Telecommunication industry and its business conditions on the telecommunication services market is lately marked by increased competitive rivalry of mobile network operators. In order for mobile network operators to ensure beneficial competitive position on the market, they try to differentiate themselves in numerous ways. One of the ways is product and service differentiation combined with quality and competitive price. With the beneficial price-quality ratio, mobile network operators attempt to attract as many customers as possible, to meet their needs and therefore, ensure loyalty. This paper describes factors of customer satisfaction of mobile network operators’ services users and the impact of satisfaction on loyalty. This paper also proposes key theoretical notions from the field of loyalty programme, defines its meaning, explains types and programmes, advantages and disadvantages and types of customers regarding loyalty. Furthermore, the paper describes current situation, supply and trends in the Croatian telecommunication industry for the purpose of more efficient use of marketing strategies. Research section of the paper shows how many of the mobile network operators adapt their services (tariffs, prices and devices) to their loyal customers and how often and in what way they reward their loyalty. Also, this part of paper explores the number of customers satisfied with their mobile network operator. Moreover, it explores factors which affect awareness, trust, loyalty and the long-term relationship between customer and the chosen mobile network operator. Results of the research show that satisfaction of services rendered leads to loyal customers, while their constant and continuous rewarding results in greater business profitability.