<![CDATA[Competition among mobile phone retailers in East Cirebon is intensifying, with products and prices that are relatively homogeneous. Under these conditions, business communication becomes a key factor in differentiating services and the consumer experience. However, existing studies on business communication and customer loyalty have largely examined conventional retail or service settings with fixed operating hours, leaving communication dynamics within a continuously operating (24-hour) retail context underexplored, despite the distinct challenges posed by round-the-clock service demands, fluctuating customer volume, and staff fatigue. This gap is academically significant because it limits current understanding of how business communication theory applies under non-standard operational conditions. This study aims to address this gap by analyzing the role of business communication in shaping customer satisfaction and loyalty at a 24-hour mobile phone retail counter in East Cirebon. The research focuses on the forms of business communication, factors that support and hinder satisfaction and loyalty, and the role of communication in building long term relationships. The research employs a qualitative approach using interviews, observation, and documentation. The study was conducted at one such counter, namely the Wahyu Cell 24-Hour Counter, as a representative sample of the research subject. Data analysist utilized the Miles and Huberman model. The result indicate that business communication takes place through face-to-face interactions and WhatsApp, following a two-way, consultative pattern. Customer satisfaction is influenced by the clarity of information, speed of service, and communication style. Loyalty is formed through consistent positive experiences, not directly from satisfaction. Communication barriers arise under operational conditions such a peak hours and system disruptions. This study demonstrates that business communication plays a crucial role in shaping satisfaction and loyalty in a contextual and sustainable manner]]>
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