Antecedents of brand loyalty: an empirical study in mobile telecom sector

Telecom market is one of the most competitive, dynamic and fiercely battled arena worldwide and India is no exception to it. A lot of money is being spent on technologies to stop the defection and churn; still marketers have an extremely important role in creating and retaining loyal set of customers. The new competitive landscape is characterised by increased complexity and dynamism. Traditionally, customer satisfaction has been understood to be the key to have loyal set of customers. However, there are several variables apart from the customer satisfaction which directly or indirectly affect the brand loyalty. This study aims at identifying the variables other than customer satisfaction to arrive at a testable model. The relationship between the identified constructs is analysed by using structural equation modelling to unearth these complex relationships. The results provide important insights for creating brand loyalty for practitioners as well as implications to stimulate the future research in this exciting battle ground.