Abstract
Recent research calls to unfold the dynamics of consumer loyalty in the telecommunication sector. This study applies
the public relation perspective to propose the interaction model of public relations perception (PRP) on the service
quality and consumer loyalty relationship. Therefore, this study contributes the corporate communication literature
and addresses research lacuna that how improved public relation perception combined with service quality effects
consumer loyalty in the telecommunication industry of Pakistan. Using the Pakistani sample of n=190 mobile service
users, this study validates the public relation perception, interaction model. Results reveal that public relations
perception moderates the relationship between service quality and consumer loyalty. Managers of mobile service
companies can use these findings while making a strategy for increasing consumer loyalty. Future studies may replicate
this moderating effect of public relations perception line of action by using different industry.
Mohsin Altaf, Mubashar Tanveer, Faisal Mustafa, Naveed Mushtaq. (2019) Relationship of Service Quality and Consumer Loyalty: Moderating Role of Consumer Perception of Public Relationship, Paradigms , Vol 13, Issue 1.
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