Intangibles of Service Quality - The Neglected (Soft) Domain: Jordan Telecom as a Case Study

International Journal of Applied Marketing (ISSN: 1742-2612) Volume 2 Issue 1

Yahya melhem and Abed Karasneh


This article addresses the growing importance of customer care and total service quality dimensions to overall marketing performance. It reviews theory and literature on the subject, attempts to define the tangible and intangible aspects of service quality in call centres in Jordan Telecom, one of the major telecommunication organizations in Jordan.

Employees as well as managers try to maintain productivity and service delivery level at the cost of quality because of the visible and quantifiable nature of the call centres as a service provider. To effectively compete in the global marketplace, organisations must work constantly in improving the service quality they provide for the overarching purpose of creating and maintaining customer satisfaction. Hence, this paper focuses on the intangible aspects of service quality that have been neglected in evaluating the effectiveness of the total service provided to customers, and focuses on employee empowerment, moving away from the traditional production-line approach. This research study employed in-depth interviews with managers and frontline service employees, and observation. The findings identified the significance of a more comprehensive approach addressing the frontline employee’s responsiveness and adaptability to meet a customer’s needs and satisfaction, with implications for managers.

Keywords: Service quality, Jordan, Arab context, production-line approach, empowerment, tangible and intangibles of service quality, call centres

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