Consumer advocacy's impact on satisfaction and loyalty

Sanjit Roy, Abdolreza Eshghi, Ali QUAZI

    Research output: Contribution to journalArticlepeer-review

    Abstract

    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.
    Original languageEnglish
    Pages (from-to)161-182
    Number of pages22
    JournalJournal of Services Research
    Volume14
    Issue number1
    Publication statusPublished - 2014

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