Chapter Four

Methodology

1
Methodology
This chapter describes the methodology that was used in this research. The
adopted methodology to accomplish this study uses the following
techniques: the information about the research design, research population,
questionnaire design, statistical data analysis and content validity.

Data Collection Methodology:

In order to collect the needed data for this research, we use the secondary
resources in collecting data such as books, journals, statistics and web pages,
in addition to preliminary resources that not available in secondary resources
through distribute questionnaires on study population in order to get their
opinions about the impact of product factors on customer satisfaction-
empirical study implemented on the Palestinian company of cellular
communication (JAWWAL) in Islamic University. Research methodology
depend on the analysis of data on the use of descriptive analysis, which
depends on the poll and use the main program (SPSS).

Population and sample size:

The population will include 69 students of Islamic university of Gaza

Data Measurement
In order to be able to select the appropriate method of analysis, the level of
measurement must be understood. For each type of measurement, there
is/are an appropriate method/s that can be applied and not others. In this
research, ordinal scales were used. Ordinal scale is a ranking or a rating data
that normally uses integers in ascending or descending order. The numbers
assigned to the important (1, 2, 3, 4, 5) do not indicate that the interval

2
between scales are equal, nor do they indicate absolute quantities. They are
merely numerical labels. Based on Likert scale we have the following:

Strongly Strongly
Item Agree Neutral Disagree
agree disagree
Scale 5 4 3 2 1

Test of normality
The One-Sample Kolmogorov-Smirnov test procedure compares the
observed cumulative distribution function for a variable with a specified
theoretical distribution, which may be normal, uniform, Poisson, or
exponential. The Kolmogorov-Smirnov Z is computed from the largest
difference (in absolute value) between the observed and theoretical
cumulative distribution functions. This goodness-of-fit test tests whether the
observations could reasonably have come from the specified distribution.
Many parametric tests require normally distributed variables. The one-
sample Kolmogorov-Smirnov test can be used to test that a variable of
interest is normally distributed (Henry, C. and Thode, Jr., 2002).

Table (4.1) shows the results for Kolmogorov-Smirnov test of normality.

From Table (4.1), the p-value for each variable is greater than 0.05 level of
significance, then the distributions for these variables are normally
distributed. Consequently, parametric tests should be used to perform the
statistical data analysis.

Table (4.1) Kolmogorov-Smirnov test

3
 Kolmogorov-Smirnov
Field
Statistic P-value
The impact of quality on customer
1.271 0.079
satisfaction
The impact of efficiency on customer
0.963 0.312
satisfaction
The impact of the adequacy on
0.655 0.784
customers' satisfaction
The impact of experience on the
0.773 0.589
customers
The impact of the maintenance
1.173 0.128
services on customer's satisfaction
Consumer's satisfaction 0.743 0.639
All items of the questionnaire 0.596 0.870

Statistical analysis Tools

The researcher used data analysis both qualitative and quantitative data
analysis methods. The Data analysis made utilizing (SPSS 23). The
researchers utilize the following statistical tools:
1)Kolmogorov-Smirnov test of normality.
2)Pearson correlation coefficient for Validity.
3)Cronbach's Alpha for Reliability Statistics.
4)Frequency and descriptive analysis.
5)One-sample T test.

Validity of Questionnaire
Validity refers to the degree to which an instrument measures what it is
supposed to be measuring. Validity has a number of different aspects and
assessment approaches. Statistical validity is used to evaluate instrument
validity, which include internal validity and structure validity.

4
Internal Validity
Internal validity of the questionnaire is the first statistical test that used to
test the validity of the questionnaire. It is measured by a scouting sample,
which consisted of 30 questionnaires through measuring the correlation
coefficients between each item in one field and the whole field.

Table (4.2) clarifies the correlation coefficient for each item of the “The
impact of quality on customer satisfaction “and the total of the field. The p-
values (Sig.) are less than 0.05, so the correlation coefficients of this field
are significant at α = 0.05, so it can be said that the items of this field are
consistent and valid to be measure what it was set for.

Table (4.2): Correlation coefficient of each item of " The impact of

quality on customer satisfaction " and the total of this field
No. Item Pearson P-Value
Correlation (Sig.)
Coefficient
1. Jawwal company provide high
.552 0.000*
quality services
2. The company makes exploratory
studies to find out the customers .655 0.000*
views of the services quality.
3. The company devotes a special
unit for an individual
communication with subscribers .683 0.000*
and knows their views about the
quality of services.
4. The quality provided by Jawwal is
considered the best among its .674 0.000*
competitors.
5. The subscriber cares primarily on
the quality of services provided by .544 0.000*
Jawwal.
6. The subscriber feels that Jawwal .595 0.000*

5
 needs to improve the quality of its
services.
7. The subscriber believes that the
joint of more competitors will
.247 0.020*
increase the quality of services
provided by Jawwal.
8. The quality of the service enhances
the relationship between the .525 0.000*
company and the customers.
* Correlation is significant at the 0.05 level

Table (4.3) clarifies the correlation coefficient for each item of the “The
impact of efficiency on customer satisfaction " and the total of the field. The
p-values (Sig.) are less than 0.05, so the correlation coefficients of this field
are significant at α = 0.05, so it can be said that the items of this field are
consistent and valid to be measure what it was set for.

Table(4.3) : Correlation coefficient of each item of " The impact of

efficiency on customer satisfaction " and the total of this field
No. Item Pearson P-Value
Correlation (Sig.)
Coefficient
1. Jawwal is characterized by its low
.496 0.000*
.cost for its services
2. The company spends more effort to
.595 0.000*
.satisfy its customers
3. The company responds to the
inquiries and complaints of the .756 0.000*
.subscribers as soon as possible
4. The company provides services as
.775 0.000*
.soon as possible
5. The company responds promptly to
subscribers' needs no matter how .801 0.000*
.much the company is buzzy
6. The company gives exact dates when
.771 0.000*
.it provides services

6
7. .Work hours suit all subscribers .574 0.000*
8. The company implements a number
of events in order to maintain long- .506 0.000*
.term relationships with customers
* Correlation is significant at the 0.05 level

Table (4.4) clarifies the correlation coefficient for each item of the “The
impact of the adequacy on customers' satisfaction “and the total of the field.
The p-values (Sig.) are less than 0.05, so the correlation coefficients of this
field are significant at α = 0.05, so it can be said that the items of this field
are consistent and valid to be measure what it was set for.
Table(4.4) : Correlation coefficient of each item of " The impact of the
adequacy on customers' satisfaction "and the total of this field
No. Item Pearson P-Value
Correlation (Sig.)
Coefficient
1. The company aims primarily at
.717 0.000*
. achieving customers' satisfaction
2. The company puts the customer's
interest at the forefront of senior .757 0.000*
. management concerns
3. The company works to build bridges
of trust between employees and the .629 0.000*
.customers
4. The company grantes the permanent
customers additional advantages that
.525 0.000*
distinguish them from ordinary
.customers
5. The consumer feel that Jawwal aims
.732 0.000*
.to build a long-term relationship
6. Jawwal employees are distinguished
.514 0.000*
.by the interaction with subscribers
7. Jawwal company provides public
.600 0.000*
. services for the community
* Correlation is significant at the 0.05 level

7
Table (4.5) clarifies the correlation coefficient for each item of the “The
impact of experience on the customers " and the total of the field. The p-
values (Sig.) are less than 0.05, so the correlation coefficients of this field
are significant at α = 0.05, so it can be said that the items of this field are
consistent and valid to be measure what it was set for.

Table(4.5) : Correlation coefficient of each item of “The impact of

experience on the customers "and the total of this field
No. Item Pearson P-Value
Correlation (Sig.)
Coefficient
1. Service provider appears properly
.582 0.000*
and tidily.
2. The employee deals with customers
.732 0.000*
with respect and good manners.
3. You put all of your trust in Jawwal
.752 0.000*
service provider.
4. The subscriber feels that the service
provider has sufficient experience to .709 0.000*
answer all questions.
5. The subscriber feels comfortable
when he deals with the company .676 0.000*
employee.
6. The company employee has the
ability to deal with all types of .531 0.000*
subscribers.
7. The company provides a special
treatment for each subscriber (every
subscriber has a personal treatment .673 0.000*
as if he is the only subscriber for the
company).
8. The company cares about the views ,
suggestions and preferences of
.633 0.000*
subscribers in providing new
services

8
9. Jawwal uses many promotion and
.398 0.000*
persuasion means, such as Facebook.
10. The company employee finds
balance between the serious deal and .479 0.000*
the friendly one.
* Correlation is significant at the 0.05 level

Table (4.6) clarifies the correlation coefficient for each item of the “The
impact of the maintenance services on customer's satisfaction “and the total
of the field. The p-values (Sig.) are less than 0.05, so the correlation
coefficients of this field are significant at α = 0.05, so it can be said that the
items of this field are consistent and valid to be measure what it was set for.

Table(4.6) : Correlation coefficient of each item of " The impact of the

maintenance services on customer's satisfaction "and the total of this field
No. Item Pearson P-Value
Correlation (Sig.)
Coefficient
1. Jawwal company provides services
.656 0.000*
.appropriately with no errors
2. Jawwal uses modern equipment and
.563 0.000*
.tools to provide services
3. When you face a problem, the
company shows special attention to .718 0.000*
.solve it
4. Providing maintenance services
.506 0.000*
.centers cover all areas of subscribers
5. The company offers subscribers the
ability to request or activate or
.475 0.000*
cancel the required services
.electronically
6. I feel that the speed of maintaining
.689 0.000*
.errors is suitable for the subscribers
7. The maintenance deals tactfully with
.705 0.000*
.the subscribers

9
* Correlation is significant at the 0.05 level

Table (4.7) clarifies the correlation coefficient for each item of the
“Consumer’s satisfaction “and the total of the field. The p-values (Sig.) are
less than 0.05, so the correlation coefficients of this field are significant at α
= 0.05, so it can be said that the items of this field are consistent and valid to
be measure what it was set for.

Table(4.7) : Correlation coefficient of each item of “Consumer’s

satisfaction "and the total of this field
No. Item Pearson P-Value
Correlation (Sig.)
Coefficient
1. You feel satisfied with your
.752 0.000*
.subscription to Jawwal company
2. You feel satisfied with all services
.756 0.000*
.provided by Jawwal
3. The degree of your satisfaction may
be improved if Jawwal introduces
.203 0.000*
some adjustments and improvements
.on the quality of services
4. Jawwal communicates you
constantly to inquire about the .643 0.000*
.quality of services
5. You think that the provided services
.693 0.000*
.are beyond your expectations
6. You feel satisfied with the cost of the
.684 0.000*
.services provided by Jawwal
7. Jawwal completes the services and
.698 0.000*
.transactions in the appropriate time
8. You feel satisfied about how the
.596 0.000*
.service provider deals with you
9. Jawwal makes you feel the personal
satisfaction after dealing with the .548 0.000*
.service provider
10. The company always seeks for .651 0.000*

10
 .subscribers' satisfaction
11. You feel satisfied about how
.559 0.000*
.employees deal with subscribers
12. You feel satisfied with the
maintenance services provided by .632 0.000*
.Jawwal
13. Jawwal communicates periodically
with you about the maintenance .670 0.000*
.services
* Correlation is significant at the 0.05 level

Structure Validity of the Questionnaire

Structure validity is the second statistical test that used to test the validity of
the questionnaire structure by testing the validity of each field and the
validity of the whole questionnaire. It measures the correlation coefficient
between one field and all the fields of the questionnaire that have the same
level of liker scale.

Table (4.8) clarifies the correlation coefficient for each field and the whole
questionnaire. The p-values (Sig.) are less than 0.05, so the correlation
coefficients of all the fields are significant at α = 0.05, so it can be said that
the fields are valid to be measured what it was set for to achieve the main
aim of the study.

11
 Table(4.8): Correlation coefficient of each field and the whole of
questionnaire
No. Field Pearson P-Value
Correlation (Sig.)
Coefficient
1. The impact of quality on customer
.713 0.000*
satisfaction
2. The impact of efficiency on
.890 0.000*
customer satisfaction
3. The impact of the adequacy on
.829 0.000*
customers' satisfaction
4. The impact of experience on the
.845 0.000*
customers
5. The impact of the maintenance
.821 0.000*
services on customer's satisfaction
6. Consumer's satisfaction .910 0.000*
* Correlation is significant at the 0.05 level

Reliability of the Research

The reliability of an instrument is the degree of consistency which measures
the attribute; it is supposed to be measuring (George and Mallery, 2006). The
less variation an instrument produces in repeated measurements of an
attribute, the higher its reliability. Reliability can be equated with the
stability, consistency, or dependability of a measuring tool. The test is
repeated to the same sample of people on two occasions and then compares
the scores obtained by computing a reliability coefficient (George and
Mallery, 2006). To insure the reliability of the questionnaire, Cronbach’s
Coefficient Alpha should be applied.

12
Cronbach’s Coefficient Alpha
Cronbach’s alpha (George D. & Mallery P, 2006) is designed as a measure of
internal consistency, that is, do all items within the instrument measure the
same thing? The normal range of Cronbach’s coefficient alpha value
between 0.0 and + 1.0, and the higher values reflects a higher degree of
internal consistency. The Cronbach’s coefficient alpha was calculated for
each field of the questionnaire.

Table (4.9) shows the values of Cronbach's Alpha for each field of the
questionnaire and the entire questionnaire. For the fields, values of
Cronbach's Alpha were in the range from 0.604 and 0.871. This range is
considered high; the result ensures the reliability of each field of the
questionnaire. Cronbach's Alpha equals 0.948 for the entire questionnaire
which indicates an excellent reliability of the entire questionnaire
(George, D. & Mallery P, 2006).

Table(4.9): Cronbach's Alpha for each field of the questionnaire

No Field Cronbach's
. Alpha
1. The impact of quality on customer satisfaction 0.604
2. The impact of efficiency on customer
0.819
satisfaction
3. The impact of the adequacy on customers'
0.770
satisfaction
4. The impact of experience on the customers 0.822
5. The impact of the maintenance services on
0.732
customer's satisfaction
6. Consumer's satisfaction 0.871
All items of the questionnaire 0.948

13
The Thereby, it can be said that the researcher proved that the questionnaire
was valid, reliable, and ready for distribution for the population sample.

14
 Chapter Five

Data Analysis and Discussion

15
Personal Information

Comments:

Table (5.1):Personal Information (N=69)

Personal Information Frequency Percent
Male 55 79.7
Gender
Female 14 20.3
Commerce 11 15.9
Educations 8 11.6
Engineering 24 34.8
Arts 9 13.0
Specialization
IT 2 2.9
Religion Basics 1 1.4
Medicine 3 4.3
Science 11 15.9
First level 9 13.0
Second level 15 21.7
Third level 17 24.6
Level of Study
Fourth level 23 33.3
Fifth Level 4 5.8
Sixth Level 1 1.4

16
Analysis for each field

1.The impact of quality on customer satisfaction

Table (5.2) shows the following results:

The mean of item #7 “The subscriber believes that the joint of more
competitors will increase the quality of services provided by Jawwal” equals
4.43 (88.70%), Test-value = 11.84, and P-value = 0.000 which is smaller
than the level of significance a = 0.05 . The sign of the test is positive, so the
mean of this item is significantly greater than the hypothesized value 3 . We
conclude that the respondents agreed to this item.

The mean of item #2 “The company makes exploratory studies to find

out the customers views of the services quality ” equals 3.06 (61.16%), Test-
value = 0.42, and P-value = 0.337 which is greater than the level of
significance a = 0.05 . Then the mean of this paragraph is insignificantly
different from the hypothesized value 3. We conclude that the respondents
(Do not know, neutral) to this item.

 The mean of the field “The impact of quality on customer

satisfaction” equals 3.70 (73.99%), Test-value = 11.08, and P-value=0.000
which is smaller than the level of significance a = 0.05 . The sign of the test is
positive, so the mean of this field is significantly greater than the
hypothesized value 3. We conclude that the respondents agreed to field of
“The impact of quality on customer satisfaction ".

17
 Comments: 88.7 of Islamic university of Gaza’s students agreed that the
subscriber believes that the joint of more competitors will increase the
quality of services provided by Jawwal, but just 61.16 agreed that The
company makes exploratory studies to find out the customers views of the
services quality.

Table (5.2): Means and Test values for “The impact of quality on
customer satisfaction”

S.D

Proportional mean
Item

P-value (Sig.)
Test value
Mean

Rank
(%)

1. Jawwal company provide high quality

3.43 0.99 68.70 3.64 0.000* 5
services
2. The company makes exploratory
studies to find out the customers 3.06 1.14 61.16 0.42 0.337 8
views of the services quality.
3. The company devotes a special unit
for an individual communication with
3.12 1.11 62.35 0.87 0.193 7
subscribers and knows their views
about the quality of services.
4. The quality provided by Jawwal is
considered the best among its 3.21 1.30 64.18 1.32 0.096 6
competitors.
5. The subscriber cares primarily on the
quality of services provided by 4.04 0.91 80.87 9.48 0.000* 4
Jawwal.
6. The subscriber feels that Jawwal 4.16 0.91 83.28 10.42 0.000* 2

18
 needs to improve the quality of its
services.
7. The subscriber believes that the joint
of more competitors will increase the
4.43 1.01 88.70 11.84 0.000* 1
quality of services provided by
Jawwal .
8. The quality of the service enhances
the relationship between the company 4.14 0.86 82.90 11.03 0.000* 3
and the customers .
All items of the field 3.70 0.52 73.99 11.08 0.000*
* The mean is significantly different from 3

2. The impact of efficiency on customer satisfaction

Table (5.3) shows the following results:

The mean of item #8 “The company implements a number of events
in order to maintain long-term relationships with customers” equals 3.72
(74.49%), Test-value = 5.42 and P-value = 0.000 which is smaller than the
level of significance a = 0.05 . The sign of the test is positive, so the mean of
this item is significantly greater than the hypothesized value 3. We conclude
that the respondents agreed to this item.

The mean of item #1 “Jawwal is characterized by its low cost for its
services” equals 2.41 (48.12%), Test-value = -4.10, and P-value = 0.000
which is smaller than the level of significance a = 0.05 . The sign of the test is
negative, so the mean of this item is significantly smaller than the
hypothesized value 3. We conclude that the respondents disagreed to this
item.

19
  The mean of the field “The impact of efficiency on customer
satisfaction” equals 3.32 (66.48%), Test-value = 3.73, and P-value=0.000
which is smaller than the level of significance a = 0.05 . The sign of the test is
positive, so the mean of this field is significantly greater than the
hypothesized value 3. We conclude that the respondents agreed to field of
“The impact of efficiency on customer satisfaction ".

Comments: 74.49 of Islamic university of Gaza’s students agreed that

the company implements a number of events in order to maintain long-term
relationships with customers, but just 48.12 agreed that Jawwal is
characterized by its low cost for its services.

Table (5.3): Means and Test values for “The impact of efficiency on
customer satisfaction”
S.D

Proportional mean

Item
P-value (Sig.)
Test value
Mean

Rank
(%)

1. Jawwal is characterized by its low 2.4

1.20 48.12 -4.10 0.000* 8
cost for its services. 1
2. The company spends more effort to 3.0
1.08 61.45 0.56 0.289 7
satisfy its customers. 7
3. The company responds to the
3.5
inquiries and complaints of the 1.08 71.47 4.37 0.000* 4
7
subscribers as soon as possible.
4. The company provide services as 3.6 1.13 72.06 4.38 0.000* 2

20
 soon as possible. 0
5. The company responds promptly to
3.1
subscribers' needs no matter how 1.12 63.82 1.40 0.083 6
9
much the company is buzzy.
6. The company gives exact dates when 3.5
1.10 71.88 4.48 0.000* 3
it provides services. 9
7. 3.4
Work hours suit all subscribers. 0.94 68.82 3.88 0.000* 5
4
8. The company implements a number
3.7
of events in order to maintain long- 1.11 74.49 5.42 0.000* 1
2
term relationships with customers.
3.3
0.72 66.48 3.73 0.000*
All items of the field 2
* The mean is significantly different from 3

3. The impact of the adequacy on customers' satisfaction

Table (5.4) shows the following results:

The mean of item #6 “Jawwal employees are distinguished by the

interaction with subscribers” equals 3.67 (73.43%), Test-value = 6.03, and P-
value = 0.000 which is smaller than the level of significance a = 0.05 . The
sign of the test is positive, so the mean of this item is significantly greater
than the hypothesized value 3. We conclude that the respondents agreed to
this item.

The mean of item #2 “The company puts the customer's interest at the
forefront of senior management concerns” equals 3.01 (60.29%), Test-value
= 0.11, and P-value = 0.458 which is greater than the level of significance
a = 0.05 . Then the mean of this paragraph is insignificantly different from

21
 the hypothesized value 3. We conclude that the respondents (Do not know,
neutral) to this item.

 The mean of the field “The impact of the adequacy on customers'

satisfaction” equals 3.35 (66.96%), Test-value = 4.23, and P-value=0.000
which is smaller than the level of significance a = 0.05 . The sign of the test is
positive, so the mean of this field is significantly greater than the
hypothesized value 3. We conclude that the respondents agreed to field of
“The impact of the adequacy on customers' satisfaction ".

Comments: 73.43 of Islamic university of Gaza’s students agreed that

Jawwal employees are distinguished by the interaction with subscribers, but
just 60.29 agreed that the company puts the customer's interest at the
forefront of senior management concerns.

Table (5.4): Means and Test values for “The impact of the adequacy on
customers' satisfaction”
S.D

Proportional mean

Item
P-value (Sig.)
Test value
Mean

Rank
(%)

1. The company aims primarily at

3.43 1.24 68.70 2.91 0.002* 2
achieving customers' satisfaction.
2. The company puts the customer's 3.01 1.13 60.29 0.11 0.458 7
interest at the forefront of senior

22
 management concerns.
3. The company works to build bridges
of trust between employees and the 3.35 1.00 66.96 2.90 0.003* 4
customers.
4. The company grants the permanent
customers additional advantages that
3.33 1.06 66.57 2.53 0.007* 5
distinguish them from ordinary
customers.
5. The consumer feels that Jawwal
aims to build a long-term 3.28 1.01 65.59 2.29 0.013* 6
relationship.
6. Jawwal employees are distinguished
3.67 0.91 73.43 6.03 0.000* 1
by the interaction with subscribers.
7. Jawwal company provides public
3.39 1.09 67.83 2.99 0.002* 3
services for the community.
All items of the field 3.35 0.68 66.96 4.23 0.000*
* The mean is significantly different from 3

4. The impact of experience on the customers

Table (5.5) shows the following results:

The mean of item #1 “Service provider appears properly and tidily”

equals 4.43 (88.70%), Test-value = 17.66, and P-value = 0.000 which is
smaller than the level of significance a = 0.05 . The sign of the test is positive,
so the mean of this item is significantly greater than the hypothesized value
3. We conclude that the respondents agreed to this item.

The mean of item #7 “The company provides a special treatment for

each subscriber (every subscriber has a personal treatment as if he is the only
subscriber for the company)” equals 3.19 (63.77%), Test-value = 1.48, and
P-value = 0.072 which is greater than the level of significance a = 0.05 . Then

23
 the mean of this paragraph is insignificantly different from the hypothesized
value 3. We conclude that the respondents (Do not know, neutral) to this
item.

 The mean of the field “The impact of experience on the customers”

equals 3.77 (75.47%), Test-value = 11.24, and P-value=0.000 which is
smaller than the level of significance a = 0.05 . The sign of the test is positive,
so the mean of this field is significantly greater than the hypothesized value
3. We conclude that the respondents agreed to field of “The impact of
experience on the customers ".

Comments: 88.70 of Islamic university of Gaza’s students agreed that

service provider appears properly and tidily, but just 63.77 agreed that the
company provides a special treatment for each subscriber (every subscriber
has a personal treatment as if he is the only subscriber for the company).

Table (5.5): Means and Test values for “The impact of experience on the
customers”
S.D

Proportional mean

Item
P-value (Sig.)
Test value
Mean

Rank
(%)

1. Service provider appears properly

4.43 0.67 88.70 17.66 0.000* 1
and tidily.

24
2. The employee deals with customers
4.36 0.73 87.25 15.57 0.000* 2
with respect and good manners.
3. You put all of your trust in Jawwal
3.57 1.03 71.47 4.61 0.000* 7
service provider.
4. The subscriber feels that the service
provider has sufficient experience to 3.74 0.90 74.78 6.81 0.000* 6
answer all questions.
5. The subscriber feels comfortable
when he deals with the company 3.80 0.93 75.94 7.10 0.000* 4
employee.
6. The company employee has the
ability to deal with all types of 3.56 1.00 71.18 4.62 0.000* 8
subscribers.
7. The company provides a special
treatment for each subscriber (every
subscriber has a personal treatment 3.19 1.06 63.77 1.48 0.072 10
as if he is the only subscriber for the
company).
8. The company cares about the views ,
suggestions and preferences of
3.31 1.08 66.18 2.35 0.011* 9
subscribers in providing new
services
9. Jawwal uses many promotion and
3.99 1.06 79.71 7.68 0.000* 3
persuasion means, such as Facebook.
10. The company employee finds
balance between the serious deal and 3.77 0.86 75.36 7.42 0.000* 5
the friendly one.
All items of the field 3.77 0.57 75.47 11.24 0.000*
* The mean is significantly different from 3

5. The impact of the maintenance services on customer's satisfaction

Table (5.6) shows the following results:

The mean of item #7 “The maintenance deals tactfully with the

subscribers” equals 3.94 (78.84%), Test-value = 8.21, and P-value = 0.000

25
which is smaller than the level of significance a = 0.05 . The sign of the test is
positive, so the mean of this item is significantly greater than the
hypothesized value 3. We conclude that the respondents agreed to this item.

The mean of item #3 “When you face a problem, the company shows
special attention to solve it” equals 3.48 (69.57%), Test-value = 3.94, and P-
value = 0.000 which is smaller than the level of significance a = 0.05 . The
sign of the test is positive, so the mean of this item is significantly greater
than the hypothesized value 3. We conclude that the respondents agreed to
this item.

 The mean of the field “The impact of the maintenance services on

customer's satisfaction” equals 3.63 (72.53%), Test-value = 8.51, and P-
value=0.000 which is smaller than the level of significance a = 0.05 . The sign
of the test is positive, so the mean of this field is significantly greater than
the hypothesized value 3. We conclude that the respondents agreed to field
of “The impact of the maintenance services on customer's satisfaction ".

Comments: 78.84 of Islamic university of Gaza’s students agreed that

the maintenance deals tactfully with the subscribers, but just 69.57 agreed
that When you face a problem, the company shows special attention to solve
it.

Table (5.6): Means and Test values for “The impact of the maintenance
services on customer's satisfaction”

26
 S.D

Proportional mean
Item

P-value (Sig.)
Test value
Mean

Rank
(%)
1. Jawwal company provides services
3.51 1.09 70.14 3.85 0.000* 6
appropriately with no errors.
2. Jawwal uses modern equipment and
3.62 1.07 72.46 4.83 0.000* 3
tools to provide services.
3. When you face a problem, the
company shows special attention to 3.48 1.01 69.57 3.94 0.000* 7
solve it.
4. Providing maintenance services
3.55 0.85 71.01 5.39 0.000* 4
centers cover all areas of subscribers.
5. The company offers subscribers the
ability to request or activate or
3.73 1.01 74.63 5.93 0.000* 2
cancel the required services
electronically.
6. I feel that the speed of maintaining
3.55 0.96 71.01 4.75 0.000* 4
errors is suitable for the subscribers.
7. The maintenance deals tactfully with
3.94 0.95 78.84 8.21 0.000* 1
the subscribers.
All items of the field 3.63 0.61 72.53 8.51 0.000*
* The mean is significantly different from 3

6. Consumer's satisfaction

Table (5.7) shows the following results:

27
 The mean of item #3 “The degree of your satisfaction may be
improved if Jawwal introduces some adjustments and improvements on the
quality of services” equals 4.10 (82.09%), Test-value = 9.46, and P-value =
0.000 which is smaller than the level of significance a = 0.05 . The sign of the
test is positive, so the mean of this item is significantly greater than the
hypothesized value 3. We conclude that the respondents agreed to this item.

The mean of item #6 “You feel satisfied with the cost of the services
provided by Jawwal” equals 2.65 (52.94%), Test-value = -2.20, and P-value
= 0.016 which is smaller than the level of significance a = 0.05 . The sign of
the test is negative, so the mean of this item is significantly smaller than the
hypothesized value 3. We conclude that the respondents disagreed to this
item.

 The mean of the field “Consumer's satisfaction” equals 3.29

(65.79%), Test-value = 3.47, and P-value=0.000 which is smaller than the
level of significance a = 0.05 . The sign of the test is positive, so the mean of
this field is significantly greater than the hypothesized value 3. We conclude
that the respondents agreed to field of “Consumer's satisfaction ".

Comments: 82.09 of Islamic university of Gaza’s students agreed that

the degree of your satisfaction may be improved if Jawwal introduces some
adjustments and improvements on the quality of services, but just 52.94
agreed that you feel satisfied with the cost of the services provided by
Jawwal.

Table (5.7): Means and Test values for “Consumer's satisfaction”

28
 S.D

Proportional mean
Item

P-value (Sig.)
Test value
Mean

Rank
(%)
1. You feel satisfied with your
3.36 1.37 67.25 2.19 0.016* 8
subscription to Jawwal company.
2. You feel satisfied with all services
3.06 1.12 61.16 0.43 0.335 9
provided by Jawwal.
3. The degree of your satisfaction may
be improved if Jawwal introduces
4.10 0.96 82.09 9.46 0.000* 1
some adjustments and improvements
on the quality of services.
4. Jawwal communicates you
constantly to inquire about the 2.93 1.30 58.53 -0.47 0.321 10
quality of services.
5. You think that the provided services
2.72 1.26 54.41 -1.83 0.036* 12
are beyond your expectations.
6. You feel satisfied with the cost of the
2.65 1.32 52.94 -2.20 0.016* 13
services provided by Jawwal.
7. Jawwal completes the services and
3.44 0.98 68.82 3.70 0.000* 5
transactions in the appropriate time.
8. You feel satisfied about how the
3.71 0.95 74.12 6.15 0.000* 2
service provider deals with you.
9. Jawwal makes you feel the personal
satisfaction after dealing with the 3.56 0.92 71.18 5.01 0.000* 4
service provider.
10. The company always seeks for
3.38 0.94 67.54 3.33 0.001* 7
subscribers' satisfaction.
11. You feel satisfied about how
3.57 0.97 71.47 4.89 0.000* 3
employees deal with subscribers.
12. You feel satisfied with the
maintenance services provided by 3.40 0.96 67.94 3.40 0.001* 6
Jawwal.

29
13. Jawwal communicates periodically
with you about the maintenance 2.88 1.19 57.68 -0.81 0.212 11
services.
All items of the field 3.29 0.69 65.79 3.47 0.000*
* The mean is significantly different from 3

Research Hypothesis

There is a significant effect at 0.05 between Customer satisfaction and

product factors:
1. There is a significant effect at 0.05 between Customer satisfaction and
efficiency in dealing with customer.
2. There is a significant effect at 0.05 between Customer satisfaction and
experience in dealing with customer.
3. There is a significant effect at 0.05 between Customer satisfaction and
the quality of goods and services.

30
 4. There is a significant effect at 0.05 between Customer satisfaction and
services maintenance.
5. There is a significant effect at 0.05 between Customer satisfaction and
reliability.

Table (5.8) show the flowing results:

- The Multiple correlation coefficient R =0.823 and R-Square = 0.677. This

means 67.7% of the variation in customer satisfaction by all of the
independent variables together .
- The Analysis of Variance for the regression model. F=26.467, Sig. = 0.000,
so there is a significant relationship between the dependent variable
customer satisfaction and the independent variables " The impact of quality
on customer satisfaction, The impact of efficiency on customer satisfaction,
The impact of the adequacy on customers' satisfaction, The impact of
experience on the customers and The impact of the maintenance services on
customer's satisfaction ".
- In addition, based on the P-value (Sig.), the most significant independent
variable is The impact of efficiency on customer satisfaction, then The
impact of the adequacy on customers' satisfaction, then The impact of the
maintenance services on customer's satisfaction, then The impact of
experience on the customers and The impact of quality on customer
satisfaction.

The regression equation is:

Customer satisfaction = -0.333 + 0.081* (quality) + 0.317* (efficiency) +

0.255* (adequacy) + 0.187* (experience) + 0.194* (maintenance services)

31
 Comments:

Table (5.8):Result of multiple linear regression analysis

R-
Variable B T Sig. R F Sig.
Square
(Constant) -0.333 -0.763 0.449
The impact of quality on
0.081 0.634 0.528
customer satisfaction
The impact of efficiency on
0.317 2.745 0.008*
customer satisfaction
The impact of the adequacy
0.255 2.307 0.024* .823 0.677 26.467 0.000**
on customers' satisfaction
The impact of experience
0.187 1.297 0.199
on the customers
The impact of the
maintenance services on 0.194 1.488 0.142
customer's satisfaction
* The variable is statistically significant at 0.05 level
* * The relationship is statistically significant at 0.05 level

32
The results:
Based on data analysis and findings in previous chapter, the researcher
summarized the results as follows:
Sample demographical characteristics
The statistics show that:
 The majority of responders are males with 79.7% while
20.3% of respondents are females.
 34.8% of respondents are in category of engineering
students.
 33.3% of respondents are in category of fourth level students.

Hypotheses of Correlations and differences:

1. There is a significant effect at 0.05 between Customer satisfaction and
efficiency in dealing with customer.
2. There is a significant effect at 0.05 between Customer satisfaction and
experience in dealing with customer.
3. There is a significant effect at 0.05 between Customer satisfaction and
the quality of goods and services.
4. There is a significant effect at 0.05 between Customer satisfaction and
services maintenance.
5. There is a significant effect at 0.05 between Customer satisfaction and
reliability.

:Conclusion
 In the area of (5.2) the company is caring much about the
subscriber believes that the joint of more competitors will
increase the quality of services provided by Jawwal, and not
giving the same attention to the company makes exploratory
studies to find out the customers views of the services quality.
 In the area of (5.3) the company is caring much about the
company implements a number of events in order to maintain
long-term relationships with customers, and not giving the same

33
 attention to Jawwal is characterized by its low cost for its
services.
 In the area of (5.4) the company is caring much about Jawwal
employees are distinguished by the interaction with subscribers,
and not giving the same attention to the company puts the
customer's interest at the forefront of senior management
concerns.
 In the area of (5.5) the company is caring much about service
provider appears properly and tidily, and not giving the same
attention to the company provides a special treatment for each
subscriber (every subscriber has a personal treatment as if he is
the only subscriber for the company).
 In the area of (5.6) the company is caring much about the
maintenance deals tactfully with the subscribers, and not giving
the same attention to when you face a problem, the company
shows special attention to solve it.
 In the area of (5.7) the company is caring much about the
degree of your satisfaction may be improved if Jawwal
introduces some adjustments and improvements on the quality
of services, and not giving the same attention to you feel
satisfied with the cost of the services provided by Jawwal.

34
The recommendation:
1- The company is very good in the subscriber believes that the joint of
more competitors will increase the quality of services provided by
Jawwal, but it should improve to reach the international level.
2- The company should increase its attention to the company makes
exploratory studies to find out the customers views of the services
quality.
3- The company is very good in the company implements a number of
events in order to maintain long-term relationships with customers,
but it should improve to reach the international level.
4- The company should increase its attention to Jawwal is characterized
by its low cost for its services.
5- The company is very good in Jawwal employees are distinguished by
the interaction with subscribers, but it should improve to reach the
international level.
6- The company should increase its attention to the company puts the
customer's interest at the forefront of senior management concerns.
7- The company is very good in service provider appears properly and
tidily, but it should improve to reach the international level.
8- The company should increase its attention to the company provides a
special treatment for each subscriber (every subscriber has a personal
treatment as if he is the only subscriber for the company).
9- The company is very good in the maintenance deals tactfully with the
subscribers, but it should improve to reach the international -level.
10- The company should increase its attention to when you face a
pr oblem, the company shows special attention to solve it.
11- The company is very good in the degree of your satisfaction
may be improved if Jawwal introduces some adjustments and
improvements on the quality of services, but it should improve to
reach the international -level.

35
12- The company should increase its attention to you feel satisfied
with the cost of the services provided by Jawwal.

36