Abstract

Fixed telecommunications services, such as internet, telephony, and TV, are still important in many emerging countries. In Colombian telecommunications companies are few and the services they offer are generally imitated by competitors. Therefore, they must implement relevant strategies to loyalize their customers. This study examines the way expectations, service quality, satisfaction, perceived value, trust, commitment, and switching costs influence consumer loyalty toward telecommunications companies. Empirical data were collected from self-administered online questionnaires responded by 324 users of telecommunications services in the most important cities in Colombia. Fifteen hypotheses were formulated and statistically tested using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings show that satisfaction and commitment have a direct and positive influence on loyalty.

摘要

互联网、电话和电视等固定电信服务在许多新兴国家仍然很重要。在哥伦比亚，电信公司很少，他们提供的服务通常被竞争对手模仿。因此，他们必须实施相关策略来忠诚他们的客户。本研究考察了期望、服务质量、满意度、感知价值、信任、承诺和转换成本如何影响消费者对电信公司的忠诚度。经验数据是从哥伦比亚最重要城市的 324 名电信服务用户的自我管理在线问卷中收集的。使用偏最小二乘结构方程建模 (PLS-SEM) 制定和统计测试了 15 个假设。