Service Quality, Brand Image, Customer Satisfaction, and Customer Loyalty towards Telecommunications Service Providers in Malaysia: A PLS-SEM Approach

The country's economy has benefited greatly from the services sector, which plays a major role in economic development and provides the majority of the gross domestic product (GDP) support for a country. The service industry has paid considerable attention to research on the antecedents of customer loyalty over the years, including the telecommunications sector. Malaysia's telecommunications service providers prioritize customer loyalty as it is crucial for generating repeat business and potential referrals. The study investigates the correlation between service quality, brand image, customer satisfaction, and customer loyalty among Malaysians towards telecommunications service providers. The study utilized a convenience sampling technique and an online questionnaire to gather data from 254 respondents. The data were analysed using partial least squares structural equation modelling (PLS-SEM). The findings revealed that customer loyalty was influenced by service quality, brand image, and customer satisfaction. In addition, service quality successfully predicts customer satisfaction. Also, the mediation results showed that customer satisfaction mediates the relationship between service quality and customer loyalty. This research contributes to the theoretical advancement of the service literature by examining the impact of service quality, brand image, and customer satisfaction on customer loyalty. In practice, this study offers valuable insights to service providers on how to consistently enhance and ensure service quality and brand image while satisfying and retaining customers.