How Service Experience Leads to Brand Loyalty: Perspective from the Telecom Sector in Ghana

This paper seeks to investigate the relationship amongst service experience, customer satisfaction and brand loyalty in the Ghanaian telecommunication industry. Students from Central University College Accra were selected randomly to respond to a questionnaire. Structural Equation Modeling (SEM) was...

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Veröffentlicht in:	IUP Journal of Brand Management 2016-06, Vol.13 (2), p.33
Hauptverfasser:	Amoako, George K, Dzogbenuku, Robert K, Doe, Joshua K
Format:	Artikel
Sprache:	eng
Schlagworte:	Brand loyalty Competition Competitive advantage Consumers Customer satisfaction Customer services Economic reform Employees Perceptions Quality of service Structural equation modeling Telecommunications industry
Online-Zugang:	Volltext
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