AL-Qadisiyah Journal For Administrative and Economic sciences

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

Document Type : Research Paper

Authors

Rounaq Kadhem Hussin
Hussein Falah Wared
tabaerk raad

Al-Qadisiyah of University

https://doi.org/10.33916/qjae.2026.017995
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
Crossmark
AL-Qadisiyah Journal For Administrative and Economic sciences
Volume 28, Issue 1
Spring 2026
Pages 79-95

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