Abstract

The term customer experience (CE) is used to describe an emerging trend where the sellers and buyers are connected through the past and current product and service experiences. Customer loyalty is an important tool for current and future businesses in telecommunication field. Customer loyalty can help to capture and develop future strategies. Moreover, the effect of customer satisfaction on customer loyalty is also very vital for the sustainability and stability of service provider survival in competitive markets. While customer loyalty and customer satisfaction have been examined widely in different research contexts, the issue of customer loyalty in the context of mobile telecommunication services currently represents a gap in the literature. Therefore, the objective of this study is to identify the influence of customer experience on customers’ loyalty in mobile telecommunication services. This research will gather survey data and applies structural equation modelling SEM to analyse the data. The findings will provide insights for mobile telecommunication service industries in developing strategies for improved implementation of mobile products and services as well as the design of marketing strategies along with improved business models.

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