The impact of benchmarking on customer perception in the mobile telecommunication sector Case of Mobilis

Abstract

ABSTRACT This study investigates the impact of benchmarking awareness on customer perception of Mobilis in the Algerian mobile telecommunications sector, and examines how subscribers of competing operators Djezzy and Ooredoo perceive Mobilis from an external standpoint. A quantitative research approach was adopted, and a structured questionnaire was administered to 316 respondents distributed across all regions of Algeria. The data were analyzed using simple linear regression models and descriptive analysis grounded in the Theory of the Central Core, processed through IBM SPSS. The findings reveal that benchmarking awareness is a significant and positive predictor of all five customer perception dimensions: perceived network quality, brand image, value for money, customer experience, and service quality. Additionally, non-Mobilis subscribers hold stable central negative associations toward Mobilis, particularly regarding brand image and network quality srepresenting key strategic gaps that Mobilis must address to improve its competitive positioning.