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The main aim of this research was to take a deeper look into levels of both consumer satisfaction and loyalty in terms of the Etihed Etisalat Company (MOBILY) cellular services division. The research starts off by outlining the main relationship between the various elements of the Customer Satisfaction Measurement Model (CSM) established by Al-Mutawa, Eldabi, and Brinkman (2006), which includes, but is not limited to, satisfaction, loyalty, expectations, perception, and gains of a financial nature – all in terms of the consumer. Over 60 questionnaires were handed out to consumers that lie within three varying segments of age within the current MOBILY market. The three segments were divided by age i.e. those under 20 years of age made up the youth, one’s between the age of 21-40 established middle-aged group and lastly the ones that were over 40 years of age made up the senior citizen portion of the respondents. The questionnaire was built upon 20 questions which looked onto satisfaction and loyalty levels, and measured the responses based on the age segments. The outcomes from this set of questionnaires were measured against another similar study conducted by J. D. Power and Associates in 2006 which measured similar elements within the UK industry. This study indicated that there was a considerably higher level of dissatisfaction between MOBILY users in terms of a majority of the services being provided. The dissatisfaction rating stood at 55.9% and the levels reported were significantly constant across the different groups of age that had been established. In addition the tests were linked with elements such as procedures for complaints, incentives, costs for calls, promotions. The results showed that there was a considerably high correlation in terms of the satisfaction’s low levels along with consumer loyalty’s low 54.6% rating. The research illustrates that MOBILY is suffering do the competitiveness brought on by service providers from within the Saudi Arabian market.
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