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Jordan’s Umniah (77 per cent), Egypt’s Vodafone (76 per cent), Saudi Arabia’s Mobily (73 per cent) and the UAE’s etisalat (52 per cent) beat out their competitors to become the highest scorers in overall customer satisfaction in their own countries in 2007, a survey has revealed.
The study released yesterday by Maktoob Research, a unit of Maktoob.com, shows that all of these except the UAE have, however, fallen from their satisfaction levels of 2006. The previous study had recorded satisfaction ratings of 75, 74 and 70 per cent for Umniah, Vodafone and Mobily, respectively. In the UAE, etisalat did not have a competitor.
As many as 69 per cent of mobile users in Jordan, 63 per cent in Egypt, and 72 per cent each in the UAE and Saudi Arabia might be willing to change their current mobile operators. However, this decision will be based primarily on competitive pricing – the most-cited reason across all four countries.
The Mobile Syndicated Study conducted in November canvassed the opinions of 4,618 cellular subscribers of various nationalities, aged 18 and above, across four countries with 1,009 respondents participating from the UAE, 1,182 from Jordan, 1,264 from Egypt and 1,163 from Saudi Arabia.
“We set out on a similar study in May last year to determine what residents in the Middle East truly felt about the telecom services offered to them,” said Tamara Deprez, Director of Maktoob Research. “While we have covered a few key areas from the previous survey, we have also sought to explore many different areas this time that will prove indispensable in helping telecom operators and mobile companies understand and respond to the needs and concerns of their customers.”
Among the key findings of the November survey are:
“Customers have begun to continuously expect more for less on an ongoing basis,” said Ahmad Al Assad, Regional Research Manager at Maktoob Research.
“They expect many more mobile features, a significant increase in the quality of service accompanied by competitive pricing. In cases where expectations have not been met by operators, customers might very well select the next best telecom company.”
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