Factors affecting customer behavior in telecommunication industry

Marketing and strategy research has given a lot of importance to the study of product and service quality improvement. This has been widely studied in the literature as an appropriate competitive strategy to ensure customer satisfaction in the marketplace and gain a sustainable competitive advantage. In this paper, first, we have opted for an extensive review of marketing literature, quality of service and consumer satisfaction. Next, we propose to determine the factors that may affect customer satisfaction in the telecommunications industry in Tunisia. Indeed, each organization chooses to succeed in its strategy of satisfying its customers and to prevent the risk of losing them. Our empirical results indicate that most customers are satisfied with the quality of service provided to them, and most customers believe that Tunisie Telecom's service quality is above their expectations. Quality of reception at the counters of Tunisie Telecom's agencies is the key element for the success of the quality improvement project and is the major factor that can strongly influence client satisfaction and behavior. Key Words:Customer Service, Customer Experience, Service Quality, Customer Satisfaction, Telecommmunication Services