The Impact of Customer Satisfaction on Customer Purchase Decisions in The Egyptian Telecommunications Industry

Yassin, Mohamed; Abd El Azim, Tarek; Refaie, Noha

doi:10.21608/jces.2024.414678

The Impact of Customer Satisfaction on Customer Purchase Decisions in The Egyptian Telecommunications Industry

نوع المستند : المقالة الأصلية

المؤلفون

¹ Industry Expert at Arab Academy for Science, Technology and Maritime Transport Cairo, Egypt

² Head of Postgraduate Studies Department at College of Management & Technology The Arab Academy for Science, Technology and Maritime Transport

³ Head of Marketing Department at College of Management & Technology The Arab Academy for Science, Technology and Maritime Transport

10.21608/jces.2024.414678

المستخلص

: This research explores the impacts of customer satisfaction on customer purchase decisions within Egypt’s Telecommunications industry. Using a positivist approach and a deductive methodology, data is collected from 405 respondents through a structured questionnaire featuring Likert-scale and multiple-choice questions. Findings reveal that customer satisfaction has a significant impact on customer purchase decisions.

The research reveals that the customer satisfaction has a significant impact on customer purchase decisions. Research also emphasized on the critical impact of both variables on the business performance. Customer satisfaction is defined as the extent to which a brand meets or exceeds customer expectations and is measured using a scale that includes factors like service quality, responsiveness, product reliability, and overall customer experience. In contrast, customer purchase decisions refer to the final choices customers make about buying a product or service, driven by their past interactions with the brand and perceived value. The analysis reveals a strong positive correlation between these two variables.
Findings indicate that customer satisfaction significantly impacts customer purchase decisions, with satisfied customers being more likely to make favourable customer purchase decisions and recommend the brand to others. This relationship is supported by high coefficient values and statistical significance, underscoring the importance for brands to prioritize satisfaction as a key driver of customer purchase decisions. The measurement scales for purchase decisions focus on customers’ likelihood of selecting the brand again and their tendency to advocate for it.
Additionally, the study highlights that enhancing customer satisfaction increases customer lifetime value by boosting retention rates and reducing sensitivity to price changes. Therefore, strategies aimed at improving satisfaction not only strengthen customer purchase decisions but also contribute to long-term business growth and competitive advantage.

الكلمات الرئيسية