Conceptualisation of customer experience: the case of mobile telecoms services in Morocco
by Ikrame Belabbes; Mourad Oubrich; Fabio Fiano; Beatrice Orlando; Demetris Vrontis
International Journal of Managerial and Financial Accounting (IJMFA), Vol. 12, No. 1, 2020

Abstract: The mobile telecommunications industry in Morocco has undergone rapid evolution supported by globalisation and liberalisation. Mobile operators have embraced customer experience as a way to achieve sustainable competitive advantages. The purpose of this paper is to identify and analyse the drivers of customer experience as described by users in their own words. Our study explores a new conceptual approach for customer experience based on a literature review aiming to define the concept, identify the relevant dimensions and give insight into the most common methods of measurement. The research design consists of a qualitative study based on interviews and discussion with experts and practitioners and supported by focus groups conducted within mobile telecoms services' users in Morocco. The findings suggest that the most relevant determinants of customer experience in the Moroccan mobile telecoms market are the brand image, the pricing, the customer relation, the promotion and the usage tracking.

Online publication date: Thu, 30-Apr-2020

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Managerial and Financial Accounting (IJMFA):
Login with your Inderscience username and password:

    Username:        Password:         

Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email