An Examination of the Quality of Customer Service at a Public Utility Organization in the GULF Region

Farouk Saleh, Ahmed Al-Marzouqi


The main purpose of this paper is to employ the SERVQUAL model to assemble systematic and objective first
hand data on the quality of customer service at a Public Utility Organization in Dubai, U.A.E known as DEWA.
Study results reveal that DEWA’s customers attached greater importance to tangibles service elements rather
than to service reliability or / to human interaction experiences. Invariably, all DEWA customers reported a
substantial gap between the actual and expected or desired level of service quality. On the other hand, while
most DEWA customers viewed service reliability as an important consideration, the residential customers placed
a higher value on service reliability compared to commercial customers.

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International Journal of Marketing Studies  ISSN 1918-719X(Print) ISSN 1918-7203(Online)

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