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PERCEIVED VALUE, SERVICE QUALITY, …
Serbian Serbian Journal of Management 7 (1) (2012) 25 - 36 Journal of Management PERCEIVED value , SERVICE quality , CORPORATE. IMAGE AND CUSTOMER loyalty : EMPIRICAL ASSESSMENT FROM PAKISTAN. Muhammad Ishtiaq Ishaqa*. aScholar of MBA (Honors), Department of Management Sciences, Global Institute Lahore (Pakistan). (Received 12 June 2011; accepted 28 October 2011). Abstract Today's economy is becoming extremely SERVICE -oriented, changing the paradigm of marketing research towards services (Carrillat, Jaramillo, & Mulki 2007). Corporate image, PERCEIVED value and SERVICE quality have got paramount significance among researchers interested in customer retention strategies. In view of that, this study aimed to determine the antecedents of customer loyalty in telecommunication sector of Pakistan. Data were collected from mobile phones users through questionnaire-based survey and stepwise regression was applied to test the study hypotheses.
1. INTRODUCTION Customer loyalty is considered as the foundation of competitive advantage and has strong influence on company’s performance (Rust et al., 2000).
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