Analysing driving factors of customer satisfaction among telecommunication service providers in Kurdistan region

Abstract

Due to unprecedented innovation in information and communication technology, customers interact more with telecommunication service providers. Customer satisfaction is the extent of customer psychological sense and expectation towards a particular product or service. Satisfaction is a core to business success where corporates strive to fulfil them in the competitive market, where customers have more options. The lack of understanding of customer expectations created a gap between telecommunication companies operating in Kurdistan Region and subscribers. The current study intends to understand factors affecting customer satisfaction among telecommunication service companies in Kurdistan Region. It also identifies the customer’s critical factors concerning telecommunication services. Convenience sampling has been used to investigate the impacts of service quality, service attitude, value-added services, and price on customer satisfaction. The result revealed a significant and positive relationship between all independent variables except for the value-added services found to have a significant but reverse impact on customer satisfaction. The negative impacts of value-added services on customer satisfaction rely on the fact that roaming services, money transfer, reward points, and easy recharge are not concerns for customers compared to the price, quality of networks, and connectivity. The study signifies that nourishing customers by telecommunication companies in Kurdistan Region improve their market share and creates competitive value and uniqueness. This study highlights that competitive advantage and uniqueness offers more customer-oriented services to mobile subscribers and could be perceived as a precondition to the survival of operating firms. In return, the general public delivers cheaper and more reliable services with improved connectivity and internet service at a competitive price.