This paper empirically examines the impact of consumer advocacy on consumer satisfaction, trust and loyalty in the context of telecommunication services. Using structural equation modeling (SEM), data from four Indian cities were analyzed to test the theoretical model. The results reveal a positive and significant impact of consumer advocacy on consumers' trust and a positive and significant impact of consumers' trust on 'consumer advocacy' for the company.
|Number of pages||22|
|Journal||Journal of Services Research|
|Publication status||Published - 2014|