers' habits are also associated with behavioural loyalty. Customer loyalty, therefore, is the end result from triadic interactions among subscribers, companies and government. This study can provide insights of customer behaviour in the telecommunications market and can help service operators to establish strategies to develop their loyal customer base