Exploration of Customers’ Expectation of, and Perception of the Service they Receive from Mobile Phone Providers
purpose of this paper is to explore customers’ expectation of and perception of
the service they receive from mobile phone providers and to identify service
quality gaps as experienced by customers in the mobile telecommunications
industry in Ireland.
nine modified dimensions of SERVQUAL, namely tangibles, reliability,
responsiveness, assurance, empathy, network aspect, convenience, loyalty and
pricing were used in this research work to measure customers’ expectations and
perceptions from mobile providers. This was done by using the entire households
in Esker woods, Lucan, County Dublin, Ireland, meaning that there was no
sampling but rather the whole population of 128 households served as
respondents. The researcher therefore employed census method.
overall service quality as perceived by customers in Ireland was above average
with 56.09% of the respondents while 22.67% were dissatisfied leaving 21.24% of
respondents undecided. This was based on the nine SERVQUAL dimensions. The
research findings revealed that though more than half of the respondents were
satisfied with services they received; it’s very interesting to note that most
of these respondents were satisfied with services received under six
dimensions. These were tangibles, reliability, responsiveness, assurance,
empathy and convenience. On the other hand, a very high percentage of
respondents judging from individual dimensions of loyalty, network aspect and pricing
were dissatisfied with the perceived service quality. The highest service
quality gap was reported with the added dimension of loyalty, network aspect
and pricing while the lowest service quality gap was reported with tangibles.
Practical Implications- Data
representing customers expectations and perceptions with mobile providers in
delivering quality have been used to identify in terms of quality gaps areas
that need improvement. Mobile phone providers in Ireland should focus on
providing superior network services and affordable prices to customers.
should be noted that since most quality features in the SERVQUAL scale have
relationship with customer handling, the researcher has incorporated and
investigated further the added four dimensions of network aspect, service
convenience, loyalty and pricing for their contribution to the overall service
quality of mobile providers.
quality, customer satisfaction, customer loyalty, SERVQUAL, Mobile phone
providers in Ireland
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