IMPACT OF SERVICE QUALITY ON SERVICE LOYALTY IN STRENGTHENING CUSTOMER RELATIONSHIP IN TELECOM SERVICES

The aim of the present study is to determine the dimensions of service quality that have a significant impact on service loyalty in order to strengthen the performance of telecom services providers, adopting CRM practices. Based on the review of literature, an Extended SERVQUAL scale with seven dimensions and SERVLOYAL scale with seven dimensions were considered appropriate for the present study. Data from 490 mobile subscribers were used for data analysis - to extract and confirm factors relevant to service quality and service loyalty. Regression analysis determined those service quality dimensions that predict each of the service loyalty dimensions. Path Model was constructed to confirm the relationship between service quality and service loyalty using structural equation modeling technique. The findings provide insights to the mobile service providers in restructuring and prioritizing those service quality dimensions and develop operational strategies by highlighting key aspects of service quality for mobile service providers.