The objective of this research is to determine the factors of service quality that affect the satisfaction, loyalty, and willingness to pay more for this service of the customers. In this concept, researchers conducted a survey questionnaire that was adopted from the research of Parasuraman et al.’s ServQual. Regression analysis has been proposed in order to see the significance of each dimensions of service quality on satisfaction. Later on the same model has been applied to see the significance of satisfaction on loyalty. Furthermore, the effect of loyalty and satisfaction on willingness to pay more was also tested by regression analysis model. Analysis of variance model had been conducted to see if there is any significant difference between demographic information (monthly spending, GSM operators, and age of the customers) and evaluation of dimensions of the service quality. The results show that responsiveness, reliability, and tangibles have significant effect on the satisfaction of the customers. It also has been seen that satisfaction has significant effect on the customer loyalty and both (satisfaction and customer loyalty) have significant impact on the willingness to pay more for GSM operators.
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In-Text Citation: (Demir et al., 2015)
To Cite this Article: Demir, A., Talaat, K., & Aydinli, C. (2015). The Relations among Dimensions of Service Quality, Satisfaction, Loyalty, and Willingness to Pay More: Case of GSM Operators Service at Northern-Iraq. International Journal of Academic Research in Accounting Finance and Management Sciences, 5(4), 205–217.
Copyright: © 2015 The Author(s)
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