أثر جودة الخدمة على رضا العملاء دراسة حالة شركة زين للاتصالات بولاية الخرطوم من الفترة 2006-2009م

Abstract

Abstract The study aimed to analyses the gaps of perceived services compared with expected services through the complementary services associated with core service due to the five indicators of tangibility, reliability, responsiveness, security, and courtesy for customers, Zain Telecommunications Company in Khartoum state. The study problems was the difficulty in measuring the quality of services and lack of service corporations in Sudan for its customers due to international standards of quality in addition to the lack of studies on the marketing gap indicators and their relationship to customer satisfaction. We used ServQual model to analyses the gaps from the sample study using two questionnaires one for the expected services and the other for the perceived services. The Hypotheses of the study was based on gap in the perceived services compared to the expected services, in addition to the strong correlation between the perceived service quality and reliability indicator. The results showed that the majority of the sample studied is not aware of adequate quality standards and the knowledge of methodology to give services companies international quality certificate, and indicated the existence gap in the five indicators and expressed dissatisfaction with customers in many cases. The recommendations focused to solve customers waiting period by developed advance queue system, and building marketing policies based on quality assurance, preparing enough parking for customers to cover the deficiencies in the tangibility indicator, in addition to interest conduct surveys for customers to analyses the gaps from the perceived sen/ices.