Abstract:

The study aimed at measuring service quality of Saudi Telecommunication Company using SERVPERF scale introduced by Cronin and Taylor (1992), for this purpose, 182 questionnaires were analyzed from both male and female respondents; public employees, private employees and students. The study showed that STC, in general, did not provide good service quality to its customers. The highest factors in service quality were merely related to buildings, equipment, uniform of employees and the suitability of working hours. However, the real service quality matters came least in the study with low level of satisfaction. Such matters as STC employees know our needs, delivery of promises, employees provide customers with unique attention and showed the cooperation of STC when customers encounter problems. In addition, in terms of dissatisfaction, respondents had agreed that STC lacks of consistency and its employees were busy to respond to customers’ demands. Both male and female respondents agreed on their opinions towards service quality of STC. The study also concluded that students were the least satisfied group followed by public employees and private employees along with businessmen came first. Finally, the study included some recommendations and associated policy implications. Key Words: Service Quality, SERVPERF Scale, Saudi Telecommunication Company, STC, Saudi Arabia.

Keywords: