Journal of Applied Structural Equation Modeling, Volume 2 Issue 2 – Published online: June 2018

MULTIPLE INDIRECT EFFECTS OF CUSTOMER EQUITY IN TELECOMMUNICATION INDUSTRY 
Xin Jean Lim*, Faculty of Economics and Management, Universiti Putra Malaysia, Selangor, Malaysia
Jun-Hwa Cheah, Azman Hashim International Business School, Universiti Teknologi Malaysia, Kuala Lumpur
Kenny Guan-Cheng Teoh, Faculty of Economics and Management, Universiti Putra Malaysia, Selangor, Malaysia
Corresponding Author: Xin Jean Lim | Email: [email protected]
ABSTRACT
In light of the growing interest in the use of mobile phones, this study set out to examine the relationships between customer equity and consumer purchase intention in the context of telecommunication. A cross-sectional study involving purposive sampling was used to collect data from 203 respondents. Using Partial Least Squares Structural Equation Modeling (PLS-SEM), the findings show that the multiple indirect effects of value equity and relationship equity significantly mediated the relationship between customization and purchase intention. Meanwhile, switching cost was found to moderate the link between brand equity-purchase Intention. Finally, implications and future study are outlined and discussed.
Citation: Lim, X. J., Cheah, J. & Teoh, K. G. (2018), Multiple Indirect Effects of Customer Equity in Telecommunication Industry. Journal of Applied Structural Equation Modeling. 2(2), 61-77.

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