Assessment of Service Quality in Telecommunications: A Study of Customer Satisfaction in Service Centers in Benghazi, Libya

الملخص

The study considers the quality of service of Al-Madar, a large telecom supplier in Libya, using five dimensions of the SERVQUAL model’: tangibles, reliability, responsiveness, assurance and empathy. Data was collected from customers at the Service Center in Benghazi, with additional analysis, the effect of demographic factors such as gender, age, education, monthly income was examined, and frequency was visited on perceptions of service. Conclusions suggest that the strongest performance of Al-Mader is inherent in assurance, reliability and tangibles, indicating high customer safety, service stability and quality of the physical facilities of employees. Older customers and people with basic education reported high levels of satisfaction, especially in assurance and tangibles However, responsiveness and empathy scored less, suggesting opportunities for the speed of service and improvement in personal interactions. These results are in line with previous studies, which emphasize the importance of professionalism, reliability and service environment to promote customers' satisfaction and loyalty. The study has recommended training of employees who are targeted to increase responsiveness and empathy along with further investments in digital service quality to meet customer expectations.