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- Title
Loyalty and innovation: Evidence from Algerian mobile service providers.
- Authors
BERSALI, MOHAMED NABIL; GUERMAT, CHERIF
- Abstract
Theoretical considerations imply a positive association between innovation and customer loyalty. However, two major gaps remain in the literature. First, there is little empirical support for the relationship between innovation and customer loyalty. The few existing studies have so far found mixed results. Second, apart from a recent study, differential studies on innovation are non-existent. This article aims to fill these gaps by discussing the relationship between innovation and customer loyalty in the mobile industry using survey data collected from Algerian mobile customers. The results show that discriminating innovation is consequential. Only effective innovations are positively associated with customer loyalty. Ineffective innovations are neutral for behavioral loyalty, but harmful for attitudinal loyalty. Implications for managers and researchers are provided.
- Subjects
ALGERIA; CUSTOMER loyalty; TECHNOLOGICAL innovations; CELL phones; CUSTOMER services; PERCEIVED quality; CELL phone equipment industry
- Publication
International Journal of Technology Management & Sustainable Development, 2014, Vol 13, Issue 1, p73
- ISSN
1474-2748
- Publication type
Article
- DOI
10.1386/tmsd.13.1.73_1