Preliminary communication

RELATIONSHIP COMMITMENT, RELATIONAL EQUITY AND COMPANY IMAGE IN CUSTOMER LOYALTY DEVELOPMENT

JASMINA DLAČIĆ
VESNA ŽABKAR

Abstract

This paper explores the relationship
between customer loyalty and its
seldom researched antecedents:
relationship commitment,
relational equity and company image. The
proposed conceptual model is tested with
data gained from customers of mobile
telephone operators. The results show that
relationship commitment and relational
equity have a statistically significant
positive influence on customer loyalty. In
addition, the results of hierarchical multiple
regression analysis reveal that the number
of different mobile operators a person uses
is not related to customer loyalty when
relationship commitment, relational equity
and company image are included in the
model. Drawing on the results, the paper
offers implications for managing customer
loyalty.

Keywords

customer loyalty; relationship commitment; relational equity; company image; telecommunications

Hrčak ID:

86649

URI

https://hrcak.srce.hr/86649

Publication date:

15.6.2012.

Article data in other languages: croatian

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