Securing delight and loyalty in a market with low switching costs

Abstract

Purpose This study aims to explore the loyalty intent of prepaid (contract-free) customers in a market where disloyalty is prevalent and the market has low switching costs. Design/methodology/approach A quota, non-probability sampling technique was applied, resulting in the completion of 220 self-administered questionnaires that were used for data analysis. Confirmatory factor analysis and a structural equation model were applied to determine model fit and test the formulated hypotheses for this study. Findings The strength of the satisfaction–loyalty relationship is found to be influenced by three specific satisfaction antecedents, strengthened by the mediating role of customer delight and impacted by switching costs. Practical implications The findings of this study may guide mobile service providers in their initiatives to secure satisfaction and loyalty in a market context where switching costs are low and the market is described as disloyal. Originality/value This study investigates the well-researched relationship between satisfaction and loyalty and the antecedents of customer satisfaction to determine which of these variables should be the focus in a challenging market where consumers are disloyal and switching costs are low.

The quest for delightful experiences and profitable enterprises: how customer delight impacts financial performance

“…According to their research findings, satisfaction can lead to delight and customer delight in turn results in loyalty. Furthermore, Mntande et al . (2022) discovered that customer delight mediates the relationship between satisfaction and loyalty.…”

The Effect of Price Perception, Product Quality, Service Quality On Consumer Loyalty Mediated By Consumer Satisfaction

“…Based on research that has been done, it is proven that the results of this study support previous research conducted by (Ahmed et al, 2023), stating that the effect of mediating consumer satisfaction, shows that price perceptions perceived by consumers have a considerable influence on consumer loyalty. Based on the results of research by (Dewi, 2020) and (Mntande, Stiehler-Mulder, & Roberts-Lombard, 2022), which stated that the role of consumer satisfaction in influencing consumer loyalty is influenced by price perception to influence consumer loyalty intentions in the future, so that the results of previous studies found the same thing that Price Perception has a positive and significant effect on Consumer Loyalty mediated by Consumer Satisfaction.…”

A primer on integrated generalized structured component analysis

“…directly measured). For example, Mntande et al (2023) examine the influence of various antecedent constructs (e.g. corporate image, service quality and trust) on customer satisfaction.…”

“…To estimate a structural equation model like the one on Mntande et al (2023), researchers can draw on two types of SEM methods, which differ in terms of how they statistically approximate constructs (Cho et al , 2022a; Rigdon et al , 2017). One is factor-based SEM, where (common) factors are used as statistical proxies for the constructs.…”

“…Each construct is measured by sets of observed variables that represent questions from a survey. Using data from 220 respondents, Mntande et al (2023) validate the construct measures and estimate the hypothesized relationships among the various satisfaction, loyalty, delight and perceived switching constructs.…”