Journal of Marketing Management and Consumer Behavior, Vol. 2, Issue 2 (2018) 16-30 *Corresponding Author: shahid.yaqubrana@gmail.com Author(s) retain copyright of the submitted paper (Please view the Copyright Notice of JMMCB). This work is licensed under a Creative Commons Attribution 4.0 International License. Journal of Marketing Management and Consumer Behavior (ISSN-Canada: 2371-3615) Revisiting Customer Loyalty in Telecom Sector: Insights from Oliver Four-Stage Loyalty Model, EDM and Principles of Reciprocity Rana Muhammad Shahid Yaqub a,* , Fairol Halim b a PhD (Marketing) Scholar, School of Business Management, Universiti Utara Malaysia, Sintok, Malaysia b Associate Professor, School of Business Management, Universiti Utara Malaysia, Sintok, Malaysia ABSTRACT This paper is based on analyzing the impact of customer perceptions towards various antecedents of loyalty. Study proposed a research framework derived from Oliver 4 stage model of customer loyalty supported by Expectation Disconfirmation Model and Principles of Reciprocity. Various determents of loyalty like perceived service quality, perceived price fairness, perceived justice in service recovery, relational bonds, customer satisfaction and corporate image have been analyzed to find the differences in perceptions between stayers and switchers profiles. A Proposed methodology is developed at the end of the paper for the assistance of researchers in future research. Dearth of studies has analyzed the differences in perceptions towards various antecedents of loyalty in customer profiles. Apart from the literature gap, this study has also highlighted the practical and theoretical implications with respect to customer loyalty across different customer profiles in telecom sector. Journal of Marketing Management and Consumer Behavior ARTICLE INFO Article History Submitted 28 Dec 2017 Accepted 30 Jan 2018 Available online 08 Feb 2018 JEL Classification M31 Keywords Customer Loyalty Oliver 4 Stage Model Stayers and Switchers Telecom Sector