7th Annual EuroMed Conference of the EuroMed-Academy-of-Business, Kristiansand, Norway, 18 - 19 September 2014, pp.595-608
This study aims to explore effects of trust, satisfaction, alternative attractiveness and resistance to change on brand loyalty (attitudinal and behavioural) in the Turkish GSM sector. In this study commitment is referred to as attitudinal loyalty which leads to behavioural loyalty. Triangulation is chosen as a method of inquiry. A conceptual model was developed after literature review and exploratory interviews and piloted on a sample of 70 participants. Finally, a quantitative research was conducted on a sample of 505 mobile subscribers. Drop and collect and social media (Facebook) were used for data collection. After running exploratory factor analysis on the data and assessing factor structure, measurement model and structural model were tested by SEM. Results indicated that the proposed research model was acceptable in general. Trust and resistance to change were found to be positively associated with commitment while alternative attractiveness and satisfaction were not. Commitment was also found to be positively and significantly related to behavioural loyalty.