Servqual : a multi dimensional scale for perceptual measure of service quality in the mobile telecommunication industry

Abstract

This study broadly measures the customer's service quality perception toward different mobile service companies. SERVQUAL model with additional two dimensions Competitive Advantage and Network Quality was used as an instrument in the study. Factor Analysis along with MANOVA was used for analysis. Primary data was collected through the distribution of questionnaires to respondents in the working capital region of Uttarakhand, Dehradun. Results from Factor analysis explains that there is a significant difference in customer's perception for overall service quality of different mobile service companies. There was a significant MANOVA effect confirming difference in perception & level of understanding about service quality dimensions among the subscribers.