Effects of Customer’s Emotional and Continuance Commitment on Their Purchase Intentions in the Telecom Sector

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PROPOSAL

“Effects of customer’s emotional and continuance commitment on their purchase intentions in the telecom sector”

Submitted by

Darakhshan Zahoor 13L-4788

Fizza Ikram 13L-4860

Submitted to

Sir Bilal Saeed

Contents

Executive summary        

Introduction        

Background        

Budget        

Conclusion        

References        

Executive summary

Customer satisfaction is a term frequently used in marketing. It is a measure of how products and services supplied by a company meet or surpass customer expectation. Service quality is the most important factor on which the customers judge that how good the company is. It is also very important for the companies to provide good services to the customers if they want to remain in the competition, otherwise they will not be able to remain in the industry because people need good service quality to be satisfied. The competition is very tough and there are many companies which provide the similar services. So it is very easy for the customer to switch from one company to another if he did not like its service quality.

Introduction

Customer satisfaction affects the profitability of the company. The more the customers are satisfied the good will be the reputation of the company and more and more people will be attracted to the company increasing the sales and profitability of the company. Brand loyalty and positive word of mouth is also increased if the company provides good service quality.

 The aim of this investigation was to explain how customers see service quality and whether they are happy with services offered by T-Mobile, ONE, and VIP.

Background

It has been said that a loyal customer will most probably be a satisfied customer as well but to which extent is this statement true? Well to find out European journal of marketing has conducted a research on service loyalty, the mediating role of customer satisfaction and the effect of service quality. The instrument used to measure service quality was 22-item SERVQUAL. The sample size was quite significant and respondents were equally split between males and females. Mostly they were married and their mean age was 43. Most of them had completed their secondary education. In the research it has been proved that education affects service loyalty.  Service quality is found to act on service loyalty through customer satisfaction. Gender and marital status didn’t have any effect on the constructs. (Albert 2002)