Exploring the Factors affecting service quality of Zain Mobile subscribers in Albaha, Saudi Arabia

Abstract

This study examines different service quality factors that may influence customer satisfaction towards Zain Company in Saudi Arabia. Moreover, this research tries to know the impact of these elements on SQ. Retail Service Quality Scale (RSQS) was used to collect primary data. The sample was collected by implying quota sampling technique. A sample of 970 questionnaires were filled by the Zain mobile subscribers’ in Albaha region. Out of all the received questionnaires, 891 completely filled questionnaires were finally included for the study. AMOS software was used to investigate the data using Structural Equations Modelling (SEM) analysis. It was found that three factors significantly impact SQ. these factors firstly Physical Aspect, then Problem solving and lastly Policy. Whereas two factors namely Reliability and second Personal interactions were found to be highly insignificant factor. This nonconformity of results occurred may be because of the social limitations in Saudi Arabia. Therefore there is a necessity to further examine as to why subscribers in Albaha region are less concerned in socialising and communicate with the retailer.