AHURI Final Report· 2026Q2
IMPACT OF SERVICE QUALITY DIMENSIONS ON CUSTOMER LOYALTY: THE MEDIATING ROLE OF CUSTOMER SATISFACTION AMONG SELECTED MOBILE PHONE SERVICE PROVIDERS IN EAST GODAVARI DISTRICT
- 0citations
- Q2SCImago
- 2026year
Short summary
Responsiveness and assurance in mobile phone services significantly boost customer loyalty, with customer satisfaction partially mediating this effect (n=150).
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Key points
- Responsiveness and assurance are the strongest drivers of overall service quality in mobile phone services.
- Overall service quality has a significant positive impact on customer loyalty.
- Customer satisfaction partially mediates the relationship between service quality and customer loyalty.
- A sample of 150 respondents from selected mobile service providers in East Godavari District was analyzed.
AI-generated from the title and abstract; the full text is not read.
Abstract
ABSTRACTPurpose: This study examines the impact of service quality dimensions on customer loyalty, andthe mediating role of customer satisfaction in this relationship, among customers of selectedmobile phone service providers in East Godavari District.Methodology: A convenience-cum-purposive sampling technique was adopted to identify activesubscribers of the two selected service providers, yielding a total sample size of 150respondentsthrough a structured, five-point Likert-scale questionnaire and analysed usingconfirmatory factor analysis, structural equation modelling, and bootstrapped mediation analysis(Hayes' PROCESS, Model 4).Findings: Responsiveness and assurance emerged as the strongest contributing dimensions to theoverall service quality construct, which in turn exerted a significant positive impact on customerloyalty. Customer satisfaction was found to significantly and partially mediate this relationship,accounting for a substantial share of the total effect of service quality on loyalty.Conclusion: The study concludes that service quality dimensions significantly and directly shapecustomer loyalty, while customer satisfaction further channels a considerable portion of thisinfluence, confirming a partial mediation model. These findings suggest that mobile serviceproviders should simultaneously strengthen core service attributes, particularly responsiveness andassurance, and actively manage customer satisfaction to build durable loyalty. The study offerspractical guidance for telecom operators serving semi-urban regions such as East GodavariDistrict. Future research may extend this model to additional operators and broader geographiccontexts.
The authors' abstract, as published at the source. AHURI Final Report, 2026 · DOI ↗
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Organizational Behavior and Human Resource ManagementBusiness, Management and Accounting