Understanding customer loyalty and its antecedents : an analysis from the mobile phone market

• Main Authors: Lai, Shui Fa, Teo, Yu Shan, Tay, Gui Wen
• Other Authors: Lam, Shun Yin
• Format: Final Year Project
• Published: 2008
• Subjects: DRNTU::Business::Marketing::Consumer behavior
• Online Access: http://hdl.handle.net/10356/9616
• Institution: Nanyang Technological University

Several scholars have highlighted the importance of enhancing customer loyalty, a topic of high interest in academia and practice, as a prerequisite for effective marketing to increase profits. This study adds to existing literature by exploring the antecedents of customer loyalty.