Consumer Advocacy’s Impact On Satisfaction And Loyalty | Sanjit Kumar Roy, Abdolreza Eshghi & Ali Quazi

This paper empirically examines the impact of consumer advocacy on consumer satisfaction,trust and loyalty in the context of telecommunication services. Using structural equation modeling (SEM), data from four Indian cities were analyzed to test the theoretical model. The results reveal a positive and significant impact of consumer advocacy on consumers? trust and a positive and significant impact of consumers? trust on ?consumer advocacy? for the company. These findings suggest that if a company advocates for its consumers, the customers would then reciprocate with their trust, positive word-of-mouth and patronage behavior. A key contribution of this study is to broaden and deepen our understanding of the consumer advocacy paradigm and its relationship with consumer satisfaction and loyalty in the context of telecommunication services.