The Effect of Service Quality on Customers' Satisfaction in Mobile Phone Services in the UAE
Keywords:critical theory, marketing theory, theory building, Aaker’s brand personality dimensions, interdisciplinary theorizing
This study aims to determine the dimensions of mobile service quality and to examine their effect on customer satisfaction in UAE mobile phone service providers while also investigating the behavioural differences between mobile phone customers with prepaid and postpaid subscriptions. A combination of the SERVPERF model has been adopted as the main framework for analyzing service quality. A structured questionnaire instrument was designed for data collection. The present study concentrates on the level of customers’ satisfaction for leading service providers in the UAE mobile industry. Etisalat and Du were chosen for this study. A sample of (452) mobile phone users in Abu Dhabi city was selected at random using convenience-sampling. We found a positive effect of both functional and technical service quality (network quality) on customers’ satisfaction. Functional and technical dimensions were good predictors of customer satisfaction and confirmed the multidimensional nature of service quality. Also, the service quality dimensions; reliability, assurances, and responsiveness are found to be significant predictors of customer satisfaction. Behavioural difference between mobile phone customers is also significant in predicting customer satisfaction for postpaid subscribers. However, only reliability and network quality are significant predictors of customer satisfaction for prepaid subscribers. The model developed in this study provides marketers and researchers with a diagnostic tool to assess service quality from the perspectives of customers to meet the customer’s expectations and ensure customer satisfaction.