The Determinants of Organisations’ Performance in the Algerian Mobile Telecommunications Market

Assessing and improving organisations’ performance is a perpetual concern for managers and a core research topic for management researchers. As a complex and multidimensional construct, performance is evaluated through a various set of indicators, including customer satisfaction and loyalty. In this article, we intend to analyse the determinants of customer satisfaction and loyalty as key metrics of the performance of mobile telecommunications operators in Algeria. Our conceptual model included service quality, competitive service pricing, service innovation, and customer experience as the main explanatory variables of customer satisfaction and loyalty, and was tested on a sample of 420 mobile operators’ customers in Algeria. Following a quantitative approach, we relied on structural equation modelling to analyse the empirical data collected. The results of our analysis show that in the Algerian mobile telecommunications market, customer satisfaction is affected by customer experience, service quality and price, while customer loyalty is only determined by service quality and customer experience. The influential effect of service innovation on both customer satisfaction and customer loyalty has not been supported in this study. By underlying the specificities of the national context, the insights from this study can orient the Algerian mobile operators while shaping their customer relationship management strategies. These insights indicate the critical service aspects that customers are most sensitive to, notably network coverage and responsive support, which are determinant in optimising the overall customer experience.