Telecommunications service quality, customer satisfaction and customer loyalty in pandemic times

Abstract

Purpose This study aims to empirically explore telecommunications service quality (SQ) and its impact on the customer loyalty (CL) through a mediating impact of customer satisfaction (CS) during the COVID-19 pandemic crisis. Design/methodology/approach A survey was conducted involving 384 customers of telecommunications service providers in Egypt. The hypothesized direct relationships were tested through regression analysis, and the mediating effect was tested using structural equation modeling technique. Findings The results reveal a strong positive relationship of SQ dimensions, CS and CL. Reliability, privacy and security and convenience, respectively, proved to increase CS and CL more than the other SQ dimensions, particularly during COVID-19. Moreover, CS was found to significantly and fully mediate the effect of SQ on CL. Research limitations/implications This is an empirical research applied in the Egyptian telecommunications setting. Its relationships need further investigation in other settings and countries. Also, traditional limitations of a cross-sectional study apply with respect to the attribution of causality and the time lag effects. Practical implications In strategic planning of telecommunications services and the associated consumer behavior, the results of this study can be helpful for policymakers. In case of similar epidemics and natural calamities, consumers may depict similar behavior as shown during the lockdown and social distancing during COVID-19; hence, this study can help regulatory bodies in preparing their safety roadmap. Originality/value This study contributes to the body of knowledge in enhancing the understanding on the impact of telecommunications SQ on CS and loyalty, particularly during the COVID-19 pandemic crisis.