Do Government Regulations Moderate the Oliver’s Four Stage Loyalty Linkage? A Pilot Study in Cellular Industry of Pakistan

Beenish Tariq


Telecommunication sector of Pakistan is a significant contributor toward the economic development of Pakistan. However, telecommunication sector of Pakistan underwent a lot of changes from regulatory and marketing perspective in 2015, resulting in decreased cellular penetration, dropped down the cellular subscribers and decreased telecommunication revenue. Hence, this research paper is designed to validate the constructs used in addressing the moderating role of government regulations based on Oliver’s four-stage loyalty model in telecom sector of Pakistan. This preliminary study has mainly employed the quantitative method (i.e. survey questionnaire), consisting of a total of 63 items related to eight constructs under study and used 7 points Likert scale. The main analysis method used is the reliability test of the constructs. The results reveal that the Cronbach alpha readings were between 0.756 and 0.932, indicating internally consistent and reliable measures of the constructs used. This result enables the constructs to be included in the actual data collection without change.


Customer Loyalty, Oliver’s Four Stage Model, Cronbach’s Alpha, Cellular Industry

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