Applying FCM to predict the behaviour of loyal customers in the mobile telecommunications industry

Using empirical data from the Kuwaiti mobile telecommunications sector, this study models a fuzzy cognitive map (FCM) to investigate the reciprocal effects of customer loyalty and its antecedents in an emerging market context. This study investigates the effect of perceived service quality, perceived service value and brand equity on customer loyalty and the simultaneous analysis of the reverse causality of these variables. Data pertaining to...