Satisfaction And Mobile Bahrtien

International Journal of Marketing Studies; Vol. 4, No. 6; 2012
ISSN 1918-719X E-ISSN 1918-7203
Published by Canadian Center of Science and Education

Customer Satisfaction in the Mobile Telecom Industry in Bahrain:
Antecedents and Consequences
Mohammed M. Almossawi1
1

Department of Management & Marketing, College of Business Administration, University of Bahrain, Sakheer,
Kingdom of Bahrain
Correspondence: Mohammed Almossawi, College of Business Administration, Department of Management &
Marketing, P O Box 32038, University of Bahrain, Sakheer, Kingdom of Bahrain. E-mail: [e-mail] Received: September 22, 2012 doi:10.5539/ijms.v4n6p139 Accepted: November 2, 2012

Online Published: November 8, 2012

URL: http://dx.doi.org/10.5539/ijms.v4n6p139

Abstract
This study sheds some light on the importance and consequences of satisfaction in the competitive telecom industry in Bahrain. The factors related to payments and savings (such as offers, rents, charges) are the most significant in determining satisfaction, retention, and likelihood of switching from one mobile provider to another. Conversely, intercommunication factors (such as customer service, friendly employees, user-friendly websites) were found to be the least significant. A significant positive relationship was found between satisfaction and retention while a poor association was noticed between satisfaction/retention and loyalty.
Keywords: customer satisfaction, customer retention, customer loyalty, switching determinants
1. Introduction
The mobile telecommunications market in Bahrain is a competitive one, dominated by three companies: Batelco,
Zain, and Viva. Batelco founded in 1981, was the only provider of mobile services in Bahrain until 2002 when
Bahrain opened up its telecommunications market in response to one of the requirements of the World Trade
Organization (WTO). In 2002, the Telecommunications Regulatory Authority (TRA) was established by the government of Bahrain. Among its major

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