Determinants of Customer Satisfaction of Fixed-Line Telecom Services In Pakistan: An Empirical Study

Abstract

The usage of fixed-line telecom services is decreasing with time. It is necessary to find out what are the primary reasons behind this. Service providers are thought to ignore client needs. It takes time to determine customer satisfaction factors. This study examines the primary factors influencing customer satisfaction with fixed-line telecom services. A hypothetical model with customer satisfaction as the dependent variable, responsiveness, perceived value, perceived service quality, and staff attitude as independent variables is provided to meet study goals. Pakistani fixed-line telecom consumers were surveyed online using a five-point Likert scale to test the hypothetical study model. Snowball sampling yielded 198 valid replies for analysis. SPSS 23.0 and AMOS 23.0 are statistical data analysis tools used. Data validated all four hypotheses. Perceived Service Quality, followed by Responsiveness, is the most significant predictor of Customer Satisfaction. The dependent variable has a 68.5% variance. All independent variables Responsiveness, Value, Service Quality, and Staff Attitude explain customer satisfaction. Based on hypothetical relationships, customers are satisfied if service providers give high-quality service and respond quickly. This research offers academic, theoretical, and methodological contributions and practical consequences for fixed-line telecom service providers to focus on and shape their future strategies, improve service provision, and retain customers

Keywords: Fixed line telecom services; Customer Satisfaction Model; Pakistan.