The Relationships among Service Quality and e-Marketing with Trust and Loyalty to Brands of Mobile Telephone Operators in Kosovo

• 발행기관: 한국유통과학회
• 저자명: Fatos UKAJ Vjosa MULLATAHIRI
• 간행물 정보: 『유통과학연구(JDS)』제17권 제10호, 27~39쪽, 전체 13쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2019.10.30

영문 초록

Purpose - This study explores the relationships between e-Marketing and perceived service quality with brand trust and loyalty towards the brand of mobile telephone operators in Kosovo. Research design, data, and methodology - The conceptual model of four constructs was developed, while each construct consisted of the set of variables measured by using five-point Likert scale. The primary data was collected via an online survey through SurveyMonkey, distributed via Facebook and email. The collected data were cleaned, validated and tested for its consistency through Cronbach s Alpha; ensured that five assumptions of multiple linear regression are met. To assess the relationships between outcome variable and dependent variables of the model, performed the bivariate correlation, simple, multiple linear and hierarchical regression. Results - Perceived service quality has a positive significant effect on brand trust and loyalty. e-Marketing presents moderating direct effect on brand loyalty, and slightly higher effect through brand trust of the mobile telephone operators in Kosovo. Conclusions - The perceived service quality and brand trust are key determinants in achieving brand loyalty in telecommunication industry, followed by e-Marketing as means to creating expectations, delivering on promise to meet customers perceptions for service quality with a purpose of building trust, that leads to loyalty towards the brands of mobile operators in Kosovo.

목차

Abstract

1. Introduction

2. Literature Review

3. Hypotheses and Research model

4. Methodology and Summary Statistics

5. Conclusion

References

키워드

Service Quality e-Marketing Brand Loyalty Brand Trust Mobile Operators Kosovo