Factors affecting customer satisfaction with Internet services in Sulaimani Governorate, KRI

The importance of customer satisfaction to commercial enterprises has increased in recent decades. Therefore, the customer satisfaction level is a performance benchmark and a potential criterion for excellence in any organization. This study aims to determine and analyze the factors contributing to customer satisfaction in Sulaimani City – Kurdistan Region Iraq (KRI) and identify the most significant factors customers consider when purchasing an Internet Service Provider. A survey methodology was used to collect primary data from 354 subscribers of Internet service providers. The significance of determinants of customer satisfaction has been evaluated, and their relationship with it has been analyzed using several approaches. In this study, descriptive analysis, Cronbach alpha coefficient, Pearson correlation analysis, Analysis of Variance (ANOVA), and multiple regression analysis were conducted. This research found that the multiple regression model was significant (F-test (5,345) = 104.16), (p-value < .001), (R Squared (R2) = .60). The most potent influences on consumer satisfaction were Internet Quality (IQ), Customer Loyalty (CL), Price Structure (PS), and Customer Support (CS), while Company Trust (CT) was the weakest. A Pearson correlation analysis was performed to analyze the relationship between dependent and independent variables. Finally, a linear correlation exists between the dependent variable (Customer satisfaction) and the independent variables (CS, IQ, CT, PS, and CL). There is the highest correlation between Internet Quality and Company Trust (0.74).