Impact of Customer Satisfaction on Customer Loyalty towards Sri Lanka Telecom PLC.

Abstract

The main objective for the study is to assess how the customer satisfaction influences the customer loyalty. To measure service quality, pricing, and brand image which leads to customer satisfaction were selected as independent variables and their impact on customer loyalty was measured through a sample of 395 customers from Trincomalee District by using stratified disproportionate sampling technique. Regression and Correlation analysis was done to find out the contribution and the relationship of each variable. The correlation analysis showed that the variable of customer satisfaction on Sri Lanka Telecom PLC products and services in Trincomalee district had significant relationship with customer loyalty. According to the regression model, pricing and brand image are of low level contribution to customer loyalty whereas the service quality contributes comparatively more. This study concluded that variables of customer satisfaction significantly influenced customer loyalty.

Key words: Service quality, Pricing, Brand image, Customer satisfaction, Customer loyalty.