THE MEDIATING ROLES OF COMMITMENT, SWITCHING COSTS AND CORPORATE IMAGE ON SATISFACTION, TRUST AND CUSTOMER LOYALTY

摘要

In a matured service market, such as telecommunications, customer churn is becoming increasingly common. The high churn rates adversely affect mobile telecom operators because they stand to lose a great deal in price premium, decreasing profits levels and a possible loss of referrals from continuing service customers. In the context of such an intensifying competition in the telecom sector, there is renewed interest in customer retention, because obtaining and serving new customers are costly than existing ones; therefore, it makes sense to retain the existing customers. Companies recognize the relevance of maintaining a solid base of loyal customers for long-term survival, growth and financial performance.