EXECUTIVE SUMMARY As competition between companies becomes more demanding and customers are more concerned about their interests, the relationship between a company and its customers takes on increased significance. Relationships are important because they possess the advantage of maintaining a bond over time and providing continuity through the ups and downs of individual good and not-so-good events. The quality of the relationship is determined by beliefs held by the parties in the relationship and has an effect upon the future actions taken by each party to the relationship. However, the applicability of relationship quality in strengthening customer loyalty has given little consideration to intangible products. To cope with the ever changing mobile service industry in Macau and to make the modern approach more specifically applicable to this competitive market, it is necessary to justify the crucial determinants of relationship quality and loyalty from the perspective of the telecommunication market. Following the theme mentioned above, the main objective of this exploratory quantitative study is to empirically assess the mediating role of relationship quality on the relationships between relationship quality antecedents and loyalty, in the mobile telecommunication service industry in Macau. This study also considers the category of program (prepaid/postpaid) used by the customer as a potential moderator. Based on literature review, the antecedents that are employed in this research are responsiveness, assurance, reliability, transmission quality and coverage, and convenience. A questionnaire was developed based on the model and a survey was carried out in Macau. The convenience sampling method was employed to select respondents to participate in the research. The data collected was then analyzed using Statistical Package for the Social Sciences (SPSS) and the results were evaluated. The research findings were satisfactory, indicating that responsiveness, transmission quality and coverage, and convenience significantly and positively influence loyalty, and satisfaction and trust are factors that simultaneously mediate the relationships between theme A detailed discussion on the findings is presented towards the end of this study. Finally, managerial implications, limitations and future research possibilities are also addressed.