The Relationship of Service Quality, Customer Satisfaction, Customer Loyalty and Customer Retention in Telecommunication Industry: A Conceptual Framework

Abstract

The paper intends to propose a conceptual framework that linking the relationship of service quality, customer satisfaction, customer loyalty, and customer retention in measuring service quality provided by telcos. To achieve the objective, reviews of the literature were presented. This paper is useful to researchers conducting a study in not only the telecommunication area but also in other areas related to service quality. This paper also benefits the marketing managers in the telecommunication industry in understanding factors affecting service quality, customer satisfaction, customer loyalty, and customer retention.