The Impact of Service Quality Dimensions on Customer Satisfaction in Telecom Mobile Companies in Yemen

Abstract

Customer satisfaction becomes the most important factor for business success in most industries. The telecom mobile companies in Yemen face a problem of decreasing customers’ satisfaction with their services. Service quality can provide a good measurement tool to predict customer satisfaction. However, there is scarcity in studies related to this field in Yemen that can help telecom mobile companies to understand and measure the satisfaction level of customers toward services that provide. Thus, this study aims to analyse the impact of perceived service quality on customer satisfaction in Yemeni telecom mobile companies through finding a valid and reliable instrument to measure customer perceived service from functional quality and technical quality perspectives. SERVPERF model is utilized to measure service quality from functional aspects. Network quality dimension is newly added to measure service quality from technical aspects. Six independent variables (tangibles, reliability, responsiveness, assurance, empathy and network quality) are proposed to help predict the customer satisfaction. The proposed model is empirically tested using appropriate sampling size. Data collected from 356 respondents through an online and on-field survey. Using hierarchical regression, result shows that four dimensions of service quality (network quality, empathy, reliability and assurance) are revealed significantly positive impact on customer satisfaction while tangibles and responsiveness have no impact on customer satisfaction. The network quality has the highest impact on customer satisfaction and Yemeni telecom mobile companies must consider about superior network quality as perceived service quality from customers to judge the quality of services in telecom mobile network.