Effect of Non-Technical Dimensions of Service Quality on “Satisfaction”, “Loyalty”, and “Willingness to Pay More” of the Customers: the Case of Georgian Internet Service Providing Companies

Abstract

The aim of this paper is to measure the effects of non-technical dimensions (Empathy, Responsiveness, Assurance, Reliability, and Tangibles) on “satisfaction”, “loyalty”, and “willingness to pay more” of the internet service consuming customers. In this concept, a survey questionnaire was conducted on the population that utilizes the internet service of any provider. The results were evaluated by regression analysis IBM SPSS 20. It has been observed that Empathy, Responsiveness, and Assurance have significant effect on the satisfaction of the internet service consuming customers and satisfaction has significant effect on the loyalty of the internet service consumers. Finally, customers had willingness to pay more when they are satisfied and loyal, respectively.&nbsp