Thesis (MBA) - Cyprus International University. Institute of Graduate Studies and Research Business Administration Department

Includes bibliography (sheets 49-54)

ABSTRACT The emergence of the telecommunications industry as a fundamentally important component of the global economy has coincided with the ongoing scholarly debates in business administration and management regarding the relationship between perceived service quality (PSQ), brand image, and customer satisfaction. While these debates have existed long before the internet age, telecoms service providers face unique challenges today that allow for the exploration of the relationship between these variables from the telecoms industry's perspective. PSQ, brand image, and customer satisfaction are three important concepts for service providers due to the competitive nature of the telecommunications market. The unique challenges of the telecommunications market compel service providers to pay close attention to customer needs. Libyana mobile company is a successful telecommunication service provider that dominates the Libyan telecoms market today. Since its founding in 2004, the company has expanded rapidly and currently boasts the largest share of the Libyan market. This remarkable achievement within a relatively short span of time underlines the company's attention to its customers' perceptions of its service quality, their satisfaction with the company's services, as well as the company's brand image. Taken together, these qualities create good customer values for the company and as a consequence, enable the company to retain its competitive edge in the Libyan telecoms market. This thesis investigates the relationship between PSQ, brand image, and customer satisfaction. Essentially contributing to the debate on the interaction between these variables, it examines their relationship by analyzing Libyana mobile company as its case study and identifies how the interaction between these three important variables have launched the company to its current status as a leader in the market. The thesis proposes that theoretically, brand image serves as a mediating factor between PSQ and customer satisfaction. By employing statistical analysis using the SPSS software as well as Exploratory Factor analysis and ANOVA test, these hypotheses are thoroughly investigated.