The last few decades have witnessed a greater transition in the communication sector due to the unpre- cedented innovations in technology. On the one hand, the emergence of broadband has rejuvenated and strengthened the wireline sector by making use of the existing wireline infrastructure. On the other hand, it has created an intense competition among the service providers. The competition has propelled the service providers to look beyond the idea of providing service and has forced them to consider other factors like establishing customer loyalty which stems out of customer satisfaction and service quality. Thus, the study aims to analyze the interrelationship among the above-mentioned factors with respect to digital subscriber line (DSL) service offered by the incumbent wireline operator in Puducherry. The study has found that customer satisfaction plays an intervening role between service quality and customer loyalty.
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