The study explores the connection between brand equity and customer loyalty in the telecom industry. It specifically examines how customer satisfaction plays a moderating role in this relationship. The research employed structural equation modeling and involved 386 Ethio telecom customers. Several aspects were evaluated, including reliability, convergent validity, and sample adequacy. The study's findings highlight a strong positive correlation between brand equity and customer loyalty within the telecom industry. Factors such as positive brand image, perceived quality, brand awareness, and brand associations were found to have significant influences on customer loyalty. Furthermore, customer satisfaction was identified as a moderator, enhancing the positive impact of brand equity on loyalty. Based on the results, the study emphasizes the importance of brand equity and customer satisfaction in fostering loyalty in the telecom industry. It suggests that telecom companies should invest in building a strong brand image, improving perceived quality, increasing brand awareness, and cultivating favorable brand associations. Policymakers and regulators are also encouraged to create a competitive telecom market that promotes innovation, high-quality service delivery, and reasonable pricing. The practical implications of these findings are significant for the industry. They underscore the need for strong brand equity strategies and the delivery of exceptional customer experiences. By prioritizing these aspects, telecom companies can enhance customer loyalty and gain a competitive advantage in the market.
| Published in | International Journal of Business and Economics Research (Volume 13, Issue 2) |
| DOI | 10.11648/j.ijber.20241302.11 |
| Page(s) | 21-35 |
| Creative Commons |
This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited. |
| Copyright |
Copyright © The Author(s), 2024. Published by Science Publishing Group |
Brand Equity, Loyalty, Satisfaction, Mediator, Customer
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APA Style
Desta, E., Amantie, C. (2024). Investigating the Relationship Between Brand Equity and Customer Loyalty the Moderating Effect of Customer Satisfaction in the Telecom Industry. International Journal of Business and Economics Research, 13(2), 21-35. https://doi.org/10.11648/j.ijber.20241302.11
ACS Style
Desta, E.; Amantie, C. Investigating the Relationship Between Brand Equity and Customer Loyalty the Moderating Effect of Customer Satisfaction in the Telecom Industry. Int. J. Bus. Econ. Res. 2024, 13(2), 21-35. doi: 10.11648/j.ijber.20241302.11
AMA Style
Desta E, Amantie C. Investigating the Relationship Between Brand Equity and Customer Loyalty the Moderating Effect of Customer Satisfaction in the Telecom Industry. Int J Bus Econ Res. 2024;13(2):21-35. doi: 10.11648/j.ijber.20241302.11
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Download@article{10.11648/j.ijber.20241302.11,
author = {Endalkachew Desta and Chalchissa Amantie},
title = {Investigating the Relationship Between Brand Equity and Customer Loyalty the Moderating Effect of Customer Satisfaction in the Telecom Industry
},
journal = {International Journal of Business and Economics Research},
volume = {13},
number = {2},
pages = {21-35},
doi = {10.11648/j.ijber.20241302.11},
url = {https://doi.org/10.11648/j.ijber.20241302.11},
eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ijber.20241302.11},
abstract = {The study explores the connection between brand equity and customer loyalty in the telecom industry. It specifically examines how customer satisfaction plays a moderating role in this relationship. The research employed structural equation modeling and involved 386 Ethio telecom customers. Several aspects were evaluated, including reliability, convergent validity, and sample adequacy. The study's findings highlight a strong positive correlation between brand equity and customer loyalty within the telecom industry. Factors such as positive brand image, perceived quality, brand awareness, and brand associations were found to have significant influences on customer loyalty. Furthermore, customer satisfaction was identified as a moderator, enhancing the positive impact of brand equity on loyalty. Based on the results, the study emphasizes the importance of brand equity and customer satisfaction in fostering loyalty in the telecom industry. It suggests that telecom companies should invest in building a strong brand image, improving perceived quality, increasing brand awareness, and cultivating favorable brand associations. Policymakers and regulators are also encouraged to create a competitive telecom market that promotes innovation, high-quality service delivery, and reasonable pricing. The practical implications of these findings are significant for the industry. They underscore the need for strong brand equity strategies and the delivery of exceptional customer experiences. By prioritizing these aspects, telecom companies can enhance customer loyalty and gain a competitive advantage in the market.
},
year = {2024}
}
TY - JOUR T1 - Investigating the Relationship Between Brand Equity and Customer Loyalty the Moderating Effect of Customer Satisfaction in the Telecom Industry AU - Endalkachew Desta AU - Chalchissa Amantie Y1 - 2024/04/29 PY - 2024 N1 - https://doi.org/10.11648/j.ijber.20241302.11 DO - 10.11648/j.ijber.20241302.11 T2 - International Journal of Business and Economics Research JF - International Journal of Business and Economics Research JO - International Journal of Business and Economics Research SP - 21 EP - 35 PB - Science Publishing Group SN - 2328-756X UR - https://doi.org/10.11648/j.ijber.20241302.11 AB - The study explores the connection between brand equity and customer loyalty in the telecom industry. It specifically examines how customer satisfaction plays a moderating role in this relationship. The research employed structural equation modeling and involved 386 Ethio telecom customers. Several aspects were evaluated, including reliability, convergent validity, and sample adequacy. The study's findings highlight a strong positive correlation between brand equity and customer loyalty within the telecom industry. Factors such as positive brand image, perceived quality, brand awareness, and brand associations were found to have significant influences on customer loyalty. Furthermore, customer satisfaction was identified as a moderator, enhancing the positive impact of brand equity on loyalty. Based on the results, the study emphasizes the importance of brand equity and customer satisfaction in fostering loyalty in the telecom industry. It suggests that telecom companies should invest in building a strong brand image, improving perceived quality, increasing brand awareness, and cultivating favorable brand associations. Policymakers and regulators are also encouraged to create a competitive telecom market that promotes innovation, high-quality service delivery, and reasonable pricing. The practical implications of these findings are significant for the industry. They underscore the need for strong brand equity strategies and the delivery of exceptional customer experiences. By prioritizing these aspects, telecom companies can enhance customer loyalty and gain a competitive advantage in the market. VL - 13 IS - 2 ER -
Department of Management, College of Business and Economics, Wachemo University, Hosaina, Ethiopia
Department of Management, College of Business and Economics, Jimma University, Jimma, Ethiopia
