Service quality, customer satisfaction and loyalty in the Yemeni mobile service market

Abstract

The purpose of this research is to reveal the service quality dimensions (SERVQUAL) from the customers' perspectives, and to examine their effect on customer satisfaction and loyalty in Yemen's mobile service market. Using a structured questionnaire, 1400 questionnaires were delivered to customers from which 999 were valid and useable for data analysis. Utilising structural equation modelling, we found that SERVQUAL is a four-dimensional construct consisting of reliability, empathy and assurance, tangibles and responsiveness in opposing to five as proposed by the original hypothesised model. Reliability, empathy and assurance, tangibles positively and significantly affected customer satisfaction. Also, customer satisfaction positively and significantly affected customer loyalty. The results provide managers and CEOs of the Yemeni mobile service operators with significant managerial implications regarding the service quality dimensions and the vital role they play to ensure customer satisfaction and loyalty alike.