The Relationship between Service Quality and Customers Satisfaction in Palestine Mobile Telecom Industry رسالة ماجستير

Abstract

Service quality and customer’s satisfaction are highly correlated, there are many researches were conducted in the relation between service quality and customer’s satisfaction in order to investigate the effects of service quality on customer’s satisfaction. As a result most researchers claimed that there is a positive relation between service quality and customer’s satisfaction and financial performance of companies. Due to the lack of researches on this topic in Palestinian telecom industry, the aim of this master thesis is to measure the relationship between quality of service and customer’s satisfaction in mobile telecom industry in Palestine. To achieve this purpose, the thesis adopted strive service quality model that depends on six dimensions (tangibles, reliability, responsiveness, assurance, empathy and price), five of these dimensions are extracted from SERQUAL model, that is commonly used for this purpose, based on these dimensions, the research hypothesis that are used for testing the research problem “the relationship between customer satisfaction and services quality in mobile telecommunication industry in Palestine” are:  H1: There is a relationship between tangibles and customer satisfactions.  H2: There is a relationship between reliability and customer satisfactions.  H3: There is a relationship between responsiveness and customer satisfactions.  H4: There is a relationship between assurance and customer satisfactions.  H5: There is a relationship between empathy and customer satisfactions.  H6: There is a relationship between price and customer satisfactions. In order to investigate upon relations between services quality and customer’s satisfaction. A survey were conducted on 400 customers from Palestine Cellular Communications Company “Jawwal” and Wataniya Mobile Palestine, using of v the six dimension’s determined in the model, this data collected from customers who tested for assessment of measurements model (convergent validity and discriminant validity) and assessment of structural model (coefficient of determination (R ²), path coefficient (β values) and Path Significant (p-value). Based on the findings, the result of this thesis shows that there is a positive relationship between service quality and customer satisfaction. Hence, the study concluded that customer satisfaction is being affected by price, assurance, empathy, responsiveness, reliability. But it’s observed that tangibility has no statistically significant effect on customer satisfaction. In the aspect of contributions, the findings of this study can serve mobile telecom companies by defining the dimensions that have the highest level of impact in order to achieve their customer satisfaction. Moreover this research extends the dimensions of SERVQUAL model by adding new dimension price which is supplemented to SERVQUAL model. It shows the strength of relation with customer’s satisfaction.