Research Article
Investigating the Relationship Between Brand Equity and Customer Loyalty the Moderating Effect of Customer Satisfaction in the Telecom Industry
Endalkachew Desta*,
Chalchissa Amantie
Issue:
Volume 13, Issue 2, April 2024
Pages:
21-35
Received:
27 March 2024
Accepted:
13 April 2024
Published:
29 April 2024
Abstract: The study explores the connection between brand equity and customer loyalty in the telecom industry. It specifically examines how customer satisfaction plays a moderating role in this relationship. The research employed structural equation modeling and involved 386 Ethio telecom customers. Several aspects were evaluated, including reliability, convergent validity, and sample adequacy. The study's findings highlight a strong positive correlation between brand equity and customer loyalty within the telecom industry. Factors such as positive brand image, perceived quality, brand awareness, and brand associations were found to have significant influences on customer loyalty. Furthermore, customer satisfaction was identified as a moderator, enhancing the positive impact of brand equity on loyalty. Based on the results, the study emphasizes the importance of brand equity and customer satisfaction in fostering loyalty in the telecom industry. It suggests that telecom companies should invest in building a strong brand image, improving perceived quality, increasing brand awareness, and cultivating favorable brand associations. Policymakers and regulators are also encouraged to create a competitive telecom market that promotes innovation, high-quality service delivery, and reasonable pricing. The practical implications of these findings are significant for the industry. They underscore the need for strong brand equity strategies and the delivery of exceptional customer experiences. By prioritizing these aspects, telecom companies can enhance customer loyalty and gain a competitive advantage in the market.
Abstract: The study explores the connection between brand equity and customer loyalty in the telecom industry. It specifically examines how customer satisfaction plays a moderating role in this relationship. The research employed structural equation modeling and involved 386 Ethio telecom customers. Several aspects were evaluated, including reliability, conv...
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Research Article
Examining the Impact of Socioeconomic Factors on Academic Staff Saving Behaviors and Financial Readiness in North Wollo Zone, Amhara, Ethiopia
Issue:
Volume 13, Issue 2, April 2024
Pages:
36-45
Received:
9 April 2024
Accepted:
22 April 2024
Published:
17 May 2024
Abstract: Introduction: Saving behaviour is a critical aspect of financial planning, where individuals defer present consumption to enhance their quality of life and meet future needs. The study aims to gain a comprehensive understanding of their financial behaviours, identify the factors that influence their financial decision-making, and compare the financial behaviours among different groups of academic employees. Methods: Employing a quantitative research approach, this study utilizes a structured questionnaire to gather data from academic employees. The questionnaire evaluates variables such as income level, education, job security, and financial goals to examine their impact on saving behaviours and financial readiness. Binary logistic regression analysis is employed to assess the influence of each factor on the dependent variable. Results: The findings indicate that a majority (83.3%) of academic employees have not previously saved, while a minority (16.7%) have managed to accumulate some savings. Statistical analyses, including chi-square tests, demonstrate significant associations between saving habits and variables such as gender, age, marital status, monthly expenses, and housing. The binary logistic regression analysis further highlights the significance of factors such as gender, age, education level, expenses, housing, additional income, and participation in savings groups in shaping employees' saving behaviours. Conclusion: This study contributes to the understanding of Ethiopian savings practices and personal finance by examining and comparing saving behaviours and financial preparedness across different academic institutions. It provides insights into the factors influencing financial decision-making and proposes strategies for enhancing financial literacy.
Abstract: Introduction: Saving behaviour is a critical aspect of financial planning, where individuals defer present consumption to enhance their quality of life and meet future needs. The study aims to gain a comprehensive understanding of their financial behaviours, identify the factors that influence their financial decision-making, and compare the financ...
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,
Aychew Kassa Belete
