SERVQUAL Model in Telecommunication Companies - Research Paper Example

SERVQUAL MODEL IN TELECOMMUNICATION COMPANIES Student’s name Code & Course Professor’s name University City Date SERVQUAL Model in Telecommunication Companies Introduction SERVQUAL model has been widely used in most telecommunication industries, in different cultural context given its reliability and validity (Pieore, 2005). Primarily, it is recognised as a significant tool in the service market given the consequent quality assessment (Kelly, 2005). From a customer’s perspective, it is not applicable to separate network quality with affiliated dimension in the industry. Quality of services in the telecommunication industry needs to be examined in a view that facilitates its measurement (Gilmore, 2001). Mobile telecommunication is one of the rapid growing services sector in the market, given their growth in the various markets (Ancarani, 2001). An increased market probability and intense competition questions the quality of services offered by the principal players. Cellular telecommunication service providers are envisaged in their contribution of the nation’s goal focussed at the achievement of fully developed nation status. It is a prerequisite to deliver superior quality service, if not the survival in this industry (Ancarani, 2001). The importance of customer has been highlighted as indispensable in guaranteeing the success of the industry (Gilmore, 2001). Upal advocates that the very importance of customers are the purpose of what business relies upon and rather that different businesses are dependent on them (Upal, 2008). Quality perception is multilateral given its different effects on the user population. The definitions of the consumer satisfaction are in line with the specific transaction with respect to attitudes that are less situational and enduring, as such telecommunications firms may at times find it difficult to adjust to consumer needs (Upal, 2008). In developing quality service in the communications industry, there is a need to investigate the consumer’s expectations and sensitivity. Armed with these outfits the industry’s players can strategically emphasis on the service quality objective and procedures in various markets (McShane, 2012). Nonetheless, the companies are incapacitated to determine variables that affect customer loyalty. Facilitation of programs that maintain customer loyalty has been challenging issues in the telecommunication industry (McShane, 2012). As a fast growing industries in the modern day information society, the dissemination and development of culture parallel the propensity of the interaction and sharing informative knowledge. Industrial growth of the telecommunication market has been propelled by increased competition resulting from deregulation and globalisation (Lidén, 2003). One particular area in the telecommunication industry is the cellular communication. The industry is subjected to transformational change creating exciting opportunities and challenges for the infrastructure and service providers (Wisniewski, 2001). Cellular telecommunication companies value their customers, instrumental to the needs of the company. Hence, most companies are transforming in meeting the demands of the competitive environment. Spackman (2002) asserts that customers are increasingly valuable in realising increased profits, as such driving a customer driven organisation (Spackman, 2002). Objectives The aim of this research is twofold: an incorporation of SERVQUAL model in examining the significant dissimilarities in the five service quality dimensions. This is realised through an evaluation of customer’s expectation with respect to the actual discernment of the cellular telecommunication companies (Gantasala, 2013). Secondly, this retrospect study will focus on the effects of these dimensions on consumer perception regarding the subsequent service delivery (Paulrajan, 2011; Islam, 2012). Thirdly, the study seeks to understand the influence on the customer dimension by communication (Khan, 2010). Tentatively, this study seeks to understand whether the SERVQUAL dimension has a positive impact on general customer satisfaction in Communications industry (Sattari, 2009). Individual examination of this interpretation of satisfaction is used in determining whether satisfaction is conceptualised appropriately as a general effect or as a multifaceted construct. Nevertheless, since service quality is depicted to consist of a number if distinct elements, it is anticipated that customer satisfaction comprises of multidimensional concepts. Based on these ideologies it is hypothesised that customer satisfaction is multifaceted, and each construct has a different impact on different service components. Methodology Journal Article 1 (Upal, 2008) Secondary research was employed in conducting the research of the quality of service of Bangladesh’s call centres. A limited amount of the published content was found in general areas, although they did not assess the quality of the services at call centers. These models were indispensable in guiding the literature of the qualitative approach. Questionnaire formulation The measures were restructured into the local language, Bangla. Multiple items were incorporated in establishing the measurements of reliability and validity of the chosen constructs. In all successive interviews, 12 different telecom providers were used. 80 surveys were completed in total. Out of the total survey, 17 were inappropriate due to biases in the responses. In response, inappropriate data was not included in the research. Due to limited time and resources, only 63 interviews were conducted in Dhaka city. Seven areas were randomly selected namely, Uttara, Dhanmondi, Banani, Mirpur Gualshan and Mohammedpur. Article 2 (Salim, 2011) From the empirical research, a 572 study population was obtained. Modified components of the original 22-items of the model were incorporated in measuring service quality. Rothenberger (2008) contends that the modifications of these aspects from these service setting were recommended for use by the developers of the models. The populations incorporated in the study were cellular users from the various research averaging about 572 customers. A random selection of the participants was used, and their results obtained for a cumulative and quantitative analysis. As a resulted 200 respondents were selected. In this respect, 40.5 percent of the respondents were female, whereas the remaining 59.5 percent were female (Sulek, 2010). Most of the respondents however were young users, since it is assumed that young users contribute a greater degree of the mobile phone users. Article 3 (Ivleu, 2010) A total of 81 males and 119 females respondents were used. Their mean age averaged about 29.6, where 7.4 percent were self-employed, 17 percent were government servants whereas 46 percent worked in the private sector. Majority of the participants were Malaysians accounting to about 54 percent, followed by the Chinese (26 %) and Indian population. The participants were randomly selected on the in order to obtain sufficient data for the research. Cronbach’s alpha methodology was employed in the analysis of the independent variables to determine their consequent reliability. Nunually, affirms that a 0.79 level is acceptable for reliability measure (Nunually, 1978). Alpha ranges are marked between the 1.832 to about 0.929, as such indicating an acceptable reliability level. T –test analysis was conducted on the participants. Article 4 (Islam, 2012) Relative to the SERVQUAL model, it was imperative to develop 20 items pertinent to the research. The dimensions were divided into two parts namely perception and expectation. A Likert scale was integrated into the research. Accordingly, the questionnaires were pretested in counter checking proper length, wording and sequence of the questions. Data collection was conducted from college students studying at Dhaka city in Bangladesh. Before administering the questionnaire, they were asked whether they received any services from the cellular operators, in order to provide a guided approach. Article 5 (Khan, 2010) Instrument development A selection of 22 items of the SERVQUAL under assurance, tangible, responsiveness, empathy and reliability, was modelled to fit the cellular industry in Pakistan. The final methodology contained 28 items, with a five-point Likert scale typified by a range of between strongly agree to disagree strongly. Sample and data collection Five cellular telecommunication companies were randomly selected. All the employees participated in the research. The 800 sample respondents of mobile phone users were used. The surveys were conducted through emails, third party and personal delivery. A total of 650 questionnaires were obtained. Data analysis and findings Article 1 The study outlined the mean perception score and mean expectation score of the various dimensions. Additionally, the responsiveness score is significantly lower than the expectation score having a difference of about -1.9961. Consequently, the discipline perception score is lower that expectation score with a difference of about -1.6899. Article 2 (Salim, 2012) A summary of the findings from article 2 are presented in the table below: Reliability Service Quality Dimension Cronbach’s Alpha Expectations Perception t-statistics Tangibility 0.897 0.929 Customer service counter uses an up to date equipment in serving the consumers such as free WiFI and top-up machines 13.51 Physical organisation of the furniture and equipment offers customers comfort. 14.64 Staff presentation is well-groomed and neat 15.49 Visual appeal of the material and information affiliated to the services 14.24 Reliability 0.848 0.39 Delivery of services as promised by the service provider 7.49 When consumers face cellular affiliated problems, the employees are sympathetic and reassuring 7.34 The services as reliable 7.49 Accurate record keeping of the transactions 7.40 Responsiveness 0.879 0.836 Adequate and reliable presentation of information 5.34 Receiving of prompt services from the associated staff 5.32 The staff is willing to extend their services to the consumers 5.26 The staff does not appear disinterested in responding to the consumer's queries 5.18 Assurance 0.835 0.832 The staff can be trusted 7.31 Consumers are assured of the quality offered 7.45 The customer service is polite 7.45 The service providers are supportive to their employees 7.40 Empathy 0.840 0.855 The staff focuses on individual attention 13.81 The service provider’s staff understand the customer’s need 9.78 Operation of the services is convenient for the customers 10.50 It is evident that the five service quality have been perceived with respect to the service quality dimensions. The research model showcased the establishment of the five factors towards existing relationship between the variables and their factor dimension. An assessment on the discriminate validity represented the degree to which the items have been used in the research are separable. In this regard, it is asserted, therefore, that the validity of 95 percent interval of the various inter-factor is not inclusive of an absolute value of one (Anderson, 1988). The stated correlations are high. Additionally, the interval tests support the validity of the constructs in the research. A reaffirmation by a Chi-square presents the construct are perceived distinctively (Anderson, 1988). Article 3: Gap Analysis With respect to the t-tests, it is evident that the expectations existing between perception and expectations rated by the respondents on all the five qualities that was delivered by the TSP indicator showcased a gap of about (p Read More