Mobile services sector in Saudi Arabia: A systematic literature review of the effective strategies for enhancing customer satisfaction

Abstract

The mobile services sector in Saudi Arabia has experienced significant growth in recent years, largely driven by the increasing demand for mobile communication and internet services. This systematic review aims to identify and evaluate the effective strategies for enhancing customer satisfaction in Saudi Arabia's mobile services sector. A systematic review was conducted across five databases from 1st January 2010 and 31st March 2023. The entire process was followed as recommended by the PRISMA guidelines. The findings suggest that the most effective strategies for enhancing customer satisfaction in the Saudi Arabian mobile services sector are improving network coverage, enhancing customer service, offering competitive pricing, introducing new technology and features, and providing value-added services. By adopting these strategies, mobile service providers in Saudi Arabia can enhance their customers' satisfaction, build stronger relationships with their customers, and ultimately increase customer loyalty. Moreover, the study revealed that a combination of these strategies would lead to higher levels of customer satisfaction. The study's findings indicate that mobile service providers in Saudi Arabia can enhance customer satisfaction by focusing on various strategies, such as improving network coverage, customer service, pricing, technology, and features, and providing value added services. Customer satisfaction is one of the main aspects of service delivery. Immediate measures in this regard will assist the mobile sector in Saudi Arabia to plan effective approaches to improve customer satisfaction; this, in turn, can give them a competitive edge in the market and sustain growth in the mobile services sector.