Analysis of the mediation SEQUEL of customer satisfaction based on the relationship between service quality and customer loyalty : a study in the telecommunication industry

Abstract

The main objective of this research is to identify the relationship between service quality and customer loyalty in the Telecommunication sector in Sri Lanka. Further, customer satisfaction was selected as a mediator between this relationship. It was identified that there is an increasing competition among the telecom providers in Sri Lanka and it is important to uplift the service quality. To identify the relationships, researcher carried out a comprehensive literature review. According to literature, it was identified that there is a positive relationship between service quality and customer loyalty. This study followed a quantitative methodology. Therefore, a conceptual framework and hypotheses were built up based on literature. Population covered in this study was the total telecommunication customers in Sri Lanka. 150 was selected as the sample size of this study. A 5-point Likert scale was used in the construction of a questionnaire survey, which was based on the indicators found in the literature research. Reliability, correlation, descriptive statistics, and regression analysis were all performed using SPSS for data analysis. This study's primary conclusion was that, in Sri Lanka's telecommunications industry, customer loyalty and service quality are positively correlated. Moreover, the relationship between service quality and customer loyalty was found to be considerably mediated by customer satisfaction. It was advised to improve client happiness and service quality.