Consumers’ Perceptions and Expectations of Mobile Services Quality Provided by the Mobile Companies in Jordan

The main objective of the study is to measure university students’ perceptions and expectations of the quality of services provided by the mobile companies in Jordan. The minor objectives are: to assess students’ perceptions and expectations of overall mobile services performance, to assess the mobile services perceived and expected qualities along each of the five SERVQUAL dimensions, and to examine the variation in perceptions and expectations among students. In accordance with the purpose and objectives of the study the survey approach was applied using the SURVQUAL measure. A sample of students was drawn from four Jordanian representative universities. Data were collected by a self-developed questionnaire based on literature; T-test, Pearson Correlation, one-way ANOVA, and Multiple Regression were used in the analysis. Hypotheses were formed and tested with regards to some demographic variables, and findings of the study were as follows: University students were positive in their perceptions and expectations of mobile services. University students were satisfied with the services received. No significant differences between the mobile companies in the quality of services were found. Also, no significant differences in perceptions and expectations of services quality between students were found in terms of demographic variables, except in age which was found to be a significant factor in the variations of perceptions. Keywords: