PERCEIVED VALUE, SERVICE QUALITY, CORPORATE IMAGE AND CUSTOMER LOYALTY: EMPIRICAL ASSESSMENT FROM PAKISTAN

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. The study helps the management of telecommunication companies to develop customer oriented strategies. Providing insights regarding relative importance of corporate image, perceived value and service quality for building customer loyalty this research is first of its kind in telecommunication sector of Pakistan.