Internet of Things and Cloud Computing

Submit a Manuscript

Publishing with us to make your research visible to the widest possible audience.

Propose a Special Issue

Building a community of authors and readers to discuss the latest research and develop new ideas.

Impact of Quality of Service on Customer Loyalty: A Critical Study of Cellular Mobile Broadband Sector in Pakistan

Quality of Service (QoS) is the degree to which a service provided by an operator promotes customer satisfaction. In telecommunications sector service quality is a set of specific parameters provided by service providers to their customers, which are necessary for achieving the required functionality of the requested service. In current global competitive telecommunication business market, the quality of a service is being considered as a differentiator for users if service features or price of services of service providers are similar. The potential of growth and scope for telecommunication services in general and mobile broadband services in developing countries like Pakistan is encouraging. The objective of this research work is to analyze the impact of service quality gaps with customer loyalty in the mobile broadband sector of Pakistan. The cellular mobile operators in Pakistan are facing issue of declining customer loyalty and increasing churn rate of customers in search of their expected quality of service. In this research the service quality gaps will be considered as independent variables while customer loyalty as dependent variable. The SERVQUAL model proposed by Parasuraman, Zeithaml and Berry (1988) will be used to probe the effects of five dimensions of service quality viz. tangibility, assurance, responsiveness, reliability, and empathy on consumer loyalty. Data of 200 current LTE broadband consumers using mobile service of four cellular mobile operators of Pakistan (Jazz-PMCL, Ufone-PTML, Zong-CMPak and Telenor) will be collected through structured questionnaires. The response received from end users of broadband services through these questionnaires will be analyzed through SPSS to determine the causal relationship of service quality dimensions and customer loyalty. The results of analysis will depict that the service quality dimensions will have significant and positive impact on customer loyalty.

Quality of Service, SERVQUAL Model, Customer Satisfaction, Customer Loyalty, Pakistan Telecommunication Authority (PTA)

Imran Khan, Alamgir Naushad, Muhammad Sheharyar. (2023). Impact of Quality of Service on Customer Loyalty: A Critical Study of Cellular Mobile Broadband Sector in Pakistan. Internet of Things and Cloud Computing, 10(4), 37-57.

Copyright © 2022 Authors retain the copyright of this article.
This article is an open access article distributed under the Creative Commons Attribution License ( which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

1. Ansar, S., & Lodhi, S. (2015). The impact of service quality on customer satisfaction in telecom sector of Pakistan. An empirical study of Pakistan. International Journal of Scientific & Engineering Research, 6 (10), 1639-1645.
2. Vilaikruad, A., Anchuen, P., Uthansakul, P., & Uthansakul, M. (2017, June). Effect of quality-of-service parameters on quality of experience for YouTube service in mobile networks. In 2017 14th International Conference on Electrical Engineering/Electronics, Computer, Telecommunications, and Information Technology (ECTI-CON) (pp. 568-571). IEEE.
3. Mitra, S., & Abu-Rgheff, M. (2009). Quality of service (QoS) issues in multimedia wireless network: A survey. Journal of Mobile Multimedia, 5 (3), 181-202.
4. Nasir, A., Mushtaq, H., & Rizwan, M. (2014). Customer loyalty in telecom sector of Pakistan. Journal of Sociological Research, 5 (1), 449-467.
5. Rind, M. M., Khuhro, M. A., Ujan, I. A., & Shah, A. (2015). Journal of ISOSS 2015 Vol. 1 (2), 131-139 Measuring the Impact Of Service Quality In Telecommunication Services Of Pakistan: A Conceptual Framework. Journal of ISOSS, 1 (2), 131-139.
6. Khan, M. F., & Das, I. (2017, October). A study on quality-of-service routing protocols in mobile ad hoc networks. In 2017 International Conference on Computing and Communication Technologies for Smart Nation (IC3TSN) (pp. 95-98). IEEE.
7. Anuraadha, M. V. (2014). A Cram on Customer Satisfaction on Broadband & Wireless Services. International Journal of Managerial Studies and Research, 2 (9), 23-31.
8. Rajeswari, S., & Srinivasulu, Y. (2015). Does Customer Satisfaction Leads To Customer Loyalty In Telecom Sector-With Special Reference To Dsl Service. Prestige International Journal of Management & IT-Sanchayan, 4 (1), 1.
9. Mulder, P. (2019, November 14). SERVQUAL Model, a Quality Management Tools. Retrieved May 03, 2020, from
10. Rahman, M. S., Aziz, N., Raman, M., Haque, M., & Khan, A. H. (2013). Broadband Services Selection Criteria of Young Users: Exploratory and Confirmatory Factor Analytic Approach. International Journal of Business and Social Science, 4 (5).
11. Rehman, I. U., Nasralla, M. M., & Philip, N. Y. (2019). Multilayer perceptron neural network-based QoS-aware, content-aware and device-aware QoE prediction model: a proposed prediction model for medical ultrasound streaming over small cell networks. Electronics, 8 (2), 194.
12. Suzuki, K. (2017). Overview of deep learning in medical imaging. Radiological physics and technology, 10 (3), 257-273.
13. Gyawali, S., & Kunwar, N. (2014). Customer Satisfaction over Service Quality Dimensions: Exploring SERVPERF in Private Banks of Butwal. The KIC Journal of Management and Economic Review, 1 (2), 14-27.
14. Joshi, S. (2014). Customer experience management: An exploratory study on the parameters affecting customer experience for cellular mobile services of a telecom company. Procedia-Social and Behavioral Sciences, 133, 392-399.
15. Jayakar, K. (2018). Universal Broadband: Option, Right or Obligation?. Journal of Human Values, 24 (1), 11-24.
16. Figure 1 User Data Throughput (3G)’, PTA, 2019 Accessed Nov. 12, 2020. [Online]. Available: