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The Mediating Role of Customer Satisfaction on Brand Loyalty in Relation to Service Quality and Price Among Telecommunication Companies
Abstract
The present study aimed at examining the influence of service quality and price on brand loyalty through the mediating effect of customer satisfaction. The researcher prepared a well-structured questionnaire and collected data from 150 customers on a convenient sampling method. The population of the study area is Kerala state. The study identified that any change in service quality and price will yield a 37% change in the dependent variable that is the loyalty of the customer. The study also found that there is a mediating effect between the independent and dependent variable. The researcher concluded that customer satisfaction is an important instrument for evaluating service providers' service quality, and it may be measured using customer expectations for a variety of services supplied by telecommunication service providers.
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