Relationship of Service Quality and Consumer Loyalty: Moderating Role of Consumer Perception of Public Relationship

Type of publication: Journal paper

Abstract: Recent research calls to unfold the dynamics of consumer loyalty in the telecommunication sector. This study applies the public relation perspective to propose the interaction model of public relations perception (PRP) on the service quality and consumer loyalty relationship. Therefore, this study contributes the corporate communication literature and addresses research lacuna that how improved public relation perception combined with service quality effects consumer loyalty in the telecommunication industry of Pakistan. Using the Pakistani sample of n=190 mobile service users, this study validates the public relation perception, interaction model. Results reveal that public relations perception moderates the relationship between service quality and consumer loyalty. Managers of mobile service companies can use these findings while making a strategy for increasing consumer loyalty. Future studies may replicate this moderating effect of public relations perception line of action by using different industry.

Published URL: https://www.researchgate.net/publication/334224697_Relationship_of_Service_Quality_and_Consumer_Loyalty_Moderating_Role_of_Consumer_Perception_of_Public_Relationship

Date Published: July 1 2019

Publication title: Paradigms

Publisher: Research Gate

Subject(s): Social Science

DOI: 10.24312/1900035130105

Keywords: Service Quality | Consumer Loyalty | Public Relations Perception | Telecommunication | Pakistan

Depositing User: Luke Miller