- Log In/Sign Up
- P-ISSN1738-3110
- E-ISSN2093-7717
- SCOPUS, ESCI
ISSN : 1738-3110
The Effects of E-marketing Communications on Brand Loyalty: The Case of Mobile Telephone Operators in Kosovo
UKAJ, Fatos
Abstract
Purpose - This study evaluates the effects of e-marketing communication on brand loyalty in the mobile communication market in Kosovo. given that no prior studies of this nature are found. It explores the relationships, between e-marketing communication, brand image and customer satisfaction, and their impact on the brand loyalty. Research design, data, and methodology - The research model of four constructs was developed. The data was collected via online surveys, 423 completed surveys from mobile subscribers were received. To test the relationship between the individual variables and multiple variables with the dependent variable several test were performed including data validity and reliability, bivariate correlation, simple linear and multiple regression analysis using stepwise method. Results - Positive significant effect of e-Marketing communication on brand loyalty, as well its significant effect on both brand image and customer satisfaction, which subsequently have significant impact on brand loyalty as it was confirmed by previous studies. Conclusions - The findings confirm that e-Marketing communication is key factor in building well perceived brand image, fostering customer satisfaction, and leading to customer commitment and loyalty towards brands of mobile operators in Kosovo.
- keywords
- E-marketing Communication, Brand Loyalty, Brand Image, Customer Satisfaction, Mobile Operators, Kosovo
Reference
Aaker, D. A., & Jacobson, R. (2001). The Value Relevance of Brand Attitude in High Technology Markets. Journal of Marketing Research, 38(4), 485-493.
Alnaser, A. S., & Al Shibly, M. S. (2016). Effects of applying emarkting mix elements on customer satisfaction in telecommunication sector: case study of an Umniah company. Journal of Advanced Social Research, 6(11), 11-39.
Aydin, S., & Ozer, G. (2005). The analysis of antecedents of customer loyalty in the Turkish mobile telecommunication market. European Journal of Marketing, 39(7/8), 910-925.
Bala, M., & Verma, D. (2018). A Critical Review of Digital Marketing. International Journal of Management, IT and Enineering, 8(10), 321-339.
Chang, P. K., & Chong, H. L. (2011). Customer satisfaction and loyalty on service provided by Malaysian telecommunication companies. Proceedings of the 2011 International Conference on Electricla Engineering and Informatics. Bandung, Indonesia:Institut Teknologi Bandung, Indonesia.
Erdogmus, I. E., & Çiçek, M. (2012). The impact of social media marketing on brand loyalty. 8th International Strategic Management Conference (pp. 1353-1360). Elsevier Ltd.
Ganiyu, R. A., Uche, I. I., & Elizabeth, A. O. (2012). Is Customer Satisfaction an Indicator of Customer Loyalty? Australian Journal of Business and Management Research, 2(7), 14-20.
Geçti, F., & Gumus, N. (2014). Investigating the Facebook Applications and their Impact on Customer Loyalty in the Turkish Mobile Telecommunication Industry. International Journal of Business and Management, 9(5), 195-207.
Hafez, M., & Akther, N. (2017). Determinants of Customer Loyalty in Mobile Telecommunicatiion Industry in Bangladesh. Global Journal of Management and Business Research: A Administration and Management, 17(1), 141-148.
Hassan, S. H., Thurasamy, R. T., & Loi, W. Y. (2017). E-lifestyle, Customer Satisfaction and Loyalty among Mobile Subscribers in Thailand. International Review of Management and Marketing, 7(1), 354-362.
Izogo, E. E. (2017). Customer loyalty in telecom service sector: The role of service quality and customer commitment. The TQM Journal, 29(1), 19-36.
Karunanithy, K., & Rasanayagam, D. (2013). Impact of Customer Satisfaction on Customer Loyalty towards Sri Lanka Telecom PLC. Industrial Engineering Letters, 3(7), 66-71.
Keller, K. L. (2009). Building Strong brands in a modern marketing communications environment. Journal of Marketing Communciations, 15, 139-155.
Khan, A. R., & Islam, A. (2017). The Impact of Digital Marketing on Increasing Customer Loyalty: A study on Dhaka City, Bangladesh. International Journal of Economics, Commerce and Management, 5(4), 521-528.
Khizindar, T. M., Al-Azzam, A. F., & Khanfar, I. A. (2015). An Empirical Study Of Factors Affecting Customer Loyalty Of Telecommunication Industry In The Kingdom Of Saudi Arabia. British Journal of Marketing Studies, 3(5), 98-115.
Kim, C. W., & Mauborgne, R. (2005). Value innovation: A leap into the blue ocean. Journal of Business Strategy, 26(2), 22-28.
Lawrence, B., Fournier, S., & Brunel, F. (2013). When Companies Don't Make the Ad: A Multi-Method Inquiry into the Differential Effectiveness of Consumer-Generated Advertising. Journal of Advertising, 42(4), 292-307.
Lee, L. J., James, J. D., & Kim, Y. K. (2014). A Reconceptualization of Brand Image. International Journal of Business Administration, 5(4), 1-11.
Leeflang, P. S., Verhoef, P. C., Dahlstrom, P., & Freundt, T. (2013). Challenges and solutions for marketing in a digital era. European Management Journal, 32(2014), 1-12.
Lovett, M. J., & Staelin, R. (2016). The Role of Paid, Earned, and Owned Media in Building Entertainment Brands: Reminding, Informing, and Enhancing Enjoyment. Marketing Science, 35(1), 142-57.
Makarem, S., Mudambi, S., & Podoshen, J. S. (2009). Satisfaction in technology-enabled service encounters. Journal of Services Marketing, 33(3), 134-144.
Martin, B. A., Durme, J. V., Raulas, M., & Merisavo, M. (2003). Email Advertising: Exploratory Insights from Finland. Journal of Advertising and Research, 43(3), 293-300.
Merisavo, M., & Raulas, M. (2004). The Impact of email Marketing on Brand Loyalty. Journal of Product &Brand Management, 13(7), 498-505.
Nawaz, N.-U.-A., & Usman, A. (2011). What Makes Customers Brand Loyal: A study on Telecommunication Sector in Pakistan. International Journal of Business and Social Science, 2(14), 213-221.
Nimon, K. F., & Oswald, F. L. (2013). Understanding the Results of Multiple Linear Regression Beyond Standardized Regression Coefficients. Organizational Research Methods, 16(4), 1-25.
Oliver, R. L. (1999). Whence Customer Loyalty? Journal of Marketing, 63(Special Issue), 33-44.
Rajasekar, J., & Raee, M. A. (2013). An analysis of the telecommunication industry in the Sultanate of of Oman using Michael Porter's competitive strategy model. Competitiveness Review An International Business Journal, 23(3), 234-259.
Ramadai, Theresia, M., & Sadalia, I. (2018). The Determinants of Customer Loyalty for Telecommunication Providers. journal of Research in Business, Economics and Management, 10(3).
Shocker, A. D. (1993). Journal of Marketing Review, 30(2), 256-258.
Skorbich, L., & Kot, S. (2018). Marketing 3.0 in Contemporary Marketing Management Activities of Enterprises. Proceedings of the 2nd International Conference Contemporary Issues in Theory and Practice of Management (pp.591-597). Çestokova:Çestokova University of Technology, Faculty of Management.
Tabaku, E., & Çerri, S. (2015). An Empirical Investigation of Customer Loyalty in Telecommunication Industry in Albania. Mediterranean Journal of Social Sciences, 6(1), 224-231.
Uyanik, G. K., & Guler, N. (2013). A study on multiple linear regression analysis. 4th International Conference on New Horizons in Education (pp.234-240). Sakarya, Turkey: Elsevier Ltd.
Webster, F. E. Jr. (2000). Understanding the Relationships among Brands, Consumers, and Resellers. Journal of the Academy of Marketing Science, 28(1), 17-23.
Wind, J., & Rangaswamy, A. (2001). Customerization:The next revolution in mass customization. Journal of Interactive Marketing, 15(1), 13-32.
Xhema, J., Metin, H., & Groumpos, P. (2018). Switching-Costs, Corporate Image and Product Quality effect on Customer Loyalty: Kosovo Retail Market. Elsevier Ltd, 287-292.
Yeboah, A., Mensah, S. O., Nimsah, W. K., & Mensah, N. O. (2013). The effects of Brand Name on Customer Loyalty in the Mobile Communication Industry in Ghana. European Centre for Research Training and Development UK, 1(3), 62-86.
- Downloaded
- Viewed
- 0KCI Citations
- 0WOS Citations