Title

The Role of Live Entertainment Experiences in Enhancing Customer Engagement and Loyalty in Telecom Services

Author

1. Raphael Mupeta, Lecturer, ZCAS UNIVERSITY, Zambia
2. Raphael Mupeta, Lecturer, ZCAS UNIVERSITY, Zambia

Abstract

Telecommunications markets are increasingly saturated, and many operators rely on discounts, data bundles, and short-term promotions that often improve retention only temporarily. This study examines whether live entertainment experiences hosted by telecom brands—such as music concerts, sponsored parties, and interactive games—can deepen customer engagement, stimulate service usage, and strengthen loyalty. Drawing on customer engagement theory, service-dominant logic, experiential marketing, expectation-confirmation theory, and commitment-trust theory, the study applies a mixed-methods design. Survey data were collected from 120 telecom subscribers who had attended at least one telecom-sponsored entertainment event in the previous 12 months, and qualitative interviews were used to explain motivations and perceived value. Descriptive statistics, correlation analysis, regression, and mediation analysis were conducted in SPSS 28. Participation in live entertainment experiences significantly predicted satisfaction (β = .82, t = 12.40, p < .001), while satisfaction predicted usage frequency (β = .74, t = 10.50, p < .001) and loyalty intention (β = .78, t = 11.00, p < .001). Satisfaction partially mediated the relationship between event participation and both usage and loyalty. The findings suggest that entertainment-based engagement can complement core service quality by creating memorable, socially meaningful touchpoints that support retention and reduce churn.

Keywords

Conclusion

This study set out to examine whether live entertainment experiences can enhance customer engagement and loyalty in telecom services. The evidence indicates that they can. Participation in telecom-sponsored concerts, parties, and interactive games was positively associated with satisfaction, usage frequency, recharge behavior, and loyalty intention. The strongest pattern in the data was the mediating role of satisfaction: customers who experienced these events positively were more likely to use the service more actively and to express stronger intentions to remain loyal to the operator.

The broader implication is that telecom loyalty should not be viewed only through the lens of network performance, pricing, and switching barriers. Those factors remain essential, but they do not fully explain why some customers feel attached to a brand and others remain indifferent. Live entertainment experiences can create memorable, relationally significant touchpoints that enrich the customer journey and support retention. For telecom managers operating in highly competitive markets, the strategic lesson is clear: when experiential value is layered onto reliable core service delivery, loyalty becomes not only more measurable but also more meaningful.

Author Contrubution

Raphael Mupeta was solely responsible for the conception and design of the study, the development of the methodology, the collection and analysis of data, and the interpretation of results. He prepared the original draft of the manuscript, carried out all revisions, and finalized the paper for submission. No other individuals contributed to the research, writing, or editing of this work.

Funding

I confirm that I did not receive any financial support, grants, or sponsorship from public, commercial, or not‑for‑profit organizations for the completion of this research. The study was conducted independently, without external funding, and all resources used were self‑supported.

Conflict of Interest

I declare that there are no conflicts of interest regarding the research, authorship, or publication of this article. No personal, financial, or professional relationships have influenced the outcomes of this study.

Data Sharing Statement

The data supporting the findings of this study were generated and analyzed entirely by Raphael Mupeta. As the sole author, I confirm that no external datasets were used. Data underlying the results are available upon reasonable request, subject to ethical considerations and confidentiality requirements.

Software And Tools Use

Data analysis was conducted in SPSS 28. Descriptive statistics were first used to summarize the overall response pattern and compare high-participation and low-participation respondents. Pearson correlation analysis was then applied to assess the direction and strength of association among participation, satisfaction, usage, recharge behavior, and loyalty intention. Multiple regression analysis was used to test whether event participation significantly predicted satisfaction and whether satisfaction predicted usage-related outcomes and loyalty intention.

Acknowledgements

I , Raphael Mupeta, gratefully acknowledge the indirect support of colleagues, mentors, and the broader academic community whose work provided inspiration and context for this study. No external funding or institutional assistance was received.