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The Relations among Dimensions of Service Quality, Satisfaction, Loyalty, and Willingness to pay more: Case of GSM Operators Service at Northern-Iraq

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  • Ahmet Demir
  • Karwan Talaat
  • Cumhur Aydinli

Abstract

The objective of this research is to determine the factors of service quality that affect the satisfaction, loyalty, and willingness to pay more for this service of the customers. In this concept, researchers conducted a survey questionnaire that was adopted from the research of Parasuraman et al.’s ServQual. Regression analysis has been proposed in order to see the significance of each dimensions of service quality on satisfaction. Later on the same model has been applied to see the significance of satisfaction on loyalty. Furthermore, the effect of loyalty and satisfaction on willingness to pay more was also tested by regression analysis model. Analysis of variance model had been conducted to see if there is any significant difference between demographic information (monthly spending, GSM operators, and age of the customers) and evaluation of dimensions of the service quality. The results show that responsiveness, reliability, and tangibles have significant effect on the satisfaction of the customers. It also has been seen that satisfaction has significant effect on the customer loyalty and both (satisfaction and customer loyalty) have significant impact on the willingness to pay more for GSM operators.

Suggested Citation

  • Ahmet Demir & Karwan Talaat & Cumhur Aydinli, 2015. "The Relations among Dimensions of Service Quality, Satisfaction, Loyalty, and Willingness to pay more: Case of GSM Operators Service at Northern-Iraq," International Journal of Academic Research in Accounting, Finance and Management Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Accounting, Finance and Management Sciences, vol. 5(4), pages 146-154, October.
    • Handle: RePEc:hur:ijaraf:v:5:y:2015:i:4:p:146-154
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    References listed on IDEAS

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    1. Bezerra, George C.L. & Gomes, Carlos F., 2015. "The effects of service quality dimensions and passenger characteristics on passenger's overall satisfaction with an airport," Journal of Air Transport Management, Elsevier, vol. 44, pages 77-81.
    2. Ad de Jong & Ko de Ruyter & Martin Wetzels, 2005. "Antecedents and Consequences of Group Potency: A Study of Self-Managing Service Teams," Management Science, INFORMS, vol. 51(11), pages 1610-1625, November.
    3. Suzana Markovic & Sanja Raspor, 2010. "Measuring Perceived Service Quality Using SERVQUAL: A Case Study of the Croatian Hotel Industry," Management, University of Primorska, Faculty of Management Koper, vol. 5(3), pages 195-209.
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    1. Cumhur Aydinli & Edip Senyurek, 2016. "Measuring Impact of Service Quality Dimensions on Customers Satisfaction: Case of GSM Users in Poland," International Journal of Academic Research in Accounting, Finance and Management Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Accounting, Finance and Management Sciences, vol. 6(1), pages 127-133, January.

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