The Impact of Quality Factors on Mobile Service Quality: The Case of a Telecommunications Company from an Emerging Country

The mobile telecommunications market in Vietnam demonstrates that development has reached saturation, especially the impact of technological developments and related policy changes. Moreover, mobile telecommunication companies, in general, seeking sustainable growth need to develop policies that enhance customer loyalty by thoroughly exploring MTSQ through the perceived value of their customers (Lu, 2024). This article investigates the impact of quality factors on the quality of mobile telecommunications services (MTSQ) at Viettel Telecommunications Corporation (Viettel Telecom). The study employs linear structural model analysis (PLS - SEM) using the partial least squares approach to analyze data obtained from 234 Viettel Telecom mobile telecommunications service consumers. The research results have contributed to providing a comprehensive, comprehensive and highly generalized theoretical framework on the quality of mobile telecommunications services. At the same time, providing important implications in policies to improve the quality of mobile telecommunications services at Viettel Telecom in maintaining its position as the number 1 telecommunications service provider in Vietnam.