IMPACT OF NON-TECHNICAL DIMENSIONS OF SERVICE QUALITY ON THE SATISFACTION, LOYALTY, AND THE WILLINGNESS TO PAY MORE: A CROSS-NATIONAL RESEARCH ON GSM OPERATORS

Purpose of this study is to test the impact of service quality dimensions on satisfaction, loyalty, and willingness to pay more points of view with special reference to GSM operators’ service quality. Furthermore, researchers compared countries from the satisfaction, loyalty, and willingness to pay more points. However, impact of satisfaction and loyalty on willingness to pay more was also tested in this research cross-nationally. Finally, countries were put in order from the satisfaction and loyalty points of view. To do these, regression analysis and ANOVA were proposed. As a result it was observed that both loyalty and satisfaction effect willingness to pay more in all countries those were included in this research. However, Iraq was the most satisfied country from the GSM service provision point. Georgia and Turkey didn’t have significant difference from the satisfaction point of view. Moreover, Iraq was more loyal to the GSM service companies rather than Turkey and Georgia