Subscriber Loyalty and Advocacy Measurement using Structural Equation Modelling: The Sharjah (U.A.E.) Telecommunication Scenario

The United Arab Emirates (UAE) has magically mushroomed into an entity that the world is fascinated about given that it surfaced from a geographical region dominated by deserts and sand dunes. It has now become an important player especially in the political and economic scenario with advanced technology and jaw dropping infrastructure. Countries are liberalising the economy and service providers operate across the globe. Telecom in UAE has witnessed fast-paced changes and the current duopoly structure is perhaps at the verge of change.The current telecom operators, with government having major stake in them, are Etisalat and Du. Etisalat had the upper hand and monopoly until the beginning of 2006. The scenario has changed since then with the entry of Du and more reforms are expected around the corner. Communication is the essence of life and mobile telecommunication is a necessary technological tool for personal and business transactions.The main enabler of a digital era is telecommunication that facilitates the nations to co-exist and makes the world feel smaller. Loyalty and advocacy are critical for telecom operators especially in an era when number portability is a reality. 534respondents at Sharjah were surveyed and the major antecedents and their impact on telecom subscriber loyalty and advocacy intentions are documented.