Factors influencing consumer loyalty towards 3G mobile data service providers: evidence from Ghana

Abstract

collected from 235 third-generation MDS users. Findings from our partial least square–structural equation modelling analysis indicated that the effects of service quality on trust and satisfaction were significant, subsequently impacting loyalty. Interestingly, our results showed a significant effect of corporate image on trust, but not on satisfaction and loyalty. Our results should help MDS providers by improving strategies on customer retention and loyalty in order increase their market share and profitability. © 2016 Informa UK Limited, trading as Taylor & Francis Group.