Customer Satisfaction and Loyalty in Telecommunication Companies in Saudi Arabia
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Date
2017
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Publisher
Saudi Digital Library
Abstract
The purpose of this quantitative study is measuring customer satisfaction and
customer loyalty through the application of the study on telecommunications
companies customers in Saudi Arabia, Riyadh, and analyzing the factors that
effecting the customer satisfaction and loyalty, where the hypotheses assumed
that (The independent variables service; quality, price structure, convenience
procedure, staff, call quality, mobile devices) has an impact on customer
satisfaction and loyalty and (there is a positive correlation between customer
satisfaction and customer loyalty).
A quantitative correlation study of 100 participants, their age group ranged from
less than 30 to 40 years and above from telecommunications companies
customers in Saudi Arabia, Riyadh. The 100 successive participants were
consented and answered an anonymous, self-administered, English
questionnaire, which consist of 3 domains: customers' satisfactions, factors
affecting customers' satisfactions and customers' loyalty). The response options
for the customers satisfaction, factors affecting customers satisfactions and
customer loyalty domains range from 1 to 5 (5 Points Likert scale. In addition to
personal information, descriptive and inferential statistics conduct by using
Regression analysis and Pearson correlation and P value assumed to be P=0.05
The results of measuring revealed that there was a significant positive
proportional relation between customer loyalty and satisfaction (r= 0.749, p
=0.000) that high customer satisfaction lead to high loyalty. 49% of the customer
satisfaction is explained by the factors (Mobile device, convenient procedures,
call quality, professional staff and quality service) and 31% of the customer
loyalty is explained by the factors (call quality, professional staff and convenient
procedures). The current study believes the importance of companies' customers
care and professional customer-focused staff, with competitive quality service
and price. Launching promotion schemes for adolescents, businessman and
students can attract extra customers that keeping in view of targeted segment,
ad focusing should be on forecasting ability to increase number of customer and
Profit.