Service- profit chain analysis in the telecommunications sector Jordanian perspective on the mobile sub-sector : the case of orange mobile

Dissertant

Rizq Allah, Isa Ilyas Lutfi

Thesis advisor

al-Tamimi, Wafa S.
Hassunah, Abd al-Basit I.

Comitee Members

al-Maghribi, Kamil
Suwaydan, Nizam M.

University

Middle East University

Faculty

Faculty of Business

Department

Department of Business Administration

University Country

Jordan

Degree

Master

Degree Date

2008

English Abstract

This study seeks to analyze the service-profit chain in the Jordanian mobile telecommunications sub-sector through analyzing the relationships between other areas of the chain by developing an original model that demonstrates those relationships.

Accordingly, the study examines the relationships between call center employees’ satisfaction, customers experience, customers’ satisfaction, customer advocacy, brand loyalty and achieving Orange Mobile a competitive advantage among competitors.

In order to examine those relationships, two populations were identified to be served: 1) The first population was Orange Mobile call center employees.

2) The second population was Orange Mobile subscribers.

Consequently, two questionnaires were developed to gather the needed data from the representing samples as the following: The first questionnaire was developed to examine the call center employees’ satisfaction in which data were gathered from 50 call center employees, representing almost 31% of the total number of call center employees working for Orange Mobile.

The second questionnaire was developed to examine customers experience, customers’ satisfaction, customer advocacy, brand loyalty and achieving Orange Mobile a competitive advantage among competitors, in which data were gathered from 400 mobile subscribers, representing 0.025% (400 out of 1,598,158 subscribers) of the total number of mobile subscribers with Orange Mobile.

The statistical analysis was processed through SPSS (Statistical Package for the Social Sciences) version 13, by using descriptive statistical analysis (Frequencies, Percentages, Accumulative Percentages, Mean and Standard Deviation) and inferential statistical analysis (Pearson correlation, T-Test and One-Way Analysis of Variance (ANOVA).

Consistent with the research findings, the main conclusion that was reached in this study is: A 1 degree increase in call center employees’ satisfaction represents approximately a 5% increase in achieving the company a competitive advantage among its competitors, which is sequenced as the following: A 1 degree increase in call center employees’ satisfaction represents approximately a 23% increase in customers experience and about 37% in customers’ satisfaction.

Such increase in customers experience and satisfaction represents nearly 17% increase in their advocacy.

Such increase in customers advocacy represents approximately a 8% increase in their loyalty to the brand.

Such increase in brand loyalty represents almost a 5% increase in achieving the company a competitive advantage among its competitors.

Finally, the thesis presented various recommendations that are applied to Orange Mobile top management; call center management and for further studies to be conducted.

The most important recommendations are: To adopt a philosophy of “putting people first” that applies to employees and customers, and this philosophy shall be reflected in the organization mission.

To develop and maintain a corporate culture that is employee - customer centric.

To adopt a comprehensive strategy aiming to achieve a competitive advantage among competitors through linking employees, customers and the financial performance of the organization.

Main Subjects

Business Administration
Telecommunications Engineering

Topics

• Job satisfaction
• Employees
• Case studies
• Jordan
• Telecommunications
• Customer services

No. of Pages

173

Table of Contents

• APA
• MLA
• AMA

Language

English

Data Type

Arab Theses

Record ID

BIM-697324