Satisfaction and Inertia Influence on Loyalty (Case study: Mobile Phone)

Subject Areas : Jounal of Marketing Management

F. Khajouei ¹ , Sh. Nayebzadeh ²

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Received: 2013-08-19 Accepted : 2013-08-19 Published : 2013-07-23

Keywords: loyalty, Satisfaction, Inertia, Switching barriers, Trust, commitment, Mobile phone,

Abstract :

The purpose of this study was to investigate the effect of five antecedents, satisfaction, inertia, switching barriers, trust and commitment as independent variables on customer loyalty. This research studied on mobile phone industry. The method of this study was applied in terms of aim and correlation in terms of method. A total of 379 valid responses were collected out of the 400 distributed between students of Islamic Azad University of science and research in Tehran, A stratified sampling technique was used; and the samples were randomly drawn from each group. This study employed structural equation modeling to test the hypothesized relationships and used LISREL 8.30 software; SPSS 12.0 software was used for the frequency analysis and the reliability test; the results show that satisfaction and inertia have a significant effect on loyalty. While, the effect of switching barriers, trust and commitment were not supported. In line with the results of this study could be due to provide useful information in the field of relationship marketing and services, will be valuable for researchers and marketers; Moreover, The results offered suggestions for more improved and effective in this fields.