MEASURING SERVICE QUALITY LEVEL IN THE JORDANIAN TELECOMMUNICATION SECTOR FROM ITS CUSTOMERS’ PERSPECTIVE USING THE SERVPERF SCALE
Journal Title: European Journal of Business and Social Sciences - Year 2017, Vol 5, Issue 12
Abstract
This paper aimed to measure the service quality level in the Jordanian telecommunication sector from the perspective of its customers. The study was applied in three well-known telecom companies in Amman, Jordan; Zain, Orange, and Umniah during 2017. In order to achieve the study’s objective, the researchers adopted a questionnaire that consists of (27) items. This questionnaire has adopted the SERVPERF scale and made modifications and additions on it. The latter scale adopts (5) dimensions for measuring service quality, which are: (tangibility, reliability, responsiveness, assurance, and empathy). The questionnaire forms were distributed to (500) customers who have experience in dealing with the aforementioned companies. However, the researchers retrieved (422) questionnaire forms (i.e. the response rate is 84.4 %).The obtained data were analyzed by the “Statistical Package for the Social Sciences†(SPSS) program. The researchers concluded Jordanian telecom customers have positive attitudes towards the service quality level of the Jordanian telecommunication companies measured by the five dimensions of the SERVPREF scale jointly and separately. However, the highest percentage of positive attitudes was towards the dimension of tangibility, whereas empathy has got the lowest percentage of positive attitudes.
Authors and Affiliations
Dr. Tareq N. Hashem| Associate Professor at Al-Isra University, Faculty of Business, Marketing Department Jordan, Farah I. Hamdan| Holder of a master’s degree in the field of marketing from the University of Jordan Amman, Jordan
Keywords
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- EP ID EP10865
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