Unpacking consumer purchase intentions: A stimulus organism response approach to service quality, pricing, and brand loyalty in emerging telecom markets in Tanzania

This study aimed to investigate the indirect effects of perceived service quality and price perception on purchase intention, mediated by customer satisfaction and brand trust, using the Stimulus–Organism–Response (S-O-R) framework. Anchored in the Service Quality Framework and Expectancy Disconfirmation Theory (EDT), the study conceptualises service quality and perceived price as external stimuli influencing internal evaluations, which subsequently shape consumer behavioural intentions. A cross-sectional survey of 601 mobile users across Mainland Tanzania and Zanzibar was conducted, with data analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM) via SmartPLS 4. The results reveal that both service quality and perceived price significantly influence purchase intention through the sequential mediation of customer satisfaction and trust. Specifically, perceived price fairness (β = 0.030, t = 9.587, p = 0.000) enhances satisfaction, which increases trust (β = 0.048, t = 10.610, p = 0.000). Similarly, service quality (β = 0.032, t = 13.976, p = 0.000) positively impacts satisfaction and ultimately fosters trust (β = 0.032, t = 8.563, p = 0.000). The study concludes that perceived price fairness and service quality indirectly increase purchase intention through satisfaction and trust. Based on these results, the study recommends that telecom operators should prioritise fair pricing and superior service to enhance satisfaction, build trust, and promote customer loyalty.