Quality of Service in Mobile Telecommunications in Albania – Application of Marketing Strategies

Abstract

The sector of telecommunication services in Albania has undergone enormous changes over the past two decades. The decline in fixed services in number in prices but more importantly the decline in the use and perception of customers and the amazing growth of mobile services were mostly observed in any city in Albania. This paper takes into consideration mobile services and their marketing strategies, as they reach this market and how to fulfill their objectives. The focus of this study in marketing strategies and marketing mix will be specifically the quality of service that is offered by cellular companies in Albania. Also, the strategy applied will be tested if it delivers or better to say the translation in the quality perceived by the customer and their assessment of their respective companies. The study was conducted in the Albanian market in the years 2016-2017. The study will include a representative sample for the Albanian market and measure and compare the quality of services through instruments such as Servqual. In the data analysis it shows that there are statistically significant differences in the quality offered by mobile companies in Albania and the quality perceived by the client, even though the services offered, packages and products are of a more homogeneous nature. The primary data obtained in this study indicate that companies in addition to suitable marketing strategies and benchmarking with other market players should bear in mind the integrated marketing communication and placing customer and values at the center of services offered.