Customer experience in a regulated telecom market from mobile service users perspective

In the last few years there has been increasing interest from scholars and practitioners in the customer experience and its determinants given its importance for the success of organizations and their competitiveness. As customer experience is a context specific concept, the objective of our research is to identify the major variables that build up the customer experience in a regulated environment such as the Moroccan mobile service market. In this paper, we present an overview of the theoretical framework of the customer experience and the regulation paradigms. Then, we shade the light on the Moroccan telecom sector landscape and explain the regulatory mechanisms. We also give insight into the Moroccan mobile market through a documentary study based on reports review and statistical analysis. Finally, our empirical study conducted via a focus group allows us to explore the main determinants of the customer experience within the mobile telecoms industry. Through this study, we find out that there is a significant relationship between the customer experience and the regulatory framework of the Moroccan telecom sector, with the “Quality of service” and the “Affect” being the main determinants of the mobile user's experience.