EXPLORING THE IMPACT OF TRUST ON CUSTOMER LOYALTY IN THE TELECOMMUNICATION INDUSTRY
DOI:
https://doi.org/10.22437/jbsmr.v7i1.28307Keywords:
brand experience, service quality, trust, satisfaction, loyaltyAbstract
This study explores the impact of brand experience, service quality, customer satisfaction, and trust on customer loyalty within the mobile telecommunications sector in Batam City. The participants of this research were residents of Batam who utilized cellular telecommunications services. Data was collected through an online questionnaire via Google Forms, targeting 300 respondents who were customers of mobile telecommunications services. The data analysis revealed several key findings: 1. A significant positive relationship exists between brand experience and customer loyalty. 2. Service quality is strongly linked to customer satisfaction. 3. There is a notable connection between brand experience and customer trust. 4. Customer satisfaction significantly influences customer loyalty.5. Service quality indirectly affects customer loyalty through customer satisfaction. 6. Interestingly, the study found no direct significant relationship between trust and loyalty, nor between brand experience and loyalty when mediated by trust. These results suggest that while brand experience, trust, and customer satisfaction are important factors influencing loyalty, trust does not directly contribute to building customer loyalty, nor does brand experience impact loyalty through trust. Moreover, maintaining high service quality is emphasized as a fundamental requirement for telecommunications service providers. This research provides valuable insights into the dynamics of customer loyalty in the mobile telecommunications context, offering practical implications for businesses in this industry aiming to enhance their customer retention strategies.
Downloads
References
Agarwal, J., & Boora, R. K. (2018). Effects of Service Quality on Customers Satisfaction With Special Reference To Saudi Arabia’S Mobile Telecommunications Industry. VSRD International Journal of Business and Management Research, 8(October), 305. Retrieved from https://www.researchgate.net/publication/328737735
Ahmad, Z., & Hashim, R. (2011). Customer’s Brand Equity and Customer Loyalty: A study on Hotel’s Conference Market. World Applied Sciences Journal, 12, 44–49.
Akin, M. (2016). Impact of Brand Experience Built by GSM Operators in Turkey on Young Consumers’ Brand Loyalty. International Review of Management and Business Research, 51(1), 438–450.
Asiati, D. I., -, W., Umar, H., & Sitinjak, T. (2019). The Effects of Service Quality, Image and Trust on Satisfaction and Its Impact on Syari’ah Bank Customer Loyalty in Palembang. Business and Economic Research, 9(1), 295. https://doi.org/10.5296/ber.v9i1.14205
Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty? Journal of Marketing, 73(3), 52–68. https://doi.org/10.1509/jmkg.73.3.52
Brilliant, M. A., & Achyar, A. (2014). The Impact of Satisfaction and Trust on Loyalty of E-Commerce Customers. ASEAN Marketing Journal, 5(1). https://doi.org/10.21002/amj.v5i1.2175
Devia, A. N., Aisjah, S., & Puspaningrum, A. (2018). the Influence of Brand Experience and Service Quality To Customer Loyalty Mediated By Customer Satisfaction in Starbucks Coffee Malang. Management and Economics Journal (MEC-J), 2(2), 185. https://doi.org/10.18860/mec-j.v0i1.5195
El Naggar, R. A., & Bendary, N. (2017). The Impact of Experience and Brand trust on Brand loyalty, while considering the mediating effect of brand Equity dimensions, an empirical study on mobile operator subscribers in Egypt. The Business and Management Review, 9(2), 16–25. Retrieved from http://www.abrmr.com/myfile/conference_proceedings/Con_Pro_73986/conference_39354.pdf
Hafez, M., & Akther, N. (2017). Determinants of Customer Loyalty in Mobile Telecommunication Industry in Bangladesh. Global Journal of Management and Business Research: A and Management, 17(1), 141–148.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2018). Multivariate Data Analysis (8th Editio). Cengage.
Hilmi, N., & Rachmawati, I. (2018). Factors Influencing Gen Y Loyalty Towards Mobile Service Provider And The Role Of Switching Costs And Alternative Attractiveness In The Value Satisfaction Loyalty Chain. E-Proceeding of Management, 5(3), 3691–3697. Retrieved from https://openlibrarypublications.telkomuniversity.ac.id/index.php/management/article/view/7814%0Ahttps://openlibrarypublications.telkomuniversity.ac.id/index.php/management/article/download/7814/7707
Hossain, M. M., & Suchy, N. J. (2013). Influence of Customer Satisfaction on Loyalty : a Study on Mobile Telecommunication Industry. Journal of Social Sciences, 9(2), 73–80. https://doi.org/10.3844/jsssp.2013.73.80
Hur, W. M., Park, J., & Kim, M. (2010). The role of commitment on the customer benefits-loyalty relationship in mobile service industry. Service Industries Journal, 30(14), 2293–2309. https://doi.org/10.1080/02642060802629877
Hussein, A. S. (2018). Effects of Brand Experience on Brand Loyalty in Indonesian Casual Dining Restaurant: Roles of Customer Satisfaction and Brand of Origin. Tourism and Hospitality Management, 24(1), 1–14. https://doi.org/10.20867/thm.24.1.4
Kotler, & Keller. (2014). Marketing Management Edisi 14, Global Edition. Pearson Prentice Hall.
Kotler, P. T., & Keller, K. L. (2016). Marketing Management (Global Edition) 15th Edition.
Lekobane, K. R., & Selelo, G. B. (2017). Effects of Service Quality on Customers Satisfaction on Botswana’s Mobile Telecommunications Industry. Archives of Business Research, 5(3), 212–228. https://doi.org/10.14738/abr.53.2833
Loke, S.-P., Taiwo, A. A., Salim, H. M., & Downe, A. G. (2011). Service Quality and Customer Satisfaction in a Telecommunication Service Provider. 2011 International Conference on Financial Management and Economics, 11, 24–29.
Mohamad, R., Yulianeu, Haryono, A. T., & Mukeri, M. (2015). Analysis the Effect of Brand Image, Service Quality, Perceived Value on Brand Equity of Mandiri Bank with Brand Loyalty as Intervening Variable.
Moreira, A. C., Da Silva, P. M. F., & Ferreira Moutinho, V. M. (2017). The Effects of Brand Experiences on Quality, Satisfaction and Loyalty: An Empirical Study in the Telecommunications Multiple-play Service Market. Innovar, 27(64), 23–38. https://doi.org/10.15446/innovar.v27n64.62366
Pabla, H., & Soch, H. (2023). Up in the air! Airline passenger’s brand experience and its impact on brand satisfaction mediated by brand love. Journal of Air Transport Management, 107. https://doi.org/10.1016/j.jairtraman.2022.102345
Rehman, A., Ahmed, M. A., Mahmood, F., & Shahid, M. (2014). The Effects of Brand Experience, Satisfaction and Trust on Brand Loyalty: an Empirical Research on the Internet Services of Cellular Companies in Pakistan. International Journal of Management Sciences and Business Research, 3(9), 90–100. Retrieved from http://www.ijmsbr.com/Volume 3 Issue 9 Paper 12.pdf
Reichheld, F., & Sasser, W. E. (1990). Zero Defection: Quality comes to services. Harvard Business Review, 68(5), 105–111. Retrieved from https://hbr.org/1990/09/zero-defections-quality-comes-to-services
Rizomyliotis, I. (2018). Antecedents of Customer Loyalty in the Mobile Telecommunication Market. a Cross-Cultural Investigation. Academy of Marketing Studies Journal, 22(4), 1–10.
Şahin, A., Zehir, C., & Kitapçi, H. (2011). The effects of brand experiences, trust and satisfaction on building brand loyalty; an empirical research on global brands. Procedia - Social and Behavioral Sciences, 24, 1288–1301. https://doi.org/10.1016/j.sbspro.2011.09.143
Sallam, M. A. (2016). The Impact of Brand Image and Corporate Branding on Consumer’s Choice: The Role of Brand Equity. International Journal of Marketing Studies, 8(1), 98. https://doi.org/10.5539/ijms.v8n1p98
Saputra, S. (2019). The Effect of Customer Relationship Management (CRM) on Bank Customer Loyalty through Satisfaction as Mediating Variable: Evidence in Batam, Indonesia. Atlantis Press- Advance in Social Science, Education, and Humanities Research, 306(January 2019). https://doi.org/10.2991/isseh-18.2019.34
Saputra, S., & Natalia, V. M. (2021). Pengaruh Pengalaman Merek, Kepercayaan, Dan Kepuasan Dalam Membangun Loyalitas Pelanggan Telekomunikasi Gsm Di Batam. Jurnal Ilmiah MEA (Manajemen, Ekonomi, Dan Akuntansi), 5(1), 1250–1261.
Sattar, M. U., & Sattar, B. (2012). Customer Satisfaction Affects the Customer Loyalty: Evidence from Telecommunication Sector in Pakistan. Asian Journal of Business Management, 4(3), 252–259.
Zhang, Q., Ariffin, S. K., Richardson, C., & Wang, Y. (2023). Influencing factors of customer loyalty in mobile payment: A consumption value perspective and the role of alternative attractiveness. Journal of Retailing and Consumer Services, 73. https://doi.org/10.1016/j.jretconser.2023.103302
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Suyono Saputra; Yulfiswandi
This work is licensed under a Creative Commons Attribution 4.0 International License.
This work is licensed under a Creative Commons Attribution 4.0 International License.
.png)
