ABSTRACT

This paper examined the relationship between independent variables like switching cost, corporate image, trust and dependent variable like customer loyalty. The study design involved survey of 3G technology users with a sample size of 150 respondents. Results of this study, which was conducted on 3G technology users, show strong association of the three variables, namely, trust, switching cost, and corporate image with the dependent variable, customer loyalty. However, the study found that corporate image reflects more association with customer loyalty than the other two variables. The study is useful in identifying the variables that affect customer loyalty most when it is possible that the variable affecting most varies with the change of technology.

For full text of this article, Contact Mr. Jitender Sharma at jitender.sharma@jaipuria.ac.in

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