The effect of cognitive dissonance on customer experience quality: A survey study at Zain Telecommunications Company in Baghdad

Kadhem Hussin, Rounaq; Falah Wared, Hussein; Raad, Tabaerk

doi:10.33916/qjae.2026.017995

	The effect of cognitive dissonance on customer experience quality: A survey study at Zain Telecommunications Company in Baghdad
AL-Qadisiyah Journal For Administrative and Economic sciences
Volume 28, Issue 1, April 2026, Pages 79-95 PDF (582.33 K)
Document Type: Research Paper
DOI: 10.33916/qjae.2026.017995
Authors
Rounaq Kadhem Hussin; Hussein Falah Wared; tabaerk raad
Al-Qadisiyah of University
Abstract
This research aims to determine the impact of cognitive dissonance on customer experience quality. Cognitive dissonance is a crucial aspect for companies striving for high quality. A state of cognitive dissonance can contribute to a decline in customer experience quality because it affects the customer's evaluation of all stages of the experience, from initial impression to post-use. A sample of 120 managers and marketers was used for the research. A structured questionnaire was used as the primary data collection tool. The collected data was statistically analyzed using descriptive statistical analysis and path analysis, while the formulated hypotheses were tested using Spearman's rank correlation. The research results showed that cognitive dissonance has a positive impact on customer experience quality. The research concluded with several recommendations, the most important of which is that Zain Telecommunications Company in Baghdad should support its current cognitive dissonance approach across its three dimensions to keep pace with rapid and significant developments. Companies need to adopt a cognitive dissonance theory to achieve excellence.
Keywords
cognitive dissonance; customer experience quality

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