تقييم جودة خدمات شركات الاتصال من وجهة نظر الزبائن "دراسة ميدانية على زبائن شركات الاتصال الخلوية في مدينة اللاذقية"

Abstract

The aim of the research was to evaluate the quality of telecommunications companies’ services in its dimensions (tangibility, responsiveness, reliability, security, empathy) in cellular telecommunications companies, through a survey of the opinions of customers dealing with cellular telecommunications companies (MTN, SYRIATEL) in the city of Lattakia.The research was based on the descriptive analytical approach, where a questionnaire was distributed to a simple random sample of (384) customers dealing with cellular communication companies in the city of Lattakia, and the resulting data were analyzed through the statistical analysis program SPSS26.

The results revealed that telecommunication companies in Latakia present a visually appealing image, from the comfortable design of their branches to the elegant packaging of their products. They also demonstrate a commitment to timely service delivery and enjoy customer trust regarding data privacy and the competence of their customer service staff. However, several challenges were identified. Some customers reported difficulties accessing certain branches or navigating company websites, and the effectiveness and clarity of advertising campaigns were also questioned. While companies generally adhere to service delivery schedules, customer service requires improvement, particularly in problem resolution, as some customers experience recurring issues with network stability, internet quality, and billing accuracy. Furthermore, the provision of guarantees for services and devices needs enhancement, and communication with customers, including actively listening to their feedback and offering personalized services, represents a key area for development. In conclusion, telecommunication companies in Latakia possess a solid foundation but need to prioritize enhancing the overall customer experience.