Customer satisfaction in mobile industry in Egypt an empirical study Thesis

Customer satisfaction in mobile industry in Egypt an empirical study - Thesis Example Against this backdrop, it’s essential to consider the extent to which the product and service quality has an impact on customers in mobile industry in Egypt (Fornell, 2001). Customer satisfaction is the key in any business undertaking, especially success or failure of the business is mainly dependent on it. In the past, the importance of customer satisfaction was not recognized as an important metric in determining critical success factor related outcomes due to the fact that many entrepreneurs focused attention on the increase of new customers rather than retaining the existing customers. It was a pure number game. Li, Jiayin, and Huaying (2008) suggest that many companies have identified the importance of customer satisfaction especially by service-centric companies such as mobile telephone service industry on the premise that customer satisfaction is a growth factor directly influenced by the quality of service. Thus many mobile service producers in the global arena have ad opted customer satisfaction as a high priority in achieving corporate goals. Though customer satisfaction is a mental perception, many techniques and methods are developed to measure the effectiveness of it. For example, the American Customer Satisfaction Index (ACSI) model is an economic indicator which analyses the degree of customer satisfaction in the US. Claes, et al (1996) argue that this model has mainly been developed with five variables – perceived value; satisfaction; loyalty; reputation; and recommendation. Thus the service quality of the mobile industry depends on the delivery excellent or superior service to fulfill customer expectations, and it occurs for most services during the interaction between a customer and the mobile service provider. According to Anckar, and D'Incau (2002), the mobile service producers in Egypt have efficiently created a perceived value on the customer's mind through real value generation such as providing