Impact of Service Quality on Customer Preservation "A Field Research of the opinions of a sample of Yemen Mobile Customers in Dhamar City "

Abstract

The present study aimed to identify the impact of service quality on customer preservation. To achieve the objectives of the research, the researcher used the descriptive analytical approach. The research population was represented by all customers of Yemen Mobile Company in Dhamar city, and a simple random sample of 190 customers was selected according to the simple random sampling method. To collect the necessary data for the research, a questionnaire was developed based on previous studies. The number of questionnaires returned and valid for analysis was (180), which was relied upon in analyzing the research variables. The validity of the questionnaire was confirmed through the use of the “Cronbach’s Alpha” coefficient. The researcher used the multiple linear regression method to test the research hypothesis, and the most important research results that were revealed are as follows:

• The company is keen on to be time-oriented in providing the service to its customers, and the company provides the service to the customer in a safe and risk-free atmosphere as much as possible.
• There is a statistically significant effect at a significant level ( ) between the quality of service (tangible aspect, security, empathy, quick response) on customer preservation for Yemen Mobile Company in Dhamar city.
• There is no statistically significant effect at a significant level ( ) between the quality of service (reliability) on customer retention for Yemen Mobile Company in Dhamar city.

In light of the results of the research, the following recommendation can be made: Yemen Mobile must continue to pay attention to the quality of the services it provides, as the study has shown in its positive impact on customer preservation.