SATISFACTION, PRICE FAIRNESS AND LOYALTY: THE CASE OF MACEDONIAN MOBILE SERVICE MARKET
Date Issued
2017
Author(s)
Abstract
The goal of this research study is to reveal if there are significant differences in price fairness
perceptions and in loyalty among mobile service users with different level of satisfaction in
Macedonia. Namely, the marketing theory has paid significant attention to the concepts of satisfaction
and loyalty and their relationship in terms of the effect of customer satisfaction on loyalty claiming
that the relationship is positive and significant. Besides abundant discussions about customer
satisfaction and loyalty, the topic of price fairness and its linkage with customer satisfaction represent
additional important issue that has been attracting significant attention among the scholars recently.
A data set of 117 effective responses obtained from survey conducted among university students in
Macedonia were analyzed by using exploratory factor analysis, the analysis of variance (ANOVA) and
Kruskal-Wallis test. The results of factor analysis provided support for unidimensionality of both
dependent variables: customer loyalty and price fairness. ANOVA and Kruskal-Wallis test were used
to test the proposed hypotheses. The factor analysis showed that the measurement items of both
variables (price fairness and customer loyalty) are reliable indicators of the adequate latent variables.
The results of ANOVA test showed no significant differences in price fairness among customers with
different level of satisfaction. The results of the Kruskal-Wallis test indicated the existence of
significant differences in loyalty among customers with different level of satisfaction. This research study is the first study in Macedonian context to offer evidence-based insights on the
influence of level of satisfaction on price fairness and customer loyalty in mobile services market. This
research gives valuable insights into the relationship of satisfaction and price fairness and satisfaction
and loyalty in Macedonian telecommunications market for both telecommunications companies and
regulatory institutions that can be used when designing appropriate marketing strategies and national
telecommunications strategy.
perceptions and in loyalty among mobile service users with different level of satisfaction in
Macedonia. Namely, the marketing theory has paid significant attention to the concepts of satisfaction
and loyalty and their relationship in terms of the effect of customer satisfaction on loyalty claiming
that the relationship is positive and significant. Besides abundant discussions about customer
satisfaction and loyalty, the topic of price fairness and its linkage with customer satisfaction represent
additional important issue that has been attracting significant attention among the scholars recently.
A data set of 117 effective responses obtained from survey conducted among university students in
Macedonia were analyzed by using exploratory factor analysis, the analysis of variance (ANOVA) and
Kruskal-Wallis test. The results of factor analysis provided support for unidimensionality of both
dependent variables: customer loyalty and price fairness. ANOVA and Kruskal-Wallis test were used
to test the proposed hypotheses. The factor analysis showed that the measurement items of both
variables (price fairness and customer loyalty) are reliable indicators of the adequate latent variables.
The results of ANOVA test showed no significant differences in price fairness among customers with
different level of satisfaction. The results of the Kruskal-Wallis test indicated the existence of
significant differences in loyalty among customers with different level of satisfaction. This research study is the first study in Macedonian context to offer evidence-based insights on the
influence of level of satisfaction on price fairness and customer loyalty in mobile services market. This
research gives valuable insights into the relationship of satisfaction and price fairness and satisfaction
and loyalty in Macedonian telecommunications market for both telecommunications companies and
regulatory institutions that can be used when designing appropriate marketing strategies and national
telecommunications strategy.
Subjects
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