@Article{M-10485,
AUTHOR = {Mupeta, Raphael and Mupeta, Raphael},
TITLE = {The Role of Live Entertainment Experiences in Enhancing Customer Engagement and Loyalty in Telecom Services},
JOURNAL = {Scientific Research Journal of Business, Management and Accounting},
VOLUME = {4},
YEAR = {2026},
NUMBER = {1},
ARTICLE-NUMBER = {M-10485},
URL = {https://isrdo.org/journal/SRJBMA/currentissue/the-role-of-live-entertainment-experiences-in-enhancing-customer-engagement-and-loyalty-in-telecom-services},
ISSN = {2584-0592},
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.},
DOI = {}
}