Exploring Service Quality, Customer Satisfaction And customer loyalty in the Malaysian mobile telecommunication industry

As the current market becomes more competitive, mobile service providers are being increasingly confronted with great challenges to expand and maintain their customer base. Under such circumstances, the pursuit of customer loyalty appears to be an essential goal of the companies' sustainable competitive advantage and growth. In response to the challenges, mobile service providers are aggressively launching various innovative and attractive marketing campaigns and promotions with the aim to retain customer loyalty. This study adopts five dimensions of SERVQUAL instrument and four additional dimensions, namely customer perceived network quality, pricing structure, convenience, and value added services to measure service quality in the mobile telecommunication industry. This study shows that the dimensions of service quality such as assurance, empathy, customer perceived network quality, pricing structure, and value added services are positively related to customer satisfaction. Furthermore, customer satisfaction was found to have significant positive effect on customer loyalty in the Malaysian mobile telecommunication industry.