Cognitive perceptions and behavioral loyalty in telecommunication services: Integrating SERVQUAL and CSI in the Philippine context

Telecommunications play a vital role in the public utility sector, particularly in the Philippines, where connectivity is central to economic and social development. This study aimed to identify the key factors influencing customer satisfaction and loyalty in the Philippine telecommunications industry by integrating the SERVQUAL framework and the Customer Satisfaction Index (CSI) model. Using purposive sampling, a total of 416 valid Filipino respondents participated by completing an online questionnaire composed of 29 items covering SERVQUAL dimensions, brand image, price, expectations, perceived value, customer satisfaction, and loyalty. Data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The results revealed that perceived value exerted the strongest influence on customer satisfaction, followed by SERVQUAL dimensions, customer expectations, and brand image. Notably, responsiveness emerged as a critical driver of perceived service quality, highlighting the importance of a provider's ability to promptly address customer concerns and deliver satisfactory service. These findings underscore the complex interplay between cognitive evaluations and behavioral loyalty in the telecom sector. This study offers practical implications by providing a nuanced understanding of the psychological and service-related factors that shape customer satisfaction and loyalty. The insights enable telecommunication companies to refine their strategies, align service delivery with customer expectations and perceived value, and ultimately foster long-term satisfaction and loyalty in a competitive market.