The Role of Quality in Bit Stream Access Internet Service Providers on Customer’s Loyalty in Palestine

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Date
2017-08-15
Authors
Demaidi, Ashraf
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جامعة النجاح الوطنية
Abstract
The Internet Service Provider (ISP) sector in Palestine operates in a highly competitive market, including many challenges related to the Israeli rules and regulations concerning internet service. Such challenges emphasize the need for the various ISPs to have a detailed and clear understanding of the critical service quality dimensions that affect customer loyalty, and to constantly evaluate and strengthen the service they provide. Therefore, this work aims to study the influence of service quality on customer satisfaction and loyalty in the Palestinian internet sector. The study used a quantitative approach based on SERVQUAL dimensions to collect the data from internet subscribers through a questionnaire and the data was analyzed using statistical methods. The survey data was gathered from 403 valid responses covering more than eight ISP companies in West Bank. Examination of the study variables based on the conceptual framework is achieved by using SPSS, where means of quantitative methods such as comparison of means, simple and multiple regression were calculated. The findings of the research indicate that, in general, the level of service quality does not meet customer expectations. In addition, descriptive analysis of the study variables give indication that means of three service quality dimensions (reliability, responsiveness, and tangibility) have a medium degree level, while empathy and assurance have a high degree level. The findings of the research showed that service quality positively affects customer satisfaction. A positive relationship exists between customer satisfaction and customer loyalty. The study suggests that the effect of the responsiveness dimension on consumer satisfaction and loyalty is stronger than the effects of the other dimensions, where tangibility has the lower effect. Finally, the study recommends the ISPs to improve the level of service quality in order to meet customer needs and wants and to gain long-term customer loyalty
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