Service Quality Factors Influencing Omantel Customer Satisfaction in Oman
Mohd Dan Jantan, Hamed Jameel Al Malki, Hamed Jameel Al Malki

Abstract
Omantel has struggled recently to satisfy more customers with service quality. The study aimed at examining the effects of service quality dimensions - Tangibles, Responsiveness, Assurance, Empathy, Reliability, Job Requirements, Rapport, and Job Satisfaction - on Omantel Customer Satisfaction. The sample size comprised 384 customers visiting or contacting Omantel outlets in the capital of Oman Muscat, of whom 328 respondents did the online questionnaire modified from SERVQUAL measurement. Non-probability convenience sampling was used for respondents’ selection. SPSS SEM and AMOS were implemented to analyze the structured questionnaire data. This research findings: (1) Tangibles, Responsiveness, Empathy, and Job Requirements did not positively influence Omantel Customer Satisfaction; (2) there was a weak negative influence of Assurance on Omantel Customer Satisfaction; (3) there was a strong positive influence of Reliability on Omantel Customer Satisfaction; (4) there was a medium positive influence of Rapport as same for Job satisfaction on Omantel Customer Satisfaction.

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