Customer Satisfaction and Loyalty in Telecommunication Companies in Saudi Arabia

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.