Factors Affecting Customer Satisfaction in the Internet Service Industry (Exploratory Study of Internet Service Providers in Erbil - Kurdistan Region)

Abstract

The term “customer satisfaction” is a basic marketing expression constructed in the past three decades. In the past, it was an unpopular and unaccepted concept, as the aim of companies was to gain new customers rather than retain the existing ones. However, companies realized and understood the significance of customer satisfaction (especially service producing companies) and have adopted it as the highest priority of their operational goals in the present decade. This study aims to examine overall customer satisfaction with the internet service in the Kurdistan Region of Iraq, factors affecting satisfaction and the relationship between satisfaction and demographics. Data were collected from 400 customers who were randomly selected. The results gained in this study revealed that 81.5% of respondents were satisfied. The combination of network quality, billing, speed, and customer support (internet services attributes) indicated a relationship with satisfaction, while age, education, gender, and employment variables indicated no relationship. Results show that the rate of satisfaction is high but the internet service companies can improve their services to reach the level of developed countries.

The Impact of Digital Marketing Management on Customers Buying Behavior: Case Study of Soran City

“…They also found that it is directly related to the profitability of the company, return on investment, or market share. Buying behavior Buyer should think twice or several times before changing to alternatives because they become emotionally attached and also afraid to believe in the quality of alternatives (Salim & Hussein, 2019).…”

“…Based on the survey conducted, the following are the key findings regarding the impact of digital marketing on customer buying behavior in the Soran independence administration area: Gender: Out of the 250 respondents, 64.4% were male, and 35.6% were female, Age: The majority of the respondents (75.6%) were aged between 18-25, followed by 14.4% between [26][27][28][29][30][31][32][33]8.0% between 34-41, and 2.0% were above 42 years old, Education level: 67.2% of the respondents had a bachelor's degree, 13.2% had a diploma, 11.2% had a high school education, and 4.4% had a master's degree, while 4.0% had a PhD, Residential area: Soran had the highest number of respondents (50.4%), followed by Khalifan (23.2%), Choman (10.8%), Rawanduz (8.0%), and Mergasur (7.6%), Monthly income: The majority of the respondents (46.8%) earned less than 200,000 IQD per month, while 26.0% earned between 200,000-400,000 IQD per month, Online purchases impact on cost reduction: 56.4% of the respondents agreed that online purchases have a positive impact on cost reduction, Benefits from digital marketing: 34% of the respondents found digital marketing useful or strongly useful, while 45.6% found it less or not useful, Usage of digital marketing: 65.6% of the respondents used digital marketing to buy their needs, Experience with digital marketing: 76.8% of the respondents had made online purchases before, Preference for online purchases: 56.8% of the respondents preferred online purchasing, Success of digital marketing: 62.0% of the respondents believed that digital marketing is a successful way to advertise, Increased competition due to digital marketing: 88.8% of the respondents believed that sales competition has increased because of digital marketing, Deception by digital marketing: 32.8% of the respondents had been deceived by digital marketing, Attitude towards using online purchase platforms: 45.2% of the respondents agreed or strongly agreed to use online purchase platforms, while 16.0% disagreed or strongly disagreed, Social media usage for digital marketing: 42.8% of the respondents used Instagram, 29.2% used Facebook, and 21.2% used other platforms, The Findings indicate that digital marketing has a significant impact on customer buying behavior in the Soran Independence Administration area. The majority of the respondents had used digital marketing to buy their needs, and they found it useful.…”