RELATIONSHIP COMMITMENT, RELATIONAL EQUITY AND COMPANY IMAGE IN CUSTOMER LOYALTY DEVELOPMENTReportar como inadecuado




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Economic research - Ekonomska istraživanja, Vol.25 No.2 June 2012. -

This paper explores the relationship

between customer loyalty and its

seldom researched antecedents:

relationship commitment,

relational equity and company image. The

proposed conceptual model is tested with

data gained from customers of mobile

telephone operators. The results show that

relationship commitment and relational

equity have a statistically significant

positive influence on customer loyalty. In

addition, the results of hierarchical multiple

regression analysis reveal that the number

of different mobile operators a person uses

is not related to customer loyalty when

relationship commitment, relational equity

and company image are included in the

model. Drawing on the results, the paper

offers implications for managing customer

loyalty.

customer loyalty; relationship commitment; relational equity; company image; telecommunications



Autor: JASMINA DLAČIĆ - VESNA ŽABKAR -

Fuente: http://hrcak.srce.hr/



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