FACTORS AFFECTING LOYALTY OF CUSTOMERS TOWARD INTERNET SERVICE COMPANIES (EMPIRICAL STUDY IN AMMAN CITY)

ABSTRACT

                                 This research aims to study the factors affecting the loyalty of customers toward internet service companies in Amman city; these factors namely, service quality, trust, commitment, satisfaction, and after-sale service.

 Data were collected through questionnaires forming a representative sample. A total of 460 questionnaires were distributed to internet users in Amman city, the findings indicated that there is a positive relationship between satisfaction, service quality, trust, commitment, and after-sale service with customer loyalty. After-sales service was found to be the most critical factor in affecting customer loyalty.

 Keywords: Customer Satisfaction, Service Quality, Trust, Commitment, After-sale service, Customer Loyalty.