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39 

        MULTIDISCIPLINARY SCIENTIFIC RESEARCH 
          BJMSR VOL 9 NO 5 (2024) P-ISSN 2687-850X E-ISSN 2687-8518 

         Available online at https://www.cribfb.com 

     Journal homepage: https://www.cribfb.com/journal/index.php/BJMSR 

                                                                                                                                                                                                    Published by CRIBFB, USA 
                                                                                                                                     

EXAMINING SUBSCRIBER’S LOYALTY IN OMAN’S TELECOM 

INDUSTRY: A STUDY ON SERVICE QUALITY, TRUST, AND 

SATISFACTION           
 

 Ghilan Al-Madhagy Taufiq Hail (a)1    Saad Osman Ahmed Almhlawi (b)  Devarajanayaka Kalenahalli 

Muniyanayaka (c)   Mohanaad Shakir (d)     Sharifa Suleiman Al-Mamari (e) 
 

(a) Assistant Professor, College of Business, University of Buraimi, Al Buraimi Governorate, Sultanate of Oman; E-mail: taufiq.h@uob.edu.om 
(b) Associated Professor, College of Business, University of Buraimi, Al Buraimi Governorate, Sultanate of Oman; E-mail: Saad.o@uob.edu.om 
(c)Assistant Professor, College of Business, University of Buraimi, Al Buraimi Governorate, Sultanate of Oman; E-mail: 

devarajanayaka@uob.edu.om 

(d)Assistant Professor, College of Business, University of Buraimi, Al Buraimi Governorate, Sultanate of Oman; E-mail: mohanaad.t@uob.edu.om 
(e)BSc Student, College of Business, University of Buraimi, Al Buraimi Governorate, Sultanate of Oman; E-mail: 1810391@uob.edu.om 
                   

 
A R T I C L E I N F O 

 
 

Article History: 

 
Received: 20th July 2024 

Reviewed & Revised: 20th July 

to 11th November 2024 

Accepted: 17th November 2024 

Published: 22nd November 2024 

 
Keywords: 

 

Coercive Loyalty; Oman Telecom Operators, 
PLS-SEM, Quality of Service, Subscriber’s 

Satisfaction, Trust 

 
JEL Classification Codes: 

 

M10, M31 

 

      Peer-Review Model:  

 
      External peer review was done through  

      double-blind method. 

        

 
A B S T R A C T      
 
The Omani telecom industry has evolved significantly, substantially expanding services driven by 

growing local and global demand. Notable changes have occurred with the entry of new operators, 

intensifying competition within this dynamic sector. Despite the increasing importance of customer 

satisfaction and loyalty in Oman's telecom landscape, limited research has focused on subscribers' 

perceptions, which play a crucial role in market competitiveness and economic growth. This study 

investigates the impact of service quality, trust, and satisfaction on subscribers' loyalty in Oman's telecom 

industry, addressing gaps in understanding customer expectations and needs. Using survey data from 

162 active subscribers across Oman's three primary telecom providers—Omantel, Ooredoo, and 

Vodafone—this research employed a quantitative approach. It analyzed the data through Partial Least 

Squares Structural Equation Modeling (PLS-SEM) to explore the impact of service quality, trust, and 

satisfaction on subscribers' loyalty toward their preferred telecom providers. The results show that 

service quality and trust-building on the telecom preferred operator significantly impact customer 

satisfaction, emphasizing the need for high-quality services and strong customer trust. Furthermore, 

subscribers' trust in their provider and satisfaction with its services substantially influence subscriber 

loyalty, underscoring the critical role of these factors in reducing churn rates in a dynamic and 

competitive market. This research contributes to understanding subscribers' behavior in Oman's telecom 

landscape. It highlights the crucial role of Quality of service, trust, and customer satisfaction in retaining 

customer loyalty in a competitive and evolving marketplace. 

 
 

© 2024 by the authors. Licensee CRIBFB, USA. This open-access article is distributed under the 
terms and conditions of the Creative Commons Attribution (CC BY) license 
(http://creativecommons.org/licenses/by/4.0).  

            

 

INTRODUCTION 

The telecommunications sector in Oman has evolved significantly, experiencing a substantial expansion in services due to 

the growing demand for local and global connectivity (BaOmar et al., 2024). This sector, however, faces intense challenges, 

including fierce competition among telecom companies, subscriber retention, maintaining or increasing market share, long-

term viability, and the high risk of subscriber churn as customers switch to competitors (Ribeiro et al., 2024). Since acquiring 

new subscribers has become increasingly difficult and costly, scholars emphasize retaining existing subscribers to reduce 

churn (Ribeiro et al., 2024). Over the last decade, the rapid development of Oman’s telecom sector has also witnessed 

heightened competition, especially following the entry of international operators like Vodafone and Ooredoo. These recent 

changes have made subscriber loyalty critical for sustaining market share. Consequently, telecom operators now employ e-

marketing strategies to strengthen brand loyalty among mobile and internet users (Mullatahiri & Ukaj, 2019). 

Customer loyalty is essential for sustainable growth in telecom companies (Turnbull et al., 2000), underscoring the 

need for a deeper understanding of loyalty and the factors that impact subscriber retention or acquisition. While several 

                                                      
1Corresponding author: ORCID ID: 0000-0002-4752-1124 
© 2024 by the authors. Hosting by CRIBFB. Peer review is the responsibility of CRIBFB, USA.  

https://doi.org/10.46281/bjmsr.v9i5.2255 

 
To cite this article: Taufiq Hail, G. A.-M., Almhlawi, S. O. A., Muniyanayaka, D. K., Shakir, M., & Al-Mamari, S. S. (2024). EXAMINING 

SUBSCRIBER’S LOYALTY IN OMAN’S TELECOM INDUSTRY: A STUDY ON SERVICE QUALITY, TRUST, AND SATISFACTION. Bangladesh 

Journal of Multidisciplinary Scientific Research, 9(5), 39-55. https://doi.org/10.46281/bjmsr.v9i5.2255 

http://creativecommons.org/licenses/by/4.0/)
http://creativecommons.org/licenses/by/4.0/)
https://www.openaccess.nl/en
https://doi.org/10.46281/bjmsr.v9i5.2255
https://orcid.org/0000-0002-4752-1124
https://orcid.org/0009-0004-9256-9065
https://orcid.org/0000-0003-0853-4085
https://orcid.org/0000-0002-1208-3013
https://orcid.org/0009-0002-3589-1811


Hail et al., Bangladesh Journal of Multidisciplinary Scientific Research 9(5) (2024), 39-55

 

40 

studies have explored the Omani telecom sector, they primarily focus on employee emotions and performance (BaOmar et 

al., 2024), frameworks for managing the impact of the COVID-19 crisis, assessments of digital influences on employee 

experience and performance (Porkodi et al., 2023), financial performance evaluations of Omantel and Ooredoo 

(Muthuraman et al., 2021), and strategic innovation management within Omantel (Al Abri, 2021). More research needs to 

be done on customer satisfaction, trust, perceived service quality, and how these elements influence loyalty despite their 

potential to mitigate churn. 

The range of services offered by telecom companies, combined with the critical role that subscriber perceptions 

play in shaping preferences, underscores the importance of understanding how service quality affects loyalty in Oman’s 

telecommunications sector (Belwal & Amireh, 2018). In general, to cultivate loyal customers, initial satisfaction is essential 

(Alam et al., 2021). In other words, loyalty is preceded by satisfaction, which leads to profitability and helps sustain an 

organization's position in the marketplace (Khan et al., 2020; Zayed et al., 2022; Islam et al., 2023). Subscriber loyalty is 

essential for business success, yet in Oman's telecommunications landscape, scholarly exploration of this topic remains to 

be limited, particularly from subscriber perceptions. Hence, gaining insights into the impact of service quality on customer 

loyalty and the influence of satisfaction and trust is crucial for retaining subscribers in a competitive market where 

subscribers may easily migrate to providers offering better Quality, affordability, or customer service. Although subscriber 

loyalty is a key differentiator in Oman's telecom sector, empirical research still needs to be expanded, with little focus on 

the subscriber perspective, which is vital for shaping the telecom industry in Oman. 

This study aims to fill a gap in the existing literature by examining the roles of service quality, trust, and satisfaction 

in shaping subscriber loyalty in Oman’s telecom industry among Oman’s major telecom companies—Omantel, Ooredoo, 

and the new entrant, Vodafone—within an oligopolistic market traditionally characterized by monopolistic practices in the 

Middle East (Belwal & Amireh, 2018). This would offer valuable insights for academic researchers and industry 

practitioners. This research aims to identify critical factors influencing subscriber loyalty in Oman's telecom sector, offering 

theoretical insights and practical strategies for industry stakeholders. Specifically, the study investigates how service quality 

and trust impact subscriber satisfaction and how satisfaction and trust foster loyalty within the Omani telecom market. To 

achieve these aims, the researchers employ an empirical approach, using quantitative methods with survey instruments 

distributed among subscribers of various telecom operators in Oman. 

 This paper proceeds: First, we comprehensively review relevant literature and hypotheses. Next, we detail the 

research methodology, followed by a thorough analysis and interpretation of results. Finally, we conclude with implications, 

limitations, and directions for future research. 

 

LITERATURE REVIEW 

The following subsections delve into exploring the literature and develop the hypotheses of the current study. 

 

Subscriber’s Loyalty in Telecom Operators  

Recent research indicates that customer behavior in subscription markets differs significantly from behavior in non-

subscription markets. These differences are highlighted in the literature with the following characteristics: (1) subscription 

products or services are typically purchased on an annual basis; (2) subscribers tend to remain loyal to a single provider; 

and (3) a contract often exists between the subscriber and the provider for the duration of the subscription, such as an annual 

subscription (McDonald et al., 2024). Furthermore, subscription-based services across multiple industries, such as telecom 

subscriptions for mobile or internet connectivity, have seen significant growth, outperforming product-based businesses 

since 2012 (Muratcehajic & Loureiro, 2024). However, churn rates have also markedly increased in recent years, averaging 

33%-35% annually in telecommunications and home entertainment subscriptions. Although substantial gains are achieved 

by acquiring new subscribers, subscriber churn has become a critical issue that demands focused attention from providers 

(McDonald et al., 2024). Consequently, a significant emphasis on customer value and loyalty in academia  (Muratcehajic 

& Loureiro, 2024) warrants the investigation to cope with changing customer attitudes and evolving churn rates. 

The entrance of new international operators, such as Ooredoo and Vodafone, has intensified competition in the 

Omani telecom industry, making subscriber loyalty a critical factor for sustaining market share. Operating within this 

competitive landscape, mobile operators capitalize on the widespread adoption of mobile telephony and internet services, 

leveraging effective e-marketing communication strategies to cultivate a loyal customer/subscriber base and fortify brand 

allegiance (Mullatahiri & Ukaj, 2019). In this rivalry-intensified climate of the Telecom industry in the Sultanate of Oman, 

the loyalty of customers became a significant factor in retaining subscribers and enduring sustainable growth among mobile 

operators (Turnbull et al., 2000). Therefore, sustaining subscribers' loyalty and increasing their numbers have become 

imperative in the furious and highly competitive market mobile operators have encountered in recent years (Dimitriadis & 

Zilakaki, 2019). Scholars such as Oliver (2000) address the importance of loyalty as a deep-seated commitment to make 

customers engage with a preferred service or product. However, other external factors or marketing initiatives can influence 

customers' switching behavior.  

The telecommunications sector faces intense challenges, including competition from rival companies, retaining 

subscribers, increasing or maintaining market share, long-term survival, and the high risk of subscriber churn as customers 

switch to competitors (Ribeiro et al., 2024). Furthermore, since acquiring new subscribers (i.e., acquisition) has become 

complex and costly, scholars suggest focusing on retaining existing subscribers (i.e., retention) rather than acquiring new 

ones—in other words, reducing churn (Ribeiro et al., 2024) 

Recognizing the significant financial implications related to the decline of customers, cultivating customers' loyalty 

is a priority for businesses to preserve and endure market competitiveness (Ofori et al., 2018). A profound number of 



Hail et al., Bangladesh Journal of Multidisciplinary Scientific Research 9(5) (2024), 39-55

 

41 

practitioners, market experts, and scholars pay attentive attention to the pivotal role of customer loyalty in shaping the 

markets and avoiding falling customer churn  (Deng et al., 2010; Ofori et al., 2018). Several factors in the literature determine 

the subscribers' loyalty in the telecom industry. These factors include Quality of service, subscriber satisfaction, and trust, 

all of which are critical factors influencing subscribers' loyalty (CUSL) intentions (Belwal & Amireh, 2018; Dasanayaka et 

al., 2020; Deng et al., 2010; Koay et al., 2020; Mntande et al., 2023, 2023; Susanti et al., 2018). In the Omani context, 

having a deeper understanding of subscribers' perceptions of service quality offered by Telecom operators locally established 

in Oman is decisive. Belwal and Amireh (Belwal & Amireh, 2018; Edeh et al., 2023) state that it is important to investigate 

subscribers' perceptions of service quality in order to shape their loyalty within the Omani telecommunications market. 

Customer loyalty can be strengthened by providing a superior service experience that meets customer expectations 

for service quality (Aburayya et al., 2020). Consequently, telecom operators must continually focus on delivering the Quality 

of service that customers expect, as their satisfaction will likely influence and enhance long-term loyalty among subscribers 

(Mntande et al., 2023). Hence, telecom operators aim to nurture and expand their base of loyal patrons in search of customer 

satisfaction and to maintain their loyalty. The current research, therefore, identifies and highlights the existing gaps in the 

literature by providing a unique investigation of Omantel and Ooredoo, two prominent telecommunication operators, as 

well as the new entrant, Vodafone, in the oligopolistic telecom market, historically dominated by monopolistic practices 

(Belwal & Amireh, 2018).  

 

Service Quality (QOS) and Subscriber’s Satisfaction (SAT) Relationship  

As defined by Grönroos (1984), service quality encompasses the outcome of an evaluative process wherein customers 

compare their expectations with the services received. Similarly, Parasuraman et al. (1988)  elucidate service quality as a 

distinct construct reflective of customers' perceptions and performance expectations, albeit not synonymous with 

satisfaction. Giving an attentive understanding of the customer's (i.e., subscriber in the study's context) perception and 

his/her value in driving business growth and survival in a highly competitive and cut-throat competition market is pivotal 

and made consumer an important element in business operations' sustainability (Chandrasekhar et al., 2019; Chowdhury, 

2023).   

In the dynamic landscape of the Omani telecom industry, characterized by the entry of new international operators, 

the significance of service quality cannot be overstated. With heightened competition, understanding the intricate interplay 

between service quality and SAT is paramount in fostering subscriber CUSL. Grönroos (1984) contends that service quality 

transcends a mere static metric, embodying the culmination of customers’ evaluative processes. Additionally, Kala et al. 

(2024) emphasized that QOS is reliable, seamless, and efficient significantly increases the likelihood of users returning to 

the service based on their positive experiences, ultimately enhancing satisfaction. Their study found a strong, significant 

relationship between QOS and SAT, affirming that superior service quality fosters positive customer perceptions, promotes 

higher adoption rates, and encourages loyalty, especially when services are perceived as reliable, secure, and uninterrupted. 

Furthermore, operators surpassing subscribers' service expectations are poised to garner loyalty, given the 

discerning nature of subscribers amidst increased options in Oman's competitive market. Moreover, the conceptualization 

of service quality encompasses both technical (what is achieved) and functional (how it is delivered) dimensions. Grönroos 

(1984) delineates that customer expectations and prior experiences shape perceptions of service quality, further influencing 

satisfaction levels. This multidimensional evaluation process underscores the nuanced nature of subscriber satisfaction 

assessment within the telecom industry.  

The rapid technological advancement in the telecommunication sector has made telecom services important 

personally and professionally. These recent development and the competitive environment in the Telecomm sector in Oman 

especially with the three operators− Omantel, Ooredoo, and Vodafone− currently working in the local market have increased 

the expectations of subscribers and their need for Quality of network services as well as new innovative services that cope 

with international standards and the fast pace development.  

The triad of excellence in network reliability, innovative services that are aligned with recent advancements in 

technology, and competitive customer service made it difficult for Telecom operators to cope with the furious competition, 

differentiate themselves from other operators, and retain customer’s subscription and loyalty, which can significantly impact 

business continuity and sustainability in Omani competitive Telecom markets. Additionally, the diverse demographic 

landscape in Oman, the varying subscriber's necessities and expectations, and the varying terrain of Oman's geographical 

areas, along with fast-paced innovative and technological advancement in the Telecomm industry, warrants a deeper 

understanding and continual enhancement of services offered, Quality of network and its reliability, along with competitive 

and innovative technological services that align with the recent AI technology worldwide. 

Proliferation of studies found in literature consistently demonstrate a positive relationship between QOS and SAT 

in various contexts, including the works by Akhter (2021), Dehghanpouri et al. (2020), Kasiri et al. (2017), and Khoo et al. 

(2017).  A recent study exploring the role of e-service quality on satisfaction with web design has proven that Quality of 

services has a positive correlation with satisfaction with web design (Venkatakrishnan et al., 2023b). Another study by 

Tangchua and Vanichchinchai (2024) found that there is a significant positive relationship between service quality and 

satisfaction in the electrical and electronic industries. Moreover, the work of Yilmaz and Sürmeli̇oğlu (2024) in the context 

of automobiles found that perceived Quality positively and significantly influences customer satisfaction. These authors 

indicated that the better customer service quality, the more value would be perceived, leading to satisfaction. These previous 

works in different contexts offer empirical support for the connectedness between QOS and SAT and underscore the vital 

role of service quality in shaping customer's perceptions, expectations, and experiences. Hence, the following hypothesis is 

posited: 

 



Hail et al., Bangladesh Journal of Multidisciplinary Scientific Research 9(5) (2024), 39-55

 

42 

H1: A statistically significant and positive relationship exists between service quality (QOS) provided by telecom operators 

in Oman and subscriber satisfaction (SAT).  

Subscriber’s Satisfaction (SAT) and Loyalty (CUSL) Relationship 

As elucidated by Kotler and Keller (2009), subscriber satisfaction encompasses an individual's emotional response from 

comparing a product's perceived performance with their expectations. Literature (Demir et al., 2021) also defined 

satisfaction as " the difference between a consumer's expectations and the actual effort made by the supplier to meet these 

expectations." Demir et al. (2021) explained that a positive feeling about a service or product increases consumer 

satisfaction, which is eventually reflected in their decision to continue their loyalty and not be inclined to another operator. 

The variance between a consumer's expectations and the actual effort made by the supplier to fulfill these 

expectations. In this study, SAT pertains to the emotional response and expectations of subscribers, stemming from 

comparing the perceived services with the actual experiences the telecom operator provides to meet their expectations. 

Understanding the nuanced dynamics between SAT and subsequent loyalty is crucial within the Omani telecom sector, 

particularly with the emergence of new operators. In addition, a substantial body of literature in service management 

supports the intrinsic link between customer satisfaction and subsequent loyalty, such as studies by Mullatahiri and Ukaj 

(2019), Susanti et al. (2018), Ahmed et al. (2023), Akil and Ungan (2021), Demir et al. (2021), Dasanayaka et al. (2020), 

Zaid and Patwayati (2021), and Koay et al. (2020), underscore the robust and positive association between customer SAT 

and CUSL across diverse contexts.  

Furthermore, Demir et al. (2021) found that satisfaction plays a pivotal role in shaping subscriber CUSL within the 

telecommunications sector in Kurdistan. They emphasize that a positive discrepancy between customer expectations and 

the supplier's efforts to fulfill them results in heightened satisfaction with a service or product, consequently influencing 

subsequent consumption decisions by the consumer. In a comparable way, in Oman, telecom providers like Omantel, 

Ooredoo, and Vodafone must meet and exceed customer expectations to maintain high levels of subscriber loyalty. The 

competitive landscape demands exceptional customer service and network quality to differentiate in a saturated market, 

making fulfilling customer expectations crucial for retention and loyalty. 

Besides, Dasanayaka et al. (2020) elucidated that customer satisfaction originates from evaluating a product's 

perceived performance against predefined benchmarks, such as expectations. Satisfaction ensues when the customer 

perceives that the product's performance aligns with their expectations, validating their beliefs. Moreover, if the product 

surpasses expectations, the customer experiences heightened satisfaction, positively affirming their expectations.  

 In a recent study on e-commerce, Rohwiyati et al. (2024) suggest that when customers are satisfied with their 

online transactions, they are more likely to repeat these transactions, recommend the service to others within their social 

circle, and speak positively about their experience with the company. Similarly, when telecom subscribers have positive 

perceptions and experiences with the services provided, they are inclined to share these experiences, recommend the 

operator, and renew their subscriptions. At the same time, they may compare their experiences with those of subscribers to 

competing operators. 

Furthermore, Ehsani and Hosseini (2023) highlight that the growing preference for online shopping can help 

customers overcome negative emotions such as fear, risk, and insecurity, ultimately fostering trust as customers recognize 

the technology's reliability, credibility, and dependability. They also indicate that satisfaction and trust are interrelated and 

mutually dependent, with satisfaction as a precursor to trust. Specifically, customer evaluation of an e-retailer's previous 

performance, representing satisfaction, is essential in building trust; conversely, trust reflects the supplier's future 

performance (Ehsani & Hosseini, 2023; Sharif et al., 2022). Similarly, subscribers' assessment of a telecom operator's past 

services plays a critical role in building trust, particularly if the operator's services are reliable, credible, and dependable, 

thereby minimizing customers' concerns about low-quality or unreliable service when needed and expected.  

Conversely, suppose customers perceive that a product or service performs below their expectations. In that case, 

they are likely to feel frustrated and dissatisfied, leading to negative expectations and obstacles in maintaining a positive 

image of the operator. This phenomenon is particularly relevant in the Omani telecom market, where customers continually 

compare their experiences with one operator against others who may offer superior services. In the Omani context, 

subscribers place high importance on the alignment between expectations and performance, expecting excellent customer 

service, innovative and affordable technology, as well as uninterrupted network connectivity across Oman's varied terrain. 

By monitoring and addressing subscribers' expectations, telecom operators can meet these expectations, enhance customer 

satisfaction, and foster loyalty. On the other hand, when performance issues arise and are noticed by subscribers, it can lead 

to dissatisfaction and increase the risk of customer churn. 

To summarize, in the competitive Omani telecom industry, where subscribers have multiple options among 

different operators, the role of satisfaction (SAT) in fostering and sustaining customer loyalty (CUSL) is paramount. 

Subscribers who perceive tangible benefits and distinctive features from a service provider are more likely to maintain or 

expand their relationship with that provider and may even become advocates, referring the provider to others. 

 

H2: There is a statistically significant and positive relationship between subscriber satisfaction (SAT) and loyalty (CUSL) 

in telecom operators in Oman 

Subscriber’s Trust (TUR) and Satisfaction (SAT) Relationship 

Customer/subscriber’s -or subscriber in the context of this research- trust is fundamentally defined as “the expectations held 

by the consumer that the service provider is dependable and can be relied on to deliver on its promises” (Sirdeshmukh et 



Hail et al., Bangladesh Journal of Multidisciplinary Scientific Research 9(5) (2024), 39-55

 

43 

al., 2002, p. 17). In this study, subscriber trust pertains to the telecom service provider company's capability to fulfill its 

obligations, demonstrate dependability and reliability, and meet subscriber expectations in providing offered services.  

In service provision, trust emerges as a foundational element of subscriber-provider relationships. It is defined as 

the consumer's confidence in the service provider's reliability and commitment to fulfilling obligations, thus ensuring 

satisfaction with the services rendered. Given the competitive landscape and proliferation of service providers, trust assumes 

heightened significance in the Omani telecommunications industry. 

A review of pertinent research underscores the pivotal role of trust in shaping customer behavior. Morgan and Hunt 

(1994) highlight the strong dependence of customer behavior on trust, emphasizing its significance in facilitating positive 

interactions between consumers and service providers. Moreover, trust has been identified as a crucial determinant of online 

purchase intentions (Schlosser et al., 2006) and a key factor in fostering customer loyalty in e-service environments. 

Furthermore, empirical evidence from studies conducted by Bahadur et al. (2020), Ofori et al. (Ofori et al., 2018), Deng et 

al. (Deng et al., 2010), and Tran and Vu (2019), and Rohwiyati et al. (2024) establishes a positive correlation between TUR 

and SAT. This relationship underscores the intrinsic link between TUR and the perception of service quality, with TUR 

serving as a facilitator of SAT.  

Additionally, in the extremely competitive telecommunications market, where subscriber churn rates can range 

from 2 to 4 percent monthly (Chen & Chang, 2012), maintaining subscriber’s CUSL becomes imperative for telecom firms. 

This challenge is equally pronounced in Oman, where telecom providers like Omantel, Ooredoo, and Vodafone strive to 

retain loyal subscribers amidst intense competition. Furthermore, studies conducted in various contexts, such as the Estonian 

telecommunications industry (Mohammed & Shahin, 2020)  and the Taiwanese telecommunications market (Chen & Chang, 

2012), highlight the challenges telecom providers face in retaining loyal subscribers amidst intense competition. These 

challenges are mirrored in Oman, where a rapidly evolving market and discerning customer base make subscriber loyalty a 

critical factor for sustaining competitive advantage. 

Moreover, a growing body of literature (Demir et al., 2021; Liu & Tang, 2018; Selim et al., 2022; Soleimani, 2022; 

Venkatakrishnan et al., 2023a) consistently demonstrates a positive association between TUR and SAT in different contexts 

and including the telecommunication sector. This association is particularly pertinent in the telecommunications domain in 

Oman, where subscribers rely heavily on operators for essential services. Mobile communication has become ubiquitous in 

the digital era, serving as the hub of connectivity in both personal and business contexts. In summary, in the 

telecommunications sector, the subscriber's TUR in the operator mitigates uncertainty associated with past or future services. 

By reducing operator uncertainty, trust facilitates the development of strong subscriber-operator relationships, leading to 

increased subscription continuity and decreased churn rates in the Omani context. Hence, we propose the following 

hypothesis: 

 

H3: There is a statistically positive relationship between subscribers' trust (TUR) in the Omani telecom sector and 

subscribers' satisfaction (SAT) 

Subscriber’s Trust (TUR) and Loyalty (CUSL) Relationship   
Customer loyalty, often indicated by recurring purchases from the same business, signifies a significant aspect of consumer 

behavior (Aslam et al., 2020). In this study, subscriber trust is operationalized as continued subscription with the same 

service provider and the reluctance to switch to a competitor. Overcoming challenges to foster consumer loyalty in business-

to-customer e-commerce is imperative for service providers (Eid, 2011). Moreover, subscriber trust fosters customer loyalty, 

enabling service providers to establish enduring customer connections and generate revenue (Aslam et al., 2020). Trust 

safeguards relationship investments by fostering cooperation with exchange partners and resisting short-term alternatives in 

favor of the anticipated long-term benefits of maintaining existing partnerships (Morgan & Hunt, 1994). Chandrasekhar et 

al. (2019) emphasize paying thorough attention to the factors of trust and loyalty from the management perspective to ensure 

business survival and sustainability of operations.  

Consistent with prior research findings, a positive correlation is observed between customer trust in the service 

provider and consumer loyalty (Aslam et al., 2020; Deng et al., 2010; Ofori et al., 2018; Susanti et al., 2018). Trust plays a 

pivotal role in consumers’ evaluations of service outcomes, including SAT (Morgan & Hunt, 1994). For instance, in the 

contemporary work of Orazgaliyeva et al. (2024), the authors reveal a positive and significant correlation between trust and 

customer loyalty. Also, they address that cultivating customer trust by raising their awareness can be a game-changer in 

raising their loyalty. In recent work (Muflih et al., 2024) in the context of Islamic banking, the authors affirm that the trust 

of entities and products in Islamic Banks leads to current and future loyalty of customers as those who have this positive 

and credible attitude are more likely to be loyal to their banks. Similarly, in the telecom sector, customers with positive and 

credible feelings tend to prove this trust in their operators by renewing their contracts and speaking positively about their 

superiority among other operator's services.  

This dynamic evaluation of customers is particularly relevant in the Omani telecom market, where providers like 

Omantel, Ooredoo, and Vodafone must earn and maintain customer trust to ensure satisfaction and loyalty. Failure to earn 

clients' trust in Oman may pose significant challenges in satisfying their needs and retaining them as loyal subscribers (Ofori 

et al., 2018). Furthermore, in the competitive telecommunications market, telecom firms may experience a loss of 2 to 4 

percent of monthly customers (Chen & Chang, 2012). Studies, such as those examining the Estonian and Taiwanese 

telecommunications industries, affirm telecom providers' challenges in retaining loyal consumers (Chen & Chang, 2012; 

Mohammed & Shahin, 2020; Ribeiro et al., 2024). Similarly, providers in the Omani telecommunications sector must 

contend with high subscriber churn rates. In this context, subscriber trust in the operator is crucial in mitigating uncertainties 

associated with past or future services. Reducing these uncertainties can lead to increased subscription continuity and 



Hail et al., Bangladesh Journal of Multidisciplinary Scientific Research 9(5) (2024), 39-55

 

44 

decreased operator switching in the Omani competitive market. Thus, we posit the following hypothesis: 

 

H4: There is a statistically positive relationship between trust in the telecom operator (TUR) and subscriber loyalty (CUSL) 

in the Omani context 

 

MATERIALS AND METHODS 
The following subsection delineates the sample, sampling procedures, data collection procedures, the analytical tool used, 

and measurement items development of the current research. 

 

Participant Characteristics 

To achieve the current research objectives, participants in the survey were carefully selected to only subscribers to the 3 

telecom operators: Omantel, Ooredoo, and Vodafone in Oman. All those who are 18 years old are eligible to participate in 

this survey and are using the telecom company's services for 6 months or more. In addition, those participants were asked 

to participate in the survey voluntarily and withdraw at any time during or before the survey. In addition, any degree holder 

is eligible to participate as long as they have active SIM cards from one of these local operators. 
 

Sampling and Data Collection Procedures 

This research adopts an exploratory design using quantitative non-probability purposive sampling. Non-probability 

sampling was chosen for its suitability in accessing specific subscriber groups within the Omani telecom sector, aligning 

with the study's objective of exploring perceptions of service quality, satisfaction, trust, and loyalty among subscribers of 

Omantel, Ooredoo, and Vodafone. Purposive sampling enabled targeted selection criteria based on subscribers' active usage 

and familiarity with telecom services. 

The study recruited individuals with active SIM cards from the three major operators through purposive sampling 

for at least six months. This ensured that participants had significant experience with their telecom provider, enabling them 

to provide meaningful insights into the key constructs of the study: trust, satisfaction, Quality of service, and loyalty. This 

criteria selection ensured the study captured informed opinions, meeting the research objectives by excluding transient or 

occasional users whose limited engagement might not yield valuable feedback. This selectiveness prioritized response 

relevance over generalizability, aligning with the study's exploratory nature and examining critical contributors to customer 

loyalty within a competitive telecom marketplace. 

A self-administered survey was developed using Google Forms and distributed over five weeks. To ensure 

inclusivity, the survey questions were provided in both Arabic and English, reflecting the multicultural composition of the 

community. Back-translation was performed to maintain the original meaning of the items. The survey instrument was 

initially reviewed by five academic staff and experts in questionnaire development. Based on their recommendations, minor 

revisions were made, particularly to the Arabic version, to enhance the content, suitability, coverage of the constructs under 

study, and ease of presentation. The survey's cover page addressed ethical considerations such as consent and confidentiality. 

Participants were informed about the study's objectives, the voluntary nature of their participation, and the potential use of 

their responses. Confidentiality was upheld by not collecting personal identifiers such as email addresses, names, or other 

private information. Respondents could withdraw from the survey at any time, reaffirming voluntary participation. 

Additionally, data were anonymized and securely stored to prevent unauthorized access. 

The sampling unit consisted of subscribers from Oman's 3 main telecommunications operators: Omantel, Ooredoo, 

and Vodafone. To determine the minimum sample size, we followed Hair et al. (2017) guideline, recommending that the 

sample size be at least 10 times the maximum number of items in any construct. Given that our largest construct included 

five items, the minimum sample size was fifty (5 items × 10 = 50). However, to ensure robustness, a larger sample size was 

preferred (Tabachnick & Fidell, 2013). Ultimately, the study collected 162 responses, sufficient for the planned analyses. 

Research Design and Detailed Analytical Approach  

The researchers employed SmartPLS version 4 as it is a nonparametric tool that provided solutions to the concerns related 

to data normality and distribution issues, as indicated in the literature (Gupta et al., 2013). This tool is remarkably robust 

against missing data and supports various sample sizes, making it suitable for the study's objective. The significance of 

Partial Least Squares Structural Equation Modelling (PLS-SEM) lies in its ability to evaluate models simultaneously focused 

on explanation and prediction (Chin et al., 2020).   

Given the exploratory nature of our research, PLS-SEM is ideal for uncovering relationships within our conceptual 

framework of the current research. SmartPLS analysis is based on a two-step approach. Firstly, the measurement evaluation 

approach is implemented to ensure the reliability and validity of the constructs. Secondly, the structural evaluation approach 

is followed to test the hypotheses posited in the current research (Hair et al., 2017; Jahan, 2023). This approach allows us 

to thoroughly investigate the relationships between latent variables and refine our model as needed. By utilizing PLS-SEM, 

we can gain valuable insights into the emerging relationships in our study, facilitating a deeper understanding of the factors 

influencing subscriber CUSL in the Omani telecom industry. 

Operational Definitions of Variables 

The constructs employed in the current research are loyalty, trust, satisfaction, and Quality of service. First of all, in the 

current research, loyalty is defined as the probability that subscribers will continue using the telecom operator that is 

currently contracted with and recommend it to others even though other operators are offering competitive prices. 



Hail et al., Bangladesh Journal of Multidisciplinary Scientific Research 9(5) (2024), 39-55

 

45 

Operationally, loyalty is measured with 5 questions adapted from previously published works (Aydin & Özer, 2005, p. 917). 

Secondly, Quality of Service (QOS) The Quality of Service (QOS) construct reflects subscribers' perceptions of the telecom 

operator's overall performance, including the appeal of promotional efforts, reliability of service provided, convenience and 

accessibility of support, efficiency of customer service, and Quality of associated vendors in meeting subscriber 

expectations. QOS is operationalized by 5 questions adapted from Aydin and Özer (2005, p. 917). Thirdly, Satisfaction 

(SAT) reflects the overall subscriber's positive evaluation of their telecom operator in terms of trust, loyalty, and preference 

based on the operator’s ability to meet or surpass the subscriber's expectations. SAT is operationalized by adapting 5 items 

from former works of Siddiqi (2011, p. 33).  Next, Trust (TUR) reflects the subscriber's confidence in their telecom 

operator's ethical conduct, service reliability, transparency regarding services and fees, accuracy in billing, and a sense of 

security and honesty in communication and transactions. The operationalization of TUR was formed by adapting 5 questions 

from the published work of Aydin and Özer (2005, p. 917). 

 
Measurements’ Development 

The development of the survey instrument was a precise process designed to ensure both relevance and comprehensiveness. 

Initially, survey questions were adapted from existing instruments and tailored to the specific constructs of this study.

 The initial draft of the questionnaire was sent to 5 experts and academics with solid experience in questionnaire 

development to check its suitability, content, appropriateness, and alignment with the topic under study. Based on their 

feedback, their comments were considered, and revisions were made to improve the clarity and relevance of the 

questionnaire to match and align with the research objectives. After revision, the survey consisted of 2 sections. Section one 

is dedicated to collecting demographic information and respondents' preferences: 1) gender, 2) age, 3) academic degree, and 

4) SIM provider to which the respondent is subscribed. In section two, there are four subsections. Each subsection 

corresponds to one construct under study, namely Customer/Subscriber Loyalty (CUSL), Trust (TUR), Quality of Service 

(QOS), and Customer/Subscriber Satisfaction (SAT).  

Each construct representing a dimension in the framework (Section 2) consisted of 5 items slightly adapted from 

published work to match the topic under study. A 5-point Likert scale (Likert, 1932) was used to measure each item in each 

construct. The scale ranges from 1− Strongly Disagree− to 5− Strongly Agree. Utilizing a 5-point Likert scale facilitates the 

scale's appropriateness for capturing a nuanced comprehension of respondents' opinions and provides a robust foundation 

for subsequent analysis. The careful construction and validation of the questionnaire were critical in ensuring construct 

reliability, validity, and consistency of the data collected. 

 

Measurement Validation and Reliability 

In the current research, the measurement construct's internal consistency and reliability are assessed using 1) Cronbach's 

alpha, which should range from 0.6 to 0.9, and 2) Composite Reliability (CR) and the coefficient ρA, which should also fall 

within the range of 0.6 to 0.9. Convergent validity is assessed by examining the Average Variance Extracted (AVE), which 

should be ≥ 0.5, and the loadings, which should fall within the range of 0.6 to 0.7 (Hair et al., 2017; Ramayah et al., 2014). 

The next step is to check for construct discriminant validity. Following Hair et al. (2017) guidelines, after assessing 

internal consistency and convergent reliability, attention is turned toward evaluating construct validity using the following 

methods: 
-  Cross-loadings, where each item must have higher loadings with its related construct than any other construct. 

- Fornell-Larcker criterion (Fornell & Larcker, 1981), where each construct's diagonal values (squared AVE) should 

be higher than the off-diagonal values. 

- Heterotrait-Monotrait Ratio (HTMT), as proposed by Henseler et al. (2015). There are two approaches: 

o a) If HTMT values are significantly less than or equal to 0.85 (Franke & Sarstedt, 2019), this confirms 

the discriminant validity of the measures. 

o b) A more conservative criterion of HTMT involves ensuring that no value in the confidence interval 

reaches 1 (Hair et al., 2017). 

The third step involves assessing the structural model. First, collinearity is evaluated to ensure that the exogenous 

constructs do not exhibit collinearity issues with the endogenous constructs (Hair et al., 2017). The Variance Inflation Factor 

(VIF) recommended threshold is ≤ 5. If no issues arise, each dependent variable's coefficient of determination (R²) and the 

effect size (f²) are evaluated. Suppose the previous steps show no issues and meet the cut-off values. In that case, the 

structural model or hypothesis testing is conducted by assessing the path coefficients, t-values, p-values for significance, 

and confidence intervals (which should not cross zero) using bootstrapping with 5000 subsamples. The significance level is 

0.05, with bias-corrected and accelerated bootstrapping (Hair et al., 2017). 

The current research methodology has strengths in recruiting subscribers' previously unexplored opinions within 

the Omani telecom sector. This approach provides nuanced insights into the dominant factors that impact subscriber loyalty 

in this promising sector. However, the research utilized purposive sampling, a non-probability method, which hinders the 

results' generalizability. Additionally, the cross-sectional survey instrument employed limits the ability to measure the 

dynamic changes in subscriber behavior and shifts in attitudes, perceptions, needs, and wants. 

 

RESULTS AND DISCUSSIONS 

Respondents’ Profile 

The findings of the demographic analysis reveal exciting insights. Pertaining gender distribution, the sample comprised a 

higher proportion of females (58.6%) than males (41.4%). In terms of age, most respondents fall within the 18-30 age group, 



Hail et al., Bangladesh Journal of Multidisciplinary Scientific Research 9(5) (2024), 39-55

 

46 

representing 49.4% of the total sample. This is followed by the 31-40 age group at 30.2%, the 41-50 age group at 14.8%, 

and those over 51 years at 5.6%. Figure 1. Illustrates the age distribution among Subscribers.  

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Figure 1. Age distribution among Subscribers 

 

Regarding SIM card usage among respondents, Omantel, an Omani operator, is the most commonly used, with 

50.6% of respondents using its services. This is followed by Ooredoo, an international operator, at 38.9%, and Vodafone, 

another international operator, at 10.5%. These results indicate that Omantel, the first telecom operator in Oman, continues 

to dominate the Omani market. However, newer operators like Ooredoo and Vodafone suggest a gradual reduction in 

Omantel's market share, signaling the potential for intensified competition shortly. This shift could lead to a more 

competitive landscape, compelling all operators to improve service offerings to retain and attract customers. See Figure 2 

for illustrative purposes.  

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Figure 2. SIM card distribution 

 

Regarding educational attainment, most respondents hold a bachelor's degree (59.9%), while 24.1% have a 

diploma. The remaining 16% fall into the "Others" category, which may include various other educational qualifications. 

Figure 3 shows the academic degree distribution among respondents.  

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Figure 3. Academic degree distribution 

 

 



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47 

These demographics provide a comprehensive overview of the respondent profile, which is essential for 

understanding the context of the study and interpreting the results accurately. The diverse representation across gender, age 

groups, SIM card usage, and educational levels helps ensure that the findings reflect a broad cross-section of the population. 

The details are summarized in Table 1 below: 

Table 1. Respondents’ Demographics 

Attribute Frequency Percent% 

Gender  
 

Male 67 41.4% 

Female 95 58.6% 

Total  162 100% 

Age Group 
  

1. 18-30 80 49.4% 

2. 31-40 49 30.2% 

3. 41-50 24 14.8% 

4. Over 51 9 5.6% 

Total 162 100% 

SIM card used 
  

Omantel 82 50.6% 

Ooredoo 63 38.9% 

Vodafone 17 10.5% 

Academic Degree 
  

1. Diploma 39 24.1% 

2. Bachelors' Degree 97 59.9% 

3. Others  26 16% 

Total 162 100% 

 

Measurement Model Analysis 

The analysis commences with an evaluation of the measurement models (Hair et al., 2017). Results indicate that all measures 

of the reflectively measured constructs are reliable and valid (Table 2). Most of the loadings are above the threshold value 

of 0.6-0.7, the average variance extracted (AVE) is ≥ 0.5, and all construct reliabilities (i.e., Cronbach’s alpha, the 

coefficients ρA, and the composite reliability CR) meet the indicated cut-off values (Ramayah et al., 2014). However, the 

loading for TUR 3 is 0.54, which is below the recommended cut-off value. To address this issue, the researchers checked 

other criteria discussed in Hair et al. (2017), such as AVE, CR, and discriminant validity, and found no issues with these for 

the construct. Hence, TUR 3 was retained to preserve the dimensions and content validity of the TUR construct, which 

would become less meaningful if the item were removed. Additionally, some items were deleted due to their low values, 

TUR4 and SAT5, as their loadings were much less than 0.5. 

Table 2. Measurement Model Analysis 

 

While assessing discriminant validity, the researchers employed the Fornell-Larcker criterion (Fornell & Larcker, 1981) 

and Henseler et al. (2015)’s heterotrait-monotrait ratio of correlations (HTMT). The results show that all HTMT values are 

significantly less than or equal to 0.85 (Franke & Sarstedt, 2019), thereby confirming the discriminant validity of the 

measures. Furthermore, the conservative criterion of HTMT is achieved, as no value in the confidence interval reaches 1. 

The Fornell-Larcker criterion analysis corroborates these findings. Refer to Table 3 and Table 4 for detailed results, and see 

Figure 4 for the output of the measurement model analysis. 

 

 

Latent Construct Items Loadings 

0.6-0.7 

AVE ≥ 0.5 CR 

0.6-0.9 

Cronbach’s Alpha  

0.6-0.9 

roh_A 

0.6-0.9 

CUSL CUSL 1 

CUSL 2 

CUSL 3 
CUSL 4 

CUSL  5 

0.74 

0.79 

0.85 
0.80 

0.79 

0.6 

 

0.9 

 

0.85 

 

0.8 

 

QOS QOS 1 
QOS 2 

QOS 3 

QOS 4 
QOS 5 

0.60 
0.64 

0.72 

0.75 
0.70 

0.5 
 

0.8 
 

0.71 
 

0.7 
 

SAT SAT 1 

SAT 2 
SAT 3 

SAT 4 

0.78 

0.73 
0.71 

0.77 

0.6 0.8 0.74 0.8 

TUR TUR 1 
TUR 2 

TUR 3 

TUR 5 

0.80 
0.60 

0.54 

0.75 

0.5 
 

0.8 
 

0.62 
 

0.7 
 



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48 

Table 3. Discriminant Validity HTMT Criterion Testing Result 

Latent Construct CUSL QOS SAT TUR 

CUSL     

QOS 0.64 [0.48-0.79]    

SAT 0.85 [0.73-0.94] 0.78 [0.64-0.88]   
TUR 0.76 [0.62-0.88] 0.64 [0.47-076] 0.84 [0.68-0.96]  

Note: Values between brackets are the upper and lower band of confidence intervals with bias-corrected and accelerated (BCa) 

Table 4. Discriminant validity with Fornell-Larcker criterion analysis 

Latent Construct CUSL QOS SAT TUR 

CUSL 0.79    
QOS 0.51 0.68   

SAT 0.68 0.58 0.75  

TUR 0.60 0.47 0.61 0.68 

Note: Square root values (in bold) of AVE in the diagonal demonstrate values higher than off-diagonal 
 

Figure 4. Measurement Model Results 

Structural Model Analyses and Hypotheses Testing  

Before starting the structural evaluation, the collinearity is assessed to ensure that the exogenous constructs do not violate 

collinearity issues with the endogenous constructs (Hair et al., 2017). The acquired results demonstrate no deviations of this 

measure, as there are no VIF values more than 5 for any of the constructs, indicating that collinearity is not an issue; see 

Table 5 for details. 

Table 5. Collinearity Issues Evaluation with VIF Analysis 

Latent Variable CUSL QOS SAT TUR 

CUSL     

QOS   1.28  

SAT 1.61    

TUR 1.61  1.28  

Note: The recommended threshold of Variance Inflation Factor (VIF) ≤ 5 

The next step in the analysis is presented in Table 6. The explained variance of the dependent construct CUSL (R² = 

52%, substantial) is influenced by two predictors: SAT and TUR. The effect sizes on CUSL are as follows: TUR has a small 

effect (f2 =0.11), while SAT has a large effect (f2 =0.32). On the other hand, the explained variance of SAT (R² = 32%, 

relatively medium) is influenced by two predictors: QOS and TUR. The effect size of TUR on SAT is high (f2 =0.29), and 

the effect size of QOS on SAT is also high (f2 = 0.21). Refer to Table 6 for further details.  

 

 

 

 



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49 

Table 6. Coefficients of determination R² and effect size f² 

Latent Constructs SAT CUSL 

Coefficient of Determination R²  0.48 0.52 

Effect size f²     

QOS  0.21  

SAT   0.32 

TUR  0.29 0.11 

 

In the final stage of the structural model analysis, the significance and relevance of the path coefficients were 

assessed. The bootstrapping procedure results indicate significant structural model relationships (Table 6). Specifically, 

TUR significantly impacts both SAT (β=0.44, p < 0.01) and CUSL (β=0.30, p < 0.01), while SAT significantly affects 

CUSL (β=0.50, p < 0.01). Additionally, QOS significantly positively affects SAT (β=0.37, p < 0.01). Refer to Table 7 for 

detailed information. 

Table 7. Path coefficient and hypotheses testing 

Path Path Coefficients Sample 

Mean 

STDEV t values p Values LL CI  UL CI  Hypotheses 

Remarks 

5% 95% 

QOS -> SAT 0.37 0.37 0.06 5.85 0.00 0.26 0.46 Supported 

SAT -> 

CUSL 

0.50 0.50 0.07 7.20 0.00 0.38 0.60 Supported 

TUR -> 

CUSL 

0.30 0.30 0.07 4.11 0.00 0.17 0.41 Supported 

TUR -> SAT 0.44 0.44 0.06 6.78 0.00 0.33 0.54 Supported 

 

We first examine the path from Quality of Service (QOS) to Satisfaction (SAT) to interpret these results. This path 

exerts a statistically significant and positive impact (β = 0.37, p < 0.01, t = 5.85) with a supportive confidence interval [0.26 

— 0.46], indicating strong support for H1. This finding suggests that subscribers place significant importance on service 

quality and are likely to switch providers if they are dissatisfied with the services they provide. The importance of Service 

Quality on customer's SAT is consistent with previous research findings (Ahmed et al., 2023; Dehghanpouri et al., 2020; 

Kasiri et al., 2017; Khoo et al., 2017). We first explore the path from Quality of Service (QOS) to Satisfaction (SAT) to 

delve deeper into these findings. This relationship not only demonstrates statistical significance (β = 0.37, p < 0.01, t = 5.85) 

with a confidence interval [0.26 — 0.46], but also highlights its practical implications. Our results suggest that Omani 

subscribers prioritize service quality, making it a critical factor influencing their satisfaction and retention decisions, 

especially in the highly competitive Omani landscape telecommunication sector. This finding aligns with industry 

expectations, where telecom operators must continually enhance service offerings to meet or even exceed customer 

expectations and mitigate churn risks (Abdullah et al., 2022; Ahmed et al., 2023; Dehghanpouri et al., 2020; Fida et al., 

2020; Yilmaz & Sürmeli̇oğlu, 2024). Retaining subscribers should be the utmost priority in the Omani telecom market, and 

operators should pay more attention to it as a key player. 

Secondly, the authors delved into the relationship between SAT and CUSL. The path from SAT to CUSL was 

revealed to have a statistically significant and positive relationship (β = 0.50, p < 0.01, t = 7.20) with a confidence interval 

[0.38 — 0.60], supporting H2. This result confirms that subscribers SAT is a significant influencer of CUSL within the 

telecom industry in Oman. This conclusion is in line with previous studies which have demonstrated a strong and positive 

relationship between SAT and CUSL (Ahmed et al., 2023; Akil & Ungan, 2021; Antwi et al., 2022; Ashiq & Hussain, 2023; 

Ayinaddis, 2023; Koay et al., 2022; Mofokeng, 2021).  To provide a deeper interpretation beyond statistical significance, 

this result suggests actionable insights for telecom operators in the competitive Omani telecom market. Enhancing customer 

satisfaction levels could lead to increased customer retention and advocacy, crucial in a competitive market environment 

such as Oman. By improving service delivery and meeting or surpassing customer expectations, Oman telecom providers 

can foster stronger customer loyalty, thereby reducing churn rates and enhancing profitability. Recent work of Abdullah et 

al. (2022) articulates that the relationship between Quality of service and customer satisfaction is not always significant. 

Some studies reveal a significant influence of QOS on SAT, while others show QOS exerted weak relationships with SAT. 

In general, their arguments indicate that to achieve productivity and business prosperity, Quality plays a pivotal role in 

advancing business growth and retention. Therefore, in the context of intense competition among telecom operators in 

Oman, QOS is crucial for retaining customers, as superior service quality compared to competitors is essential for 

maintaining customer loyalty. 
Furthermore, the path from TUR to CUSL indicates a significant positive relationship (β = 0.30, p < 0.01, t = 4.11) 

with a confidence interval [0.17 — 0.41], supporting H3. This finding highlights the crucial role of trust TUR in ensuring 

subscriber’s CUSL. It suggests that a decrease in trust may lead to increased customer churn, a conclusion that aligns with 

prior research emphasizing the importance of trust in influencing customer loyalty CUSL (Alkhurshan & Rjoub, 2020; 

Ashiq & Hussain, 2023; Aslam et al., 2020; Boonlertvanich, 2019; Mansouri et al., 2022; Ofori et al., 2018; Rohwiyati et 

al., 2024; Susanti et al., 2018). Beyond statistical significance, this finding holds significant practical implications for 

telecom operators. Strengthening trust through transparent communication, reliable service delivery, and ethical business 

practices can mitigate customer churn and foster long-term customer relationships. By prioritizing trust-building initiatives, 

telecom operators in Oman can enhance their competitiveness and sustain profitability in the Omani crowded market 

landscape. 



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50 

Finally, the path from Trust (TUR) to Satisfaction (SAT) reveals a statistically significant and positive relationship 

(β = 0.44, p < 0.01, t = 6.78) between the two constructs with supporting statistics of confidence interval [0.33 — 0.54], 

supporting H4. This finding indicates that trust is a strong and significant factor affecting subscribers in the Omani context 

satisfaction, suggesting that subscribers are more likely to remain with telecom operators they trust. Once trust is reduced 

or lacking with one telecom operator, it is more likely that subscribers would switch to their operator with better services 

and positive reviews from others within the social media platforms or near the social circle of the subscriber. Additionally, 

this result holds profound practical implications for telecom operators. Building and maintaining trust through consistent 

service delivery, transparent communication, and ethical business practices can enhance subscriber satisfaction and mitigate 

churn. In a competitive Omani market environment where customer perceptions and social media reviews play significant 

roles, trust becomes a strategic asset for telecom firms seeking to differentiate themselves and foster long-term customer 

relationships. This result is consistent with prior studies demonstrating the critical role of trust in SAT (Bahadur et al., 2020; 

Dehghanpouri et al., 2020; Demir et al., 2021; Ehsani & Hosseini, 2023; Khalikussabir et al., 2022; Ofori et al., 2018; Tran 

& Vu, 2019; Wu et al., 2019). For a visual representation of the evaluated hypotheses, refer to Figure 5. 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Figure 5. Structural Model Evaluation Results 

 

CONCLUSIONS 

This study aimed to investigate the roles of trust and satisfaction in fostering loyalty and the impact of service quality on 

satisfaction to reduce churn rates. The Omani telecom industry has witnessed substantial changes and development over the 

years. Initially, the sector was monopolized by Omantel, the first telecom company to control this market solely solely. With 

the entry of new operators, competition intensified, prompting subscribers to consider other options and making churn rate 

a significant concern for all operators. Despite the growing importance of customer satisfaction and loyalty in Oman's 

telecom landscape, limited research has focused on subscribers' perceptions.  

This study contributes to the limited empirical literature on subscriber loyalty determinants within the Omani 

telecom industry by examining the interplay between service quality, trust, and satisfaction amidst heightened competition. 

The findings underscore the pivotal role of service quality in shaping subscriber satisfaction, which meets the study's first 

objective and aligns with previous research in other contexts. Furthermore, the study reinforces the significance of trust as 

a key driver of satisfaction and loyalty, highlighting the critical importance of fostering trustworthy relationships with 

subscribers, thereby meeting the second and third objectives. 

A notable contribution of this research is its focus on Oman's evolving telecom market, which now includes 

international entrants. By capturing subscriber perceptions across the three major players—Omantel, Ooredoo, and 

Vodafone—the study provides valuable insights into the strategies required for sustaining loyalty in an increasingly 

competitive environment. From a managerial perspective, this study sheds light on enhancing service quality by providing 

competitive services that align with customer expectations. Additionally, telecom decision-makers should prioritize 

understanding the needs and preferences of subscribers, particularly the younger, technology-savvy generation, who are 

frequent and future users of telecom services. 

Ultimately, this study underscores the importance of delivering high-quality services, fostering trust, and ensuring 

customer satisfaction as crucial strategies for telecom operators aiming to retain their subscriber base and mitigate churn in 

Oman's competitive telecom market, by addressing identified limitations and exploring suggested avenues for future 

research, a more comprehensive understanding of subscriber loyalty dynamics can be achieved, informing effective 

strategies for telecom operators to sustain their market position and drive long-term growth. 



Hail et al., Bangladesh Journal of Multidisciplinary Scientific Research 9(5) (2024), 39-55

 

51 

While this study offers valuable insights, it has limitations. Firstly, the reliance on quantitative data collection 

methods may have limited the depth of understanding regarding subscriber perceptions. While quantitative methods are 

robust for identifying trends and relationships, they often need more nuance that qualitative data can provide. Future research 

could supplement these findings with qualitative interviews or focus groups to gain more prosperous more detailed insights 

into subscriber experiences and the underlying reasons behind their satisfaction and loyalty. 

Secondly, the sample size in this study was relatively small (162 respondents), limiting the generalizability of the 

findings. The limited sample size may be attributed to the novelty of participating in research surveys within the Omani 

community, though there has been a growing awareness of the importance of research and customer satisfaction in Oman 

over the past three years. Future studies should aim for larger and more diverse samples to ensure a broader representation 

of the community. Increasing the sample size would enhance the validity and reliability of the results, providing a more 

comprehensive view of subscriber perceptions across different demographics. 

Moreover, the study did not account for gender-based comparisons, which could offer further insights into 

subscriber behavior and preferences. Comparative studies across different regions or cultural contexts within Oman could 

also enhance the generalizability of the findings. Gender differences in the perception of service quality, satisfaction, and 

loyalty warrant exploration in future research endeavors. Understanding these differences is crucial for deepening 

comprehension of human opinions and attitudes, especially when analyzing diverse phenomena. Additionally, the unique 

perspectives of different generations, particularly Gen Z, have been identified as significant in various contexts. Further 

investigation into the Gen Z demographic could reveal valuable insights specific to the Omani telecom sector. 

The Omani population comprises a mixture of cultural backgrounds, including locals with Arabian, collectivist 

culture, Asian residents with diverse views on service subscriptions based on practical needs, and Western and other 

residents who may prioritize advanced and innovative services, such as those supported by Augmented and Virtual Reality, 

which are currently limited in the Omani market. Investigating these cultural differences in the local telecom market or 

conducting comparative studies between Oman and other cultures regarding subscribers' perceptions of telecom operators, 

service satisfaction, and service quality could offer fruitful directions for future research. Due to space constraints, this study 

did not examine cultural differences, which may limit the findings' generalizability to similar regions. Future studies are 

encouraged to conduct comparative analyses between Oman and other GCC countries, as well as Asian or Western nations, 

to examine key loyalty drivers such as trust, satisfaction, and service quality. 

The cross-sectional nature of this study limits the ability to assess long-term trends and changes over time, 

particularly as technologies and market dynamics continue to evolve in the Omani telecom industry. Longitudinal studies 

would provide a more comprehensive understanding of the interrelationships between subscriber satisfaction, trust, and 

customer loyalty over time, allowing for exploring temporal variations and impacts that offer deeper insights into how these 

relationships evolve. 

Price was not considered in this study, as pricing structures vary among operators. However, this limitation could 

affect the study's overall insights. Future research could include price as a control variable or interview random subscribers 

to gain more detailed perspectives on the current pricing's suitability with the services offered. 

Lastly, while the findings emphasize the significant impact of trust and service quality on subscriber satisfaction 

and the roles of trust and satisfaction in promoting subscriber loyalty, further research is needed to explore the practical 

applications of these findings. Future studies could investigate how telecom operators can effectively leverage these insights 

to enhance service quality, build trust, and foster long-term loyalty among subscribers. 

Overall, addressing these limitations and exploring these future directions can significantly advance our 

understanding of subscriber perceptions and customer loyalty within Oman’s telecom sector. By incorporating qualitative 

methods, increasing sample sizes, exploring gender and generational differences, and conducting longitudinal studies, future 

research can provide a more nuanced and comprehensive view of the factors influencing subscriber satisfaction and loyalty. 
 

 

Author Contributions: Conceptualization, G.A.M.T.H., S.O.A.A., D.K.M., M.S. and S.S.A.M.; Methodology, G.A.M.T.H., and M.S.; Software, 

S.S.A.M. and D.K.M.; Validation, G.A.M.T.H. and S.S.A.M.; Formal Analysis, G.A.M.T.H.; Investigation, G.A.M.T.H., M.S. and S.O.A.A.; Resources, 

S.S.A.M. and M.S.; Data Curation, D.K.M., S.O.A.A., S.S.A.M., and G.A.M.T.H.; Writing – Original Draft Preparation, G.A.M.T.H.; Writing – Review 
& Editing, G.A.M.T.H., D.K.M., S.O.A.A., and M.S.; Visualization, G.A.M.T.H.; Supervision, G.A.M.T.H.; Project Administration, G.A.M.T.H. and 

S.O.A.A.; Funding Acquisition, G.A.M.T.H., S.O.A.A., D.K.M., M.S. and S.S.A.M. Authors have read and agreed to the published version of the 

manuscript. 
Institutional Review Board Statement: Ethical review and approval were waived for this study because the research does not involve vulnerable groups 

or sensitive issues. 

Funding: The authors received no direct funding for this research. 
Acknowledgments: The authors would like to thank Dr. Shad Ahmed Khan and De. Shah Zad, for their help in the early version of the draft and Basma 

Al-Wahabi, for helping with the data collection and formatting of the manuscript at the early stages of the work conducted. 

Informed Consent Statement: Informed consent was obtained from all subjects involved in the study. 
Data Availability Statement: The data presented in this study are available on request from the corresponding author. The data are not publicly available 

due to restrictions. 

Conflicts of Interest: The authors declare no conflict of interest 

 

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APPENDICES 

Appendix A: Survey Item of Quality of Service, Loyalty, Satisfaction, and Trust 

No. Item Code and Description Source 

Quality of service provided by telecom operator QOS 

QOS1. My telecom operator's promotional campaigns are appealing. (Aydin & Özer, 2005, p. 917) 

QOS2. The services offered by my telecom operator are reliable and meet my expectations 

compared to their advertisements. 

 

QOS3. The operating hours of my telecom operator's help desk and contact points are 
convenient. 

 

QOS4. My telecom operator's Quality of customer service ensures problems are handled 

efficiently and resolved quickly. 

 

QOS5. The Quality of my telecom operator's vendors meets my expectations.  

Subscriber’s loyalty CUSL 

CUSL1. I intend to continue using my telecom operator. (Aydin & Özer, 2005, p. 917) 

CUSL2. If I buy a new SIM card, I would prefer my telecom operator.  

CUSL3. I recommend my telecom operator to others.  

CUSL4. I encourage my friends to choose my telecom operator.  

CUSL5. Even if other operators were cheaper, I would continue using my telecom operator's SIM 
card. 

 

Satisfaction SAT 

SAT1. I encourage friends and relatives to use the services of my telecom operator. (Siddiqi, 2011, p. 33) 

SAT2. I intend to continue my subscription with my telecom operator as it provides the best 

services meeting my expectations. 

 

SAT3. I strongly prefer my telecom operator because it satisfies my needs.  

SAT4. My telecom operator should meet my expectations.  

SAT5. I trust the services of my telecom operator.  

Trust TUR 

TUR1. I can rely on the services of my telecom operator. (Aydin & Özer, 2005, p. 917) 

TUR2. I trust my telecom operator's billing system.  

TUR3. My telecom operator is trustworthy and will not deceive me.  

TUR4. I trust my telecom operator and believe it will not deceive me.  

TUR5. My telecom operator's services are reliable and customer-focused.  

 

 

 

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