Customer Loyalty in the ADSL Services Market in Spain: Background and Moderating Effects

Abstract

It is important for asymmetric digital subscriber line (ADSL) service operators to maintain a stable and lasting relationship with customers. They thus need to know which are the factors influencing customer loyalty, and how those relationships of influence are established. In the present study, structural analysis applied to data from a sample of 525 ADSL users showed the variables perceived quality, perceived value, and satisfaction to act as antecedents of loyalty. A novel finding of the study was the importance of the user's attitude and aptitude with respect to Internet as variables moderating the relationships of the model.

KEYWORDS:

• perceived quality
• image
• satisfaction
• trust
• loyalty
• structural equation model

Notes

Note. The diagonal elements are the square root of the AVE.