Customer Loyalty in the Telecommunications Sector in Albania
Customer Loyalty in the Telecommunications Sector in Albania

Author(s): Irma Shyle, Selma Nebiu
Subject(s): Social Sciences
Published by: Udruženje ekonomista i menadžera Balkana
Keywords: Telecommunication; Linear regression; Logistics model; Loyalty; Albania
Summary/Abstract: Telecommunications is a rapidly evolving industry in Albania and globally, necessitating constant strategic adjustments focused on customer-centricity. This study investigates the factors influencing customer loyalty within this sector, examining elements such as service quality, customer experience, satisfaction, precived price, and trust. Demographic findings revealed a majority of young adults, with diverse income levels. Multiple linear regression analysis identified service quality, perceived price, and trust as key loyalty predictors, with service quality and trust positively impacting loyalty, while perceived price has a negative effect. Logistic regression further highlighted experience, service quality, and trust as significant predictors, with experience notably enhancing loyalty likelihood. This research offers valuable insights for telecommunications companies, marketers, and policymakers aiming to strengthen customer loyalty and comprehend consumer behavior in the industry.

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