The impact of value-added services on customer satisfaction in the Middle East: consumer survey

22 November 2022 | Research

Survey report | PPTX and PDF (3 slides); Excel | Mobile Services

"Operators in the Middle East should offer more value-added service choices and enable subscription flexibility to increase customer satisfaction and reduce the intention to churn."


This report uses consumer survey data to analyse the impact of value-added service (VAS) bundles on Net Promoter Scores (NPSs) and consumers’ intention to churn.

Topics analysed

  • The adoption of value-added services that are bundled with mobile plans
  • The role of bundling additional services in customer retention and how new service-based pricing models affect satisfaction KPIs

Survey data coverage

The survey was conducted in association with On Device Research between July and August 2022. The survey groups were chosen to be representative of the mobile-internet-using population in the region. We set quotas on age, gender and geographical spread to that effect. There were 750 respondents per country and 3000 in the region.

Geographical coverage

  • Kuwait
  • Oman
  • Saudi Arabia
  • UAE


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