Determinants of attitudinal loyalty in Nigerian telecom service sector: Does commitment play a mediating role? |
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| Institution: | 1. Department of Marketing Fairfield University Fairfield, CT 06825, USA;2. Department of Marketing and Finance Frostburg State University, Frostburg, MD 21532, USA;1. Department of Economics, University of Alberta Edmonton, Alberta, Canada T6G 2H4;2. Department of Economics, University of Waterloo, Ontario, Canada N2L 3G1;1. University of Orléans, VALLOREM Lab, Orléans, France;2. University of Lille 2 (Institute of Retail Marketing and Management—IMMD), The LSMRC Lab (Université de Lille-Skema Business School), Roubaix, France;1. Lee Kuan Yew School of Public Policy in National University of Singapore, Singapore;2. The Department of Policy Research in Korea Engineering & Consulting Association, Seoul, South Korea;3. Technology of Management, Economics, and Policy Program in Seoul National University, 1 Gwanak-ro, Bldg.37, RM 312, Gwanak-gu, Seoul, South Korea |
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| 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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| Keywords: | Service assurance Service reliability Customer commitment Attitudinal loyalty Telecom services Nigeria |
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