The study aims to understand the relationship between service quality and customer loyalty in the telecommunication sector with reference to the customers of BSNL in Madurai region. A sample survey of 72 respondents was done by obtaining the responses through a questionnaire designed for the same using a Likert scale. The demographic characteristics of the sample was also collected for descriptive analysis of the sample. The hypothesis formulated was tested using regression analysis. It was found that a strong positive relationship exists between service quality and customer loyalty. This study is of significance as customer retention is a major objective of TSPs to prevent erosion of their customer base in the face of competition and implementation of mobile number portability in the country.
BSNL, customer loyalty, Service quality, telecommunication
