The Impact of the Dimensions of Electronic Phone Service Quality on Enhancing Customer Loyalty through the Mediating Role of Positive Word-of-Mouth and Customer Satisfaction: An Analytical Study of the Opinions of a Sample of Customers of Asiacell Telecom
Keywords:
Service Quality, Customer Satisfaction, Positive Word-of-Mouth, Customer Loyalty, AsiacellAbstract
This study is designed to explore how the dimensions of electronic phone service quality (reliability, coverage, assurance, accessibility, and tangibility) affect customer loyalty in the telecommunications service and what role customer satisfaction and positive word-of-mouth play in this process. The research method and technique used in this study was descriptive analytical. The study population was all customers at Asiacell Telecommunications Company Limited and a sample of 385 respondents were randomly selected. The data collection was done using verified and validated electronic questionnaire. Data were analysed statistically in the form of data analysis in (SPSS.26) and JASP (0.96.0.0). The data were analysed using several statistical techniques, such as One-Sample t-test to compare the gaps with the accepted benchmark, simple linear regression analysis, and multiple linear regression analysis, the latter of which was used to check the significance of the mediating paths – the Sobel Test. The study was able to draw several conclusions, one of the leading ones being that Asiacell Telecommunications Company Limited managed to exceed the accepted benchmark of the measurement instrument on all aspects related to electronic phone service quality. Tangibility was the strongest dimension in terms of awareness and perception of customers followed by the coverage dimension. Additionally, positive word of mouth was discovered to be an important and mediating role in enhancing the relationship between the dimensions of electronic phone service quality and customer loyalty. The study suggests that in the light of these findings, the company should focus on improving the quality of its digital services, which should be regarded as the underpinning of the improvement and maintenance of customer loyalty in the long term.
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