The Influence of Strategic Leadership on Customer Retention: The Mediating Role of E-Service Quality

Abstract

This study examines the influence of strategic leadership on customer retention within Saudi Telecom Company (STC), with a particular focus on the mediating role of e-service quality. Adopting a quantitative, deductive research design, the study utilized a survey instrument and Structural Equation Modeling (SEM) to assess the relationships between these constructs. The findings reveal that both strategic leadership and e-service quality have significant direct effects on customer retention, underscoring the critical role of leadership practices and digital service excellence in fostering customer loyalty. However, the study found no significant mediating effect of e-service quality on the relationship between strategic leadership and customer retention. These results suggest that leadership practices in STC may influence customer retention through other mechanisms beyond e-service quality. The research contributes to the literature by providing empirical evidence from the Saudi telecommunications sector, reinforcing the importance of leadership and service quality in retaining customers. The study also highlights the need for ongoing innovation in digital service offerings to remain competitive. Limitations of the study include its focus on a single organization and reliance on self-reported data, suggesting avenues for future research to explore additional mediators and extend the analysis across different industries.