M-service quality of telecommunication companies in Qatar

Abstract

Service quality provided by mobile applications has become a vital element in increasing customers' satisfaction. This study aims to identify the significant mobile service quality factors (application design, ease of use, information content, reliability, responsiveness, empathy, security, and prices and offers) that influence s and loyalty in Qatar's telecommunications sector. The data were collected through an online questionnaire of 195 random customers who use Ooredoo or Vodafone mobile applications in Qatar. The proposed model was evaluated using partial least squares structural equation modelling (PLS-SEM). The results show that ease of use, information content, responsiveness and security were the only significant factors that affect M-customer satisfaction. Also, there is a strong relationship between M-customer satisfaction and M-loyalty. Managers should adopt a strategy that focuses on the M-service quality factors to increase customers' loyalty.