Key factors affecting customer loyalty in ISP (internet Service Provider) companies in Ardabil Province

ABSTRACT: The study aims to determine contributing factors to customer loyalty towards ISP (internet service provider) companies in Ardabil Province. Data were collected from 384 internet users among companies’ customers using customer loyalty questionnaire. The findings indicated that there is a positive relationship between switching cost, trust, corporate image and perceived service quality with customer loyalty. Switching cost was found to be the most critical factor in affecting usersʹ customer loyalty.