Determining the role of service quality, trust and commitment to customer loyalty for telecom service users: a PLS-SEM approach

Purpose The purpose of this paper is to determine the role service quality (SQ), trust and commitment customer loyalty (CL) for telecom users. Further, moderating gender, marital status connection type within model was tested. Design/methodology/approach A measurement created based on valid 615 responses from Indian TSUs SQ, trust, with help partial least squares structural equation modeling (PLS-SEM). Multi-group analysis (MGA) conducted understand effect status, gender model. Findings results suggest that, out five dimensions only responsiveness, assurance empathy have a significant positive relationship both trust. Tangibility has only. Both impact loyalty. It noticed that act as mediators between three SQ (assurance, responsiveness) CL. MGA revealed responsiveness positively induce in users who are single. Whereas, increases toward providers married Assurance significantly contribute respectively, male compared females. Empathy found important postpaid trust-building, whereas be more prepaid stay loyal provider. Originality/value This article contributes understanding CL moderated by an integrated concerning service.