Analytic Hierarchy Process to Evaluate Corporate Image, Trust, and Switching Cost of GSM Operators: A Case of Kurdistan Region of Iraq
DOI:
https://doi.org/10.23918/ijsses.v5i2p241Keywords:
AHP, Trust, Corporate Image, Switching Cost, Telecommunciation ServiceAbstract
Aim of the research is to select best GSM service provider in Kurdistan Region of Iraq. For this purpose, 515 data from GSM service users have been collected via a survey questionnaire, which contains trust, corporate image, and switching cost impacts on customers’ satisfaction. The results were evaluated initially by AMOS 23 and according to these results, the importance of each dimension have been determined. Secondly, the importance levels of the dimensions were evaluated through analytic hierarchy process to understand the best brand in the market. Finally, the managerial impacts of the study were defined for the market.
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