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Title: The driving forces of customer loyalty : a study of Internet service providers in Hong Kong
Authors: Cheng, TCE 
Lai, LCF
Yeung, ACL 
Keywords: Corporate image
Customer loyalty
Customer satisfaction
Service quality
Issue Date: Oct-2008
Publisher: IGI Global
Source: International journal of e-business research, Oct/Dec. 2008, v. 4, no. 4, p. 26-42 How to cite?
Journal: International journal of e-business research 
Abstract: In this study we examine the driving forces of customer loyalty in the broadband market in Hong Kong. We developed and empirically tested a model to examine the antecedents of customer loyalty towards Internet service providers (ISPs) in Hong Kong. Structural equation modeling (SEM) was used to evaluate the proposed model. A total of 737 valid returns were obtained through a questionnaire survey. The results show that customer satisfaction, switching cost, and price perception are antecedents that lead directly to customer loyalty, with customer satisfaction exerting the greatest influence. Although we found that service quality significantly influences customer satisfaction, which in turn leads to customer loyalty, we did not find a direct relationship between service quality and customer loyalty. Our results also reveal that corporate image is not related to customer loyalty. Our empirical investigation suggests that investing huge resources in building corporate image can indeed be a risky strategy for ISPs.
ISSN: 1548-1131
Rights: This paper appears in International Journal of E-Business Research authored by T. C. E. Cheng, L. C. F. Lai and A. C. L. Yeung Copyright 2008, IGI Global, Posted by permission of the publisher.
Appears in Collections:Journal/Magazine Article

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