Impact of Quality of Service on Customer Loyalty: A Critical Study of Cellular Mobile Broadband Sector in Pakistan
Imran Khan,
Alamgir Naushad,
Muhammad Sheharyar
Issue:
Volume 10, Issue 4, December 2022
Pages:
37-57
Received:
17 November 2022
Accepted:
16 January 2023
Published:
14 February 2023
Abstract: Quality of Service (QoS) is the degree to which a service provided by an operator promotes customer satisfaction. In telecommunications sector service quality is a set of specific parameters provided by service providers to their customers, which are necessary for achieving the required functionality of the requested service. In current global competitive telecommunication business market, the quality of a service is being considered as a differentiator for users if service features or price of services of service providers are similar. The potential of growth and scope for telecommunication services in general and mobile broadband services in developing countries like Pakistan is encouraging. The objective of this research work is to analyze the impact of service quality gaps with customer loyalty in the mobile broadband sector of Pakistan. The cellular mobile operators in Pakistan are facing issue of declining customer loyalty and increasing churn rate of customers in search of their expected quality of service. In this research the service quality gaps will be considered as independent variables while customer loyalty as dependent variable. The SERVQUAL model proposed by Parasuraman, Zeithaml and Berry (1988) will be used to probe the effects of five dimensions of service quality viz. tangibility, assurance, responsiveness, reliability, and empathy on consumer loyalty. Data of 200 current LTE broadband consumers using mobile service of four cellular mobile operators of Pakistan (Jazz-PMCL, Ufone-PTML, Zong-CMPak and Telenor) will be collected through structured questionnaires. The response received from end users of broadband services through these questionnaires will be analyzed through SPSS to determine the causal relationship of service quality dimensions and customer loyalty. The results of analysis will depict that the service quality dimensions will have significant and positive impact on customer loyalty.
Abstract: Quality of Service (QoS) is the degree to which a service provided by an operator promotes customer satisfaction. In telecommunications sector service quality is a set of specific parameters provided by service providers to their customers, which are necessary for achieving the required functionality of the requested service. In current global comp...
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