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This paper attempts to present customers satisfaction perception towards service quality provided by Tunisie Telecom operators in Tunisia. For many years, the telecommunications industry has been seeking to adapt its technology to help operators remain competitive in a competitive environment fraught with sophisticated new services. Today, we witness a real shift from supply-oriented marketing to demand-oriented marketing, from product-oriented marketing to customer-oriented marketing, also known as push marketing, a loyalty marketing that is increasingly becoming relational in focus. This form of marketing is suitable for customers who require more services, more facilities and an increasingly customized communication. In this paper, our starting point is a review of the literature in which we try to define some relevant key terms such as perceived quality and satisfaction and the nature of the relationship that may bind these two concepts. Second, we report on an empirical study conducted in order to better understand the impact of perceived quality on the satisfaction of industrial customers with their phone operator ''Tunisie Telecom''. To this end, a questionnaire-based quantitative study was conducted. Our study consisted of the following stages: the sampling stage, questionnaire development and administration, analysis via SPSS, an analysis stage and the results reporting stage. Indeed, the study confirms the presence of a causal relationship pointing to the positive impact of quality on satisfaction. Indeed, Tunisie Telecom could improve the quality of its offerings and determine its customers’ needs in terms of service delivery. Moreover, Tunisian companies showed a great deal of satisfaction with the performance of Tunisie Telecom’sales service while wishing for a continuous improvement of its offers. These results will enable Tunisie Telecom to be able to identify its offerings and meet well the needs and expectations of its target customers. In addition, Tunisia Telecom should focus on managing service quality and customer satisfaction to provide a sustainable competitors and insure an ongoing business development tool.
Rosane Cavalcante Fragoso, Brasil
Chief Scientific Officer and Head of a Research Group
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