An-Najah Staff

Economy has shifted from a product oriented market to a service driven one. For that, this master thesis seeks to assess and analyze current service systems of telecom industry in Palestine. The study aims to explore a framework for new service development process, which is suitable for telecom industry in Palestine. The problem statement of this study is related to how to define, design, and deliver new services that sustain competitive advantage for the company. The thesis includes mixed approaches of research; unstructured interviews and practitioner observation were the research tools to evaluate current service systems of telecom industry in Palestine. The researcher selected the SERVQUAL scale for customer perception analysis. The final tool was semi structured interviews with telecom experts from Palestine to learn from their experience as a Prospective Service Development Analysis. After analyzing the data, it was found that the Palestinian companies have in-house developed service systems. However, these systems are still immature, and customer perception analysis showed a significant difference (negative gaps) between actual perceived services and customer expectation. This is due to high expectation of customers against low level of perceived telecom services. As a result, it was possible to develop a framework for new service development process suitable for telecom industry in Palestine that considers environmental space of telecom market in Palestine.