Naslov
Customer orientation and loyalty in mobile telecommunciations

Autori
Dlačić, Jasmina

Vrsta, podvrsta i kategorija rada
Ocjenski radovi, doktorska disertacija

Fakultet
Ekonomski fakultet

Mjesto
Ljubljana

Datum
17.07

Godina
2012

Stranica
205

Mentor
Žabkar, Vesna

Ključne riječi
perceived customer orientation; customer loyalty; mobile telecommunications

Sažetak
Creating value for customers drives actions in organizations worldwide. This is represented by the value-in-use paradigm. Hence, relationships and mutual collaboration facilitate the creation of value for customers and with customers. One of the starting points of the value–in-use process is implementing customer orientation in an organization. When an organization implements customer orientation, it means that the organization’s culture is focused on customers. In this research, emphasis is put on the customer perspective in an organization’s customer orientation. Therefore, customer orientation from the customer perspective, that is, perceived customer orientation (PCO), is observed as a perception of corporate culture that puts customer interests first in order to create value for customers. // Various elements indicate the presence of perceived customer orientation in an organization. These elements form three interrelated groups of influences. They are identified as product/services that satisfy customers, employees that are perceived as friendly and value adding relationships. Furthermore, perceived customer orientation is conceptualized as a formative construct. Hence, these three groups indicate the presence of perceived customer orientation. // An organization that is perceived as customer oriented, acknowledges customers in their plans and activities. Hence, it continuously provides value for customers. This is a prerequisite for establishing long-term relationships. Consequently, based on these relationships customer loyalty is created. In this research, customer loyalty is explored as consisting of three diverse dimensions: behavioural, attitudinal and cognitive customer loyalty. // These relationships between perceived customer orientation and customer loyalty are explored in the mobile telecommunications sector. The research was conducted in Croatia from May to July 2010. The final sample consisted of 923 questionnaires. Based on research results, it can be concluded that perceived customer orientation (PCO) can be conceptualized as a formative construct. It consists of afore mentioned elements. The most influential relationship is the one between value adding relationships and perceived customer orientation, followed by the relationship between the perception of products/services that satisfy customers and perceived customer orientation. The least influential relationship is the one between the perception of friendly employees and perceived customer orientation. // To test the perceived customer orientation scale, a nomological network is applied. It is noticed that perceived customer orientation is related to customer loyalty. But, differences exist in relationships with diverse customer loyalty dimensions. The strongest relationship is found to exist between the behavioural loyalty dimension and perceived customer orientation. This is followed by the relationship between perceived customer orientation and the attitudinal loyalty dimension. The weakest relationship is between perceived customer orientation and cognitive loyalty.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

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