PERCEIVED VALUE, SERVICE QUALITY, CORPORATE IMAGE AND CUSTOMER LOYALTY: EMPIRICAL ASSESSMENT FROM PAKISTAN

Today’s economy is becoming extremely service-oriented, changing the paradigm of marketingresearch towards services (Carrillat, Jaramillo, & Mulki 2007). Corporate image, perceived value andservice quality have got paramount significance among researchers interested in customer retentionstrategies. In view of that, this study aimed to determine the antecedents of customer loyalty intelecommunication sector of Pakistan. Data were collected from mobile phones users throughquestionnaire-based survey and stepwise regression was applied to test the study hypotheses. Thestudy helps the management of telecommunication companies to develop customer orientedstrategies. Providing insights regarding relative importance of corporate image, perceived value andservice quality for building customer loyalty this research is first of its kind in telecommunicationsector of Pakistan.