An investigation into the customer perception of service of the telecommunications industry in Malta

Abstract

The present research was conducted among the subscribers of the three main telecom providers in Malta. This report is the result of an empirical investigation which uses a survey tool to collect the data and a mixed approach of qualitative and quantitative methods for their respective analysis. The objective is to gain insights on customer demographics, behaviour patterns and their perception of service. Based on the dimensions of quality of service this paper investigates the causes of customer preferences and the strength of the relationships between the factors of perceived quality of service, satisfaction and loyalty. The study finds that the customers of Go Plc. and Melita Plc. share similar views in terms of their service provider, whilst the customers of Vodafone Ltd. are more satisfied with the quality of service but they are also aware that higher quality is reflected in higher prices. Overall Maltese customers perceive the level of technology in Malta as good and advanced. However common factors among the respondents indicate that though the level of service is generally good, respondents noted that they do not receive enough value for money and that the service is more expensive in Malta when the price is compared to the prices of other telecom operators in EU countries. The analysis of the research indicates that there is need for a general improvement by employees in the level of customer care, attitude and knowledge. It shows that these improvements should be directed towards bettering customers' experience through enhanced quality of service, increasing customer satisfaction and loyalty, improving the number of service promoters and reducing churn through preventive action. Moreover one notes that if the above are put in place, the customer price sensitivity is reduced whilst operational efficiency and company profitability are increased.