The impact of service quality and fair price on customer satisfaction with the mediating role of corporate image (Reviewing and comparing the activities of mobile operators in the international arena)

The purpose of this study was to investigate the effect of service quality variables and perceived fair price on customer satisfaction directly and indirectly through the company image. Based on theoretical and empirical background, the conceptual model of the research is formulated in four hypotheses. The statistical population is the users of the Irancell Company in Iran and Turkcell in Turkey, the sample was selected among them by simple random method. The sample size is 315 for Irancell Company and 295 for Turkcell Company. The data gathering tool was an electronic questionnaire and its content validity was confirmed by CVI and CVR methods. Also, its reliability was confirmed by Cronbach's alpha coefficient. SPSS and Smart PLS software were used to analyze the data. The results of the research showed that the quality of perceived service has a positive and significant effect on customer satisfaction either directly or indirectly and through the image of the company. The results also showed that fair price perception directly and positively affects customer satisfaction, but its indirect effect was not confirmed by the mediating role of the company's image. Finally, using T-test two independent samples, the average customer satisfaction was compared with Irancell's operators in Iran and Turkcell in Turkey. The results show that there is no significant difference in customer satisfaction with the services of these companies.