The expected quality of service in the

The expected quality of service in the telecommunication industry has a directed
impact on the loyalty of the customers towards telecom providers. As a result, the
quality of the service provided by a company has a direct impact on the loyalty of their
clients (Izogo, 2017). Due to this, leading companies in the telecommunication sector of
the UK, focus significantly upon the quality of service being offered in order to enhance
the level of trust shown by their consumers towards their brand. Ultimately, it has
positive implication upon customer loyalty both indirectly and directly in the
telecommunication sector.
2.2 Determinants of Customer Loyalty
With respect to the determinants of customer loyalty in the telecommunication
sector, the factors of customer loyalty and dedication may differ depending on the
nature of the business and the types of objectives of the customers. From the work of
Nguyen et al (2018), it can be inferred that, when contemplating contributing
components of consumer loyalty and firmness, companies in the telecommunication
sector must consider that these clients have several inclinations, qualities, knowledge or
purpose, that can determine their decisions of buying from a certain business as
opposed to another.
On the other hand, Alnaser et al (2017) argued that organisations must
constantly monitor consumer loyalty, customer firmness and customer satisfaction. They
argued that the loyalty of their customers can be described as one of the most important

Research Proposal 9
achievements that the leading companies in the telecommunication sector can use in
order to understand the appropriate advertising methodologies and also develop new
approaches to Customer Relationship Management (CRM) to keep consumers coming
back to them.
Furthermore, Calvo-Porral and Levy-Mangin (2016) stated that the reliability of
the customer's determinants in the telecommunication sector of the UK may vary
according to the industry, the nation and the market phase of the article's life cycle. In
terms of customer service, complaints handling systems and procedures play a decisive
role in terms of customer satisfaction levels.
In addition to this, Capita (2019) emphasised in their study the importance for
organisations in the telecommunication sector to set a benchmark for the purpose of
dealing with customers that display a concern around quality of product or integrity of
the sales journey. In this regard, Capita (2019) further added that the telecom
companies in the UK have stepped forward in this matter and have implemented certain
actions, such as: offering compensation to unhappy customers, setting in place a
specialist complaints management operation and also holding themselves accountable
more than they used to in the past.
With reference to determinants of customer loyalty in the telecommunication
sector of the UK, Causon (2019), the CEO of the Institute of Customer Services
explained how the UK latest Customer Satisfaction Index demonstrates the rise of the
number of customers that encounter issues with organisations in the telecommunication
sector of the UK. Causon (2019) thus inferred that businesses can miss opportunities