Research Paper on Customer Loyalty Toward Telecom Companies in Hungary During the COVID-19 Pandemic: The Impact of Service Quality

Description

Title: Customer Loyalty Toward Telecom Companies in Hungary During the COVID-19 Pandemic: The Impact of Service Quality

Abstract: One of the industries with the greatest rate of growth is telecommunications. Due to the COVID-19 pandemic, customers now rely more on telecommunications to carry on with their work and studies. The COVID-19 pandemic’s increased use of the internet and telecom services has presented many risks and difficulties for the telecom industry’s efforts to satisfy consumer demands. Understanding what influences customer loyalty to telecom companies during the COVID-19 pandemic is crucial in this regard. This study examines how customer satisfaction, perceptions of promotional offers, and service quality affect customers’ loyalty to telecom providers in Hungary. The study also looked at how customer satisfaction and perceptions of promotional offers mediated the relationship between service quality and customer loyalty. Comparing how customers from foreign countries who reside in Hungary behaved toward telecom companies during the COVID-19 pandemic is another goal of the study. Data were gathered for the study using a well-structured questionnaire and a linear snowball sampling technique. A total of 589 completed responses—208 from Hungarian customers and 381 from foreign respondents—were used for the analysis. Regression analysis was applied using the AMOS 22 package to analyze the data that had been gathered. The findings of our study showed that customer loyalty among both Hungarian and foreign customers is positively influenced by service quality and perceptions of promotional packages. Customer satisfaction, on the other hand, has a significant impact on customer loyalty only among foreign customers. The outcomes also demonstrated the mediatory function of promotional offers and customer satisfaction between service quality and satisfaction. For managers of telecom companies in Hungary, this study will have important practical ramifications.

Keywords: customer loyalty; COVID-19; promotional packages; service quality; telecommunications

Paper Quality: SCOPUS / Web of Science Level Research Paper

Subject: Economics

Writer Experience: 20+ Years

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