Exploring the Factors affecting service quality of Zain Mobile subscribers in Albaha, Saudi Arabia
Adil Zia1, Abdul Razzak Hashmi2

1Adil ZiaCollege of Business Administration, Albaha University Albaha, Kingdom of Saudi Arabia (KSA)
2Razzak Hashmi, College of Business Administration, Albaha University Albaha, Kingdom of Saudi Arabia (KSA)

Manuscript received on 21 August 2019. | Revised Manuscript received on 05 September 2019. | Manuscript published on 30 September 2019. | PP: 2400-2405 | Volume-8 Issue-11, September 2019. | Retrieval Number: J99340881019/2019©BEIESP | DOI: 10.35940/ijitee.J9934.0981119
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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)

Abstract: This study examines different service quality factors that may influence customer satisfaction towards Zain Company in Saudi Arabia. Moreover, this research tries to know the impact of these elements on SQ. Retail Service Quality Scale (RSQS) was used to collect primary data. The sample was collected by implying quota sampling technique. A sample of 970 questionnaires were filled by the Zain mobile subscribers’ in Albaha region. Out of all the received questionnaires, 891 completely filled questionnaires were finally included for the study. AMOS software was used to investigate the data using Structural Equations Modelling (SEM) analysis. It was found that three factors significantly impact SQ. these factors firstly Physical Aspect, then Problem solving and lastly Policy. Whereas two factors namely Reliability and second Personal interactions were found to be highly insignificant factor. This nonconformity of results occurred may be because of the social limitations in Saudi Arabia. Therefore there is a necessity to further examine as to why subscribers in Albaha region are less concerned in socialising and communicate with the retailer.
Keywords: Service Quality, Structural Equation Modeling (SEM), Mobile Communication Services.
Scope of the Article: Mobile Applications and Services for IoT