مقالههای 1Huma Shakir and 1Imran Qureshi
توجه: محتویات این صفحه به صورت خودکار پردازش شده و مقالههای نویسندگانی با تشابه اسمی، همگی در بخش یکسان نمایش داده میشوند.
اطلاعات انتشار: World Applied Sciences Journal، بيست و هشتم،شماره۴، ۲۰۱۳، سال ۰
تعداد صفحات: ۱۵
The vanguard of the marketing concerns is upshot of the concentrated regulations, intense price competition reducing customer loyalty and propelling customer retention. The function of customer retention in switching cost is postulated, but has not been investigated to scrupulous empirical testing. Therefore the switching cost as the most contemporary issue in social sciences is used in this study to explain the behavior of customers. The present research explains the conceptual framework of switching cost as dependant variable with six independent variables quality, satisfaction, loyalty, retention, recommendations and repurchase. The simple random sampling was done to select the sample of 200 respondents with different demographic characteristics, from different cities of Pakistan. The data was collected on self administered questionnaires based on mobile telecommunication industry. The descriptive statistics and regression analysis showed the quality and recommendations as the most influencing factors of switching cost. The customers show loyalty and retention to the services of telecom industry when expected quality is provided. The Cron batch Alpha shows the reliability of items tested for switching cost. The study attempts to address the refining and conceptualization of switching costs as an imperative element in marketing to understand the behavior of customers in developing countries. The results provide a deep insight of consumer behaviour and their preferences which reduces and eliminates the chances of switching to other services in telecom industry. The mechanism is suggested for the marketing managers to develop an effective strategy for the retention of customers.
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