Service Quality, Price Perception, and Customer Loyalty at Comoros Telecom
The Mediating Role of Satisfaction from an Islamic Business Ethics Perspective
Abstract
Relationship marketing is well established in competitive economies, yet its dynamics remain under-researched in Small Island Developing States, where infrastructural deficits create captive utility markets. This study investigates how service quality and price perception influence customer loyalty at Huri Comoros Telecom through customer satisfaction, interpreted through an Islamic business ethics lens. Using a cross-sectional explanatory design, survey data gathered from 100 subscribers were analyzed using PLS-SEM. The empirical findings indicate that service quality strongly drives both customer satisfaction ( ) and loyalty ( ), with satisfaction acting as a complementary partial mediator ( ). In contrast, price perception showed no significant effect on satisfaction or loyalty. These results suggest that functional connectivity outweighs cost considerations. While captive market conditions enforce repeat patronage, authentic attitudinal loyalty is actively fostered only when service quality generates genuine satisfaction. Because chronic underperformance breaches fiduciary trust (amānah) and operational excellence (iḥsān), network operators must prioritize infrastructure reliability to foster genuine mutual contentment (riḍā) and commercial justice ('adl).
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