Impact of Customer Trust and Customer Satisfaction on Customer Loyalty: Moderating Role of Affective Commitment

Hassan Nadeem, salman sarwar, Arshad Mumtaz, Aleena Ghuri


The study reports the impact of customer trust and customer satisfaction on customer loyalty in the telecom industry and moderating role of affective commitment. Data were collected through field survey, 150 questionnaires completed through randomly selected customers. Descriptive statistics, reliability analysis, correlation and regression analysis were used to test the direct impact of customer trust and customer satisfaction on customer loyalty and moderating role of affective commitment. The finding suggests that customer trust, customer satisfaction, significant and positive effect on customer loyalty and moderating variable is affective commitment that has an insignificant and positive effect on customer loyalty in the telecom industry. The results show that customer trust and customer satisfaction are significantly associated with customer loyalty. Affective commitment, direct affect, is also significantly associated with customer loyalty. The impact of customer trust and customer satisfaction on customer loyalty is moderated by affective commitment.


Telecom industry, Customer trust, Customer satisfaction, Affective commitment, Customer loyalty.

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