This study investigates the impact of the Celcom-Digi merger on customer loyalty in Malaysia's telecommunications sector. Using qualitative research methods, including semi-structured interviews with long-term customers, the study explores how service quality, telecommunication infrastructure, and emotional factors influence customer retention during and after mergers. Findings reveal diverse customer responses to the merger, ranging from dissatisfaction with initial disruptions to appreciation for improved offers and network quality. Emotional ties to brands and pricing strategies also played significant roles in shaping customer behavior. The study underscores the importance of transparent communication, maintaining service quality, and customer-centric strategies to foster loyalty during mergers. Recommendations include enhancing customer engagement and conducting further research to understand the long-term effects of mergers on customer retention.