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<p>As consumer expectations continue to rise, delivering meaningful experiences and fostering engagement have become essential for service firms seeking to build brand loyalty. Grounded in the Cognitive–Affective–Conative (CAC) framework, this study examines how functional and relational drivers shape consumer brand engagement (CBE) and subsequently influence telco brand loyalty. Data were collected from 252 subscribers of local telecommunications providers and analysed using Partial Least Squares Hierarchical Component Modelling. The findings show that network performance, customer service, corporate social responsibility (CSR) commitment and social media interactivity positively affect CBE, which in turn enhances consumer satisfaction and ultimately strengthens brand loyalty. The model demonstrates strong predictive power. Importance–Performance Map Analysis indicates that customer service, despite its high importance for engagement, exhibits relatively low performance, while consumer satisfaction plays a critical role in driving brand loyalty but remains comparatively underperforming, highlighting priority areas for managerial attention. Overall, the study provides empirical evidence on how functional and relational drivers influence engagement and loyalty within the CAC framework and clarifies the engagement-based pathway to loyalty in the telecommunications context.</p>

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Assessing functional and relational drivers of telco brand loyalty: the role of consumer brand engagement

  • 期刊论文

  • 发表日期：

    2026年3月27日

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  • Say Keat Ooi,
  • Jasmine A. L. Yeap,
  • Sin Pei Hor

摘要

As consumer expectations continue to rise, delivering meaningful experiences and fostering engagement have become essential for service firms seeking to build brand loyalty. Grounded in the Cognitive–Affective–Conative (CAC) framework, this study examines how functional and relational drivers shape consumer brand engagement (CBE) and subsequently influence telco brand loyalty. Data were collected from 252 subscribers of local telecommunications providers and analysed using Partial Least Squares Hierarchical Component Modelling. The findings show that network performance, customer service, corporate social responsibility (CSR) commitment and social media interactivity positively affect CBE, which in turn enhances consumer satisfaction and ultimately strengthens brand loyalty. The model demonstrates strong predictive power. Importance–Performance Map Analysis indicates that customer service, despite its high importance for engagement, exhibits relatively low performance, while consumer satisfaction plays a critical role in driving brand loyalty but remains comparatively underperforming, highlighting priority areas for managerial attention. Overall, the study provides empirical evidence on how functional and relational drivers influence engagement and loyalty within the CAC framework and clarifies the engagement-based pathway to loyalty in the telecommunications context.