THE ROLE OF TRUST, SATISFACTION AND SERVICE QUALITY IN SHAPING CUSTOMER LOYALTY – A CASE OF TELECOM SECTOR

Abstract

Among the sharp competition in Pakistan telecommunications sector, the identification of factors influencing customer loyalty has gained distinct importance. This study uses an exploratory research design, drawing on primary data collected from a varied sample of respondents. The investigation foci on key independent variables that are customer satisfaction, customer trust, and service quality. Whereas customer loyalty is abstracted as a dependent variable. The study consists of leading mobile service providers in Pakistan, including Jazz, Telenor, Ufone, and Zong. To observe the interrelations among the variables, correlation analysis was initially conducted, trailed by regression analysis to evaluate the statistical significance of these relations. The results validate that all independent variables give a positive and significant influence on customer loyalty. Among these, customer satisfaction is the leading variable, whereas customer trust and service quality, in spite of their significance, display less explanatory power, in Pakistan’s telecom industry.