أبعاد جودة الخدمة وأثرها على ولاء الزبائن وفق نموذج الأداء الفعلي للخدمة

Abstract

This study aims to try to know the level of service quality provided by Ooredoo and the degree of its impact on customer loyalty, depending on the actual performance model Servperf attributed to (Cronin & Taylor) which focuses on five dimensions (tangibility, reliability, responsiveness, security and empathy) to measure service quality performance. The study was conducted on a sample of Ooredoo customers, the size of which is 117 customers. The questionnaire tool was used to reach the study sample and know their attitudes towards the services provided by Ooredoo and the degree of their loyalty towards the latter. Using the SPSS-23 program, the data obtained from the study sample was analyzed with the help of various statistical methods. The study results showed a positive correlation between Ooredoo's service quality and customer loyalty. We observed a positive impact of the responsiveness dimension on customer loyalty, while the other dimensions (tangibility, reliability, responsiveness, assurance, and empathy) had a weak impact and did not meet customer expectations.