IMPROVING CUSTOMER LOYALTY THROUGH SERVICE QUALITY: THE MEDIATING ROLE OF CUSTOMER SATISFACTION IN THE UNITED ARAB EMIRATES TELECOMMUNICATION INDUSTRY

Authors

  • Hussain Alzamani School of Business Management (SBM) UUM College of Business 06010 UUM Sintok Kedah Darul Aman, Malaysia

DOI:

https://doi.org/10.56548/msr.v5i2.207

Abstract

This paper discussed the correlation between service quality, customer satisfaction, and customer loyalty in the telecommunication sector in the United Arab Emirates (UAE). Quantitative approach and SEM-PLS were used to gather data from (384) customers in Sharjah. The results showed that the general service quality has a considerable direct impact on customer loyalty. Although service quality also has a positive impact on the customer satisfaction, customer satisfaction does not mediate the relationship between all dimensions of service quality and customer loyalty. The assurance and tangibles are the only ones mediated with, and reliability, responsiveness, and empathy do not have significant indirect effects. This study added to the theory by expanding the use of EDT to a highly regulated, duopolistic telecommunication environment and provides practical implications to the telecommunication providers in the UAE who are aiming to increase customer loyalty by improving the quality of service offering to their customers in ways that are targeted and specific.

 

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Published

2026-05-12

How to Cite

Alzamani , H. (2026). IMPROVING CUSTOMER LOYALTY THROUGH SERVICE QUALITY: THE MEDIATING ROLE OF CUSTOMER SATISFACTION IN THE UNITED ARAB EMIRATES TELECOMMUNICATION INDUSTRY. Management Science Research Journal, 5(2), 1–20. https://doi.org/10.56548/msr.v5i2.207

Issue

Vol. 5 No. 2 (2026): MAY 2026

Section

Articles

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Copyright (c) 2026 Hussain Alzamani

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