Abstract:
Over the last decade, the competition and advancement in information
communications technology seems to be exerting pressure on managers in this
industry to demonstrate customer-focused, and maintain customer base than before,
as a way to ensure customer satisfaction and brand supremacy. For such reasons, the
telecom service providers are massively implementing numerous attractive
campaigns and innovative promotions for continuous service improvement and keep
devoted clients. In the meanwhile, it‘s important to consider that in marketing
schools, acquiring satisfaction and loyalty of consumers stated as the measures of
how service and product meet their expectations.
This research looked to pick Customers of middle- and upper-class telecom
firms in metropolitan Sudan who are made up the study's target audience. A
convenient sampling technique was used in this research with the use of
questionnaire as a data collection method. Service quality, customer satisfaction, and
customer loyalty scales were adopted in this study with the total of 39 questions
divided into 4 sections. On the other hand, there were fully functional 464
questionnaire were distributed online with the use of google form survey tool.
Descriptive and inferential statistics were utilized in the study to examine the data
using SPSS software Version 26, with the use of Cronbach alpha reliability test, and
other descriptive statistics, after that empirical test using regression modelling
technique was used to test the model and hypothesis.
As indicated by the study, service excellence has a positive impact on
customer satisfaction and loyalty, this study aid to investigate the connection
between service quality, customer satisfaction, and customer loyalty, give
telecommunication companies a broad picture to understand what customers prefer,
by illustrating their feedback on services they obtain, and demonstrating how service
quality has effects on satisfaction and increase loyalty, which lead to provide better
services that contribute to enhance highly competitive market within Sudan telecom
companies.
