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Analysis Study Research Paper | Management | India | Volume 11 Issue 12, December 2022

Impact of Service Quality on Customer Loyalty: A Study of Telecom Industry

Premvati Rajput | Dr. P. K. Bansal

Abstract: In today's environment, Customer loyalty has become a top priority for every company. The objective of this paper is to identify the impact of service quality on customer loyalty in the telecom sector. Service quality has been considered as independent variable whereas customer loyalty was considered as dependent variable. Five antecedents of service quality have been considered in this study viz. empathy, assurance, responsiveness, tangibility and reliability based on SRVQUAL model of Parsuraman et al (1988). 5 items for customer loyalty have been considered in this study on the basis of the work of Harsandaldeep Kaur and Harmeen Soch (2012). A survey-based exploratory research design was used. The data was collected from 100 customers using mobile service of various telecom operators of India through structured questionnaires. Cronbach?s coefficient alpha was used to determine the reliability of the instrument. Multiple regression analysis was used to determine the causal relationship between both the independent & dependent variables. Results depicted that the service quality has significant and positive impact on customer loyalty.

Keywords: Telecom, service quality, customer loyalty, Customer, Regression

Edition: Volume 11 Issue 12, December 2022,

Pages: 926 - 929