Abstract

The challenging questions that face telecom managers are: How customers perceive and judge service quality in
mobile telecom industry? Also, how can they build loyalty by choice? The prime objective of this study is to
analyze the Service Quality Effects on Customer Loyalty in the Jordanian Telecom Sector. The population of
this study is IT and MIS university students. The prime criterions behind it are that these students are a target
market for the telecom organizations and more attracted to advertisement and promotional activities. The study
used descriptive analysis, one way ANOVA, Pearson Correlation, and finally stepwise regression analysis was
calculated to assess the impact of SERVQUAL factors on customer loyalty. The statistical results of Pearson
correlation (0.626) indicate a strong and positive correlation between SERVQUAL and customer loyalty in the
Jordanian telecom market. Also, the Study found that SERVQUAL had a significant impact at level (P? 0.05) on
customer loyalty in the Jordanian telecom market. In addition, the study showed that Durbin-Watson value forthe
SERVQUAL was (1.901).

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