IMPACT OF SERVICE QUALITY DIMENSIONS ON CUSTOMER LOYALTY: THE MEDIATING ROLE OF CUSTOMER SATISFACTION AMONG SELECTED MOBILE PHONE SERVICE PROVIDERS IN EAST GODAVARI DISTRICT

ABSTRACTPurpose: This study examines the impact of service quality dimensions on customer loyalty, andthe mediating role of customer satisfaction in this relationship, among customers of selectedmobile phone service providers in East Godavari District.Methodology: A convenience-cum-purposive sampling technique was adopted to identify activesubscribers of the two selected service providers, yielding a total sample size of 150respondentsthrough a structured, five-point Likert-scale questionnaire and analysed usingconfirmatory factor analysis, structural equation modelling, and bootstrapped mediation analysis(Hayes' PROCESS, Model 4).Findings: Responsiveness and assurance emerged as the strongest contributing dimensions to theoverall service quality construct, which in turn exerted a significant positive impact on customerloyalty. Customer satisfaction was found to significantly and partially mediate this relationship,accounting for a substantial share of the total effect of service quality on loyalty.Conclusion: The study concludes that service quality dimensions significantly and directly shapecustomer loyalty, while customer satisfaction further channels a considerable portion of thisinfluence, confirming a partial mediation model. These findings suggest that mobile serviceproviders should simultaneously strengthen core service attributes, particularly responsiveness andassurance, and actively manage customer satisfaction to build durable loyalty. The study offerspractical guidance for telecom operators serving semi-urban regions such as East GodavariDistrict. Future research may extend this model to additional operators and broader geographiccontexts.