Year: 2026
Type: article
Study design: Observational Study
Abstract: This paper explores the role of Customer Satisfaction as a key driver of Customer Loyalty in the North Macedonian mobile telecommunications sector. The study employs quantitative research using survey data from 160 users and addresses the research gap by providing data-driven analysis of customer satisfaction factors and their influence on brand loyalty. Generational preferences and the importance of bundled service packages are also analyzed. The results underscore the importance of consistent service delivery, transparent pricing, and responsive support in retaining customers. Findings reveal that Customer Satisfaction is the strongest predictor of Customer Loyalty, followed by Service Quality, employee responsiveness, pricing fairness, and service assortment. Practical recommendations for telecom providers include hybrid customer service models, real-time feedback systems, and personalized engagement. The study offers strategic insights for organizations aiming to build loyalty in increasingly competitive and digitally evolving Telecommunication Industry.
Authors: Bojana Angjelkovska, Ilijana Petrovska
Institution: University American College Skopje
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W7223666437