Consumer advocacy's impact on satisfaction and loyalty

Sanjit Roy, Abdolreza Eshghi, Ali QUAZI

Research output: Contribution to journalArticle

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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