Author(s)

Mamoun Akroush¹, Ghazi Samawi², Majdy Zuriekat^1*, Metri Mdanat², Israa Affara³, Shuhd Dawood⁴

¹Graduate School of Business Administration, German Jordanian University, Amman, Jordan.
²School of Logistics and Management Sciences, German Jordanian University, Amman, Jordan.
³Relief and Development Peer Foundation, Sana’a Office, Sana’a, Yemen.
⁴Logistics, Supply and Procurement, UNICEF Yemen, Sana’a, Yemen.

This study compares service quality (SERVQUAL) dimensions from customers’ perspectives and examines their impact on customer satisfaction in the mobile service markets of Jordan and Yemen. A questionnaire was distributed to 1400 participants in both countries. Utilizing structural equation modeling (SEM), it was found that the most important SERVQUAL dimensions in the studied countries are: reliability, interaction quality (empathy, assurance, and responsiveness), and tangibles in Jordan; and reliability, assurance-empathy, tangibles, and responsiveness in Yemen. In both samples, SERVQUAL was able to predict customer satisfaction, whereby reliability exerted the strongest effect, and it successfully measured service quality from customers’ perspectives in both countries. Furthermore, the current study provides managers of mobile service operators in both markets with insightful knowledge related to SERVQUAL dimensions and their role in ensuring customer satisfaction. Managing SERVQUAL dimensions relative to consumer needs in targeted markets is essential for business competitiveness and marketing strategies.

Service Quality, SERVQUAL, Customer Satisfaction, Mobile Telecommunications

Akroush, M. , Samawi, G. , Zuriekat, M. , Mdanat, M. , Affara, I. and Dawood, S. (2019) A Comparison of Service Quality Dimensions in the Mobile Service Market: Evidence from Emerging Markets. Theoretical Economics Letters, 9, 271-295. doi: 10.4236/tel.2019.92021.