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

Farouk Saleh, Ahmed Al-Marzouqi

Abstract


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.

Full Text: PDF DOI: 10.5539/ijms.v6n1p140

Creative Commons License
This work is licensed under a Creative Commons Attribution 3.0 License.

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

Copyright © Canadian Center of Science and Education

To make sure that you can receive messages from us, please add the 'ccsenet.org' domain to your e-mail 'safe list'. If you do not receive e-mail in your 'inbox', check your 'bulk mail' or 'junk mail' folders.