From Service Quality to E-WOM: Exploring the Roles of Customer Satisfaction and Loyalty in Mobile Telecom Services

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@article{1718384,
      author = {Babeeta Mehta, Prof. Audhesh Kumar},
      title = {From Service Quality to E-WOM: Exploring the Roles of Customer Satisfaction and Loyalty in Mobile Telecom Services},
      journal = {Iconic Research And Engineering Journals},
      year = {2026},
      volume = {9},
      number = {11},
      pages = {4311-4319},
      issn = {2456-8880},
      url = {https://www.irejournals.com/formatedpaper/1718384.pdf},
      abstract = {Purpose: The purpose of this paper is to determine the role of service assurance, service reliability, and price fairness in forming customer satisfaction and customer loyalty (CL). It further identifies whether satisfaction and loyalty in customers lead to positive word of mouth (WOM) or not.

Design/methodology A measurement model was created based on valid 410 responses from Indian telecom users for SQ, price fairness, satisfaction, loyalty and E-WOM with the help of AMOS. The conceptual model for the study uses price fairness in addition to dimensions from SERVQUAL to identify customer satisfaction and loyalty and finally their influence on E-WOM.

Findings: The study revealed that only price fairness had a substantial impact on customer loyalty, although all three aspects (assurance, reliability, and price fairness) had a significant impact on satisfaction. Furthermore, where consumer satisfaction was insignificant, customer loyalty significantly increases E-WOM in customers.

Originality/Novelty this study contributes in understanding antecedents of customer satisfaction and loyalty and also the impact of satisfaction and loyalty in creating positive E-WOM.},
      keywords = {Service quality, Loyalty, Satisfaction, E- WOM, Telecom, AMOS},
      month = {May},
      doi = {https://doi.org/10.64388/IREV9I11-1718384}
  }