This study investigates how customer service management influences customer experience quality at Asia Cell Communications Company in Iraq, focusing on its digital channels. Through both descriptive and inferential analytical approaches, we explored how different aspects of customer service management contribute to overall customer experience. The results show that customers view the company’s customer service management at a moderate to high level (mean score = 3.75, SD = 0.419), and rapid response and quality of communication was rated the highest (mean = 3.80), indicating these are valued by the customers. Other dimensions such as attention to customer needs (mean = 3.75), problem-solving (mean = 3.72), and employee efficiency (mean = 3.70) were significant contributors, though slightly lower. Overall, major findings indicated that customer experience quality is most influenced by the company’s responsiveness, the level of personalization of communication, and reliability of services. Regression analysis further supported this finding by demonstrating that customer service management has a significant positive effect on customer experience quality, accounting for 64.8% of variations (R² = 0.648, p < 0.001). Of the different areas of customer service management, rapid response had the highest effect (β = 0.810), followed by employee efficiency (β = 0.617), quality of communication (β = 0.604), attention to customer needs (β = 0.563), and problem-solving abilities (β = 0.372).

Customer service management, Customer experience (CX) quality, digital marketing plans, Asia cell communications.

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