What influences customer loyalty with Dutch mobile phone providers

Abstract

The aim of this thesis is to determine what influences customer loyalty with Dutch mobile phone providers.

The results of this research may help mobile phone providers in the future. This includes attracting new customers and to keep the current customers loyal. Mobile phone providers could use this information to better understand which attributes influence customer loyalty. Hereby they could adapt their strategy to the more important attributes.

Research revealed that customer satisfaction has the most influence on customer loyalty in the Dutch mobile phone industry. Perceived uniqueness and corporate image were also supported to have influence on customer loyalty. Furthermore, price and perceived quality have influence on customer satisfaction. Hence, price and perceived quality have influence on customer loyalty through customer satisfaction. Moreover, research showed that customer satisfaction has a positive influence on corporate image.