• #0 (no title)
  • #0 (no title)
  • About
  • Facebook
  • Twitter
  • RSS
(As ISO 9001:2015 Certified Publications)
    • Quick Search
    • Advanced Search
  • Home
  • Editorial Policy
  • Author Guidelines
  • Submission
  • Copyright Form
  • Career
  • Contact us
  • Subscription

Back to Journal

Home»Articles»Service Quality and Customer Loyalty: A Study in Telecom Sector

JournalCover

Asian Review of Social Sciences (ARSS)

Editor Dr. Lakshmi Narayanan
Print ISSN : 2249 – 6319
Frequency : Quarterly

Service Quality and Customer Loyalty: A Study in Telecom Sector

Author : Mubashir Majid Baba and Ruku Majeed
Volume 7 No.1 January-June 2018 pp 60-66

Abstract

The objective of this paper is to study the impact of service quality gaps with customer loyalty in the Indian telecom sector. Service quality gaps has been considered as independent variable whereas customer loyalty was considered as dependent variable. Five antecedents of service quality gaps have been considered in this study viz. reliabilty, assurance, tangibility, empathy and responsiveness based on SERVQUAL model as given by Parsuraman, Zeithaml and Berry(1988). A survey-based exploratory and causal research design was used. A 27 items instrument was generated comprising of 22 items for the five antecedents of independent variables on the basis of the work of Parsuraman, Zeithaml and Berry(1988), and 5 items for customer loyalty on the basis of the work of Kaur and Soch (2012). The data was collected from 163 customers using mobile service of two telecom operators of J&K (BSNL and Airtel) through structured questionnaires. Cronbach’s coefficient alpha was used to determine the reliability of the instrument. Multiple regression analysis was used to determine the causal relationship between both the independent & dependent variable. Results depicted that the service quality gaps has significant and positive impact on customer loyalty. The study suggests that the service providers should put their endeavor to upgrade the technology and serve the customers with modern equipments.

Keywords

Service quality, Customer loyalty, Telecommunication, Customer’s perception, Service expectation

Full Text:

References

[1] Parasuraman, V. Zeithaml and L. Berry , “SERVQUAL: A Multiple Item Scale For Measuring Consumer Perceptions of Service Quality”, Journal Of Retailing, Vol.64, No. 1, pp. 12-40 ,1988.
[2] H. Kaur and H. Soch, “Validating antecedents of customer loyalty for Indian cell phone users.” Vikalpa, Vol. 37 No.4, pp. 47-62, 2012.
[3] V. Zeithaml and M. Bitner,”Services Marketing”. (3rd Edition).New York: McGraw-Hill, 2003.
[4] Lovelock, “Classifying Services to Gain Strategic Marketing Insights” Journal of Marketing, Vol. 3, 1983.
[5] T. Panda, “Creating Customer Lifetime Value through Effective CRM in Financial Services Industry”, Journal of Services Research, Vol. (2), 1, pp. 57-71, 2003.
[6] Lymperopoulos, I. Chaniotakis and M. Soureli, “The Importance of Service Quality in Bank Selection for Mortgage Loans” Managing Service Quality, Vol.16, No.4, pp. 365-379, 2006.
[7] S. Kushwah and A. Bhargava, “Service Quality Perception of Telecom Sector In India” International Journal of Advancement in Technology, Vol. 5, No. 15 ,pp.1-10, 2014.
[8] Parasuraman, V. Zeithaml and L. Berry, “A Conceptual Model of Service Quality And Its Implications For Future Research,” Journal Of Marketing, Vol.49, pp. 41-50, 1985.
[9] J. Cronin, S. Taylor, “Measuring service quality a reexamination and extension” , The journal of Marketing, pp. No. 55-68, 1992.
[10] Gronroos, “An applied service marketing theory”. European Journal of Marketing, Vol. 16,No.7, pp.30-41, 1982
[11] Parasuraman, L. Berry and V. Zeithaml, “Perceived service quality as a Customer-based performance measure: An empirical examination of organizational barriers using an extended service quality model”. Human Resource Management, Vol. 30, No. 3, pp. 335–364, 1991.
[12] V. Zeithaml and L. Berry, SERVQUAL: “A multiple item scale for measuring customer perception of service quality”, Journal of Retailing, 64, (spring),pp. 12-37, 1988.
[13] R. Bolton and J. Drew, “Mitigating the effect of service encounters”, Marketing letters, Vol. 3(1), pp. 57-70, 1992.
[14] Parasuraman, V. Zeithaml and L. Berry, “A conceptual model of service quality and its implications for future research”, journal of Marketing, Vol. 49, fall, pp. 41-50, 1988.
[15] J. Cronin and S. Taylor, “Measuring service quality: a reexamination and extension”. The Journal of Marketing, pp. 55-68, 1992.
[16] V. Zeithaml, “Consumer perceptions of price, quality and value: A means –end model and synthesis of evidence.” The Journal of Marketing, pp. 2-22, 1988.
[17] V. Zeithaml, A. Parauraman and L. Berry, “Problems and strategies in service marketing.” The Journal of Marketing, pp. 33–46, 1985.
[18] V. Zeithaml, L. Berry and A. Parasuraman, “Communication and control processes in the delivery of service quality.” The journal of Marketing, pp.35-48, 1988.
[19] L. Berry, A. Parasuraman, V. Zeithaml and D. Adsit, “Improving service quality in America: lessons learned”, The Academy of Management Executive, Vol 8, May, pp. 32-53, 1994.
[20] S. Alnsour, A. Tayeh and M. Alzyadat, “Using SERVQUAL to assess the quality of service provided by Jordanian telecommunications sector.” International journal of commerce and management, Vol. 24,No.3, pp. 209-218, 2014.
[21] Santouridis and P. Trivellas, “Investigating the impact of service quality and customer satisfaction on customer loyalty in mobile telephony in Greece. The TQM journal, Vol. 22, No.3, pp. 330-343, 2010.
[22] Y. Kuo, C. Wu and W. Deng, “The relationships among service quality, perceived value, customer satisfaction, and post purchase intention in mobile value- added services.” Computers in human behavior, Vol. 25,No. 4, pp. 887-896, 2009.
[23] T. Lai, “Service quality and perceived value’s impact on satisfaction, intention and usage of short message service (SMS)”. Information system frontiers, Vol. 6, No.4, pp. 353-368, 2004.
[24] W. Johnson and A. Sirikit, “Service quality in Thai telecommunication industry: A tool for achieving a sustainable competitive advantage.” Management Decision, Vol 40, No.7, pp. 693-701, 2002.
[25] M. Upal and B. Dhaka, “Telecommunication service gap: Call center service quality perception and satisfaction. Journal of Communications of the IBIMA, Vol. 3, pp. 18-27, 2008.[26] Egan, “Relationship Marketing: Exploring Relational Strategies in Marketing”. Pearson Education, Harlow, 2004.
[27] R. Oliver, “Whence consumer loyalty”? The Journal of Marketing, pp. 33-44, 1999.
[28] Dick and K. Basu, “Customer loyalty: toward an integrated conceptual framework.” Journal of the Academy of Marketing Science, Vol. 22, No.2, pp. 99-113, 1994.
[29] H. Oh, “An empirical study of the relationship between restaurant image and customer loyalty (Doctoral dissertation)”, 1995.
[30] M. Kim, M. Park and D. Jeong, “The effects of customer satisfaction and switching barrier on customer loyalty in Korean mobile telecommunication services.” Telecommunications Policy, Vol. 28, No.2, pp. 145-159, 2004.
[31] Siddiqui and Kaziomar, “Interrelation between Service Quality Attributes, Customer Satisfaction and Customer Loyalty in the Retail Banking Sector in Bangladesh” International Journal Of Business And Management, Vol.6, No. 3 March pp. 12-36, 2011
[32] Iddrisu, “Service Quality and Customer Loyalty: “The Case of the Mobile Telecommunication Industry in Ghana”, Award of
Commonwealth Executive Masters in Business Administration (CEMBA), Kwame Nkrumah University of Science and Technology, 2011.
[33] Liang, M. Osman, T. Ramayah and M. Rahim, “The Impact of Service Quality on Customer Loyalty: A Study of Banks in Penang, Malaysia”, International Journal of Marketing Studies, Vol. 2, No. 2, 2010.
[34] J. Kilika Mensah, “The Relationship between Service Quality and Customer Loyalty in the Kenyan Mobile Telecommunication Service Industry”, European Journal of Business and Management, Vol. 5, No. 23, pp. 26-36, 2013.
[35] Hassan, A. Malik, M. Imran, A. Hussain and A. Javaria, “Relationship Among Customers‟ Perceived Service Quality, Satisfaction and Loyalty in the Retail Banking Sector of Pakistan” World Applied Science Journal Vol. 24, No.8, pp. 1020-1030, 2013.
[36] K. Poku, M. Ansah and D. Lamptey, “The Impact of Service Quality Delivery on Customer Loyalty in the Telecommunication Industry: A Case Study of Expresso Telecom, Ghana”, Journal of Research in Marketing, Volume 3 No.1,August, 2014.

Asian Review of Social Sciences (ARSS) is a quarterly international peer-reviewed journal of Social Sciences. One of the objectives of this journal is to disseminate knowledge on various research issues connected with the topics include, but are not limited to:

Anthropology
Archaeology
Business Administration
Communication
Criminology
Economics
Education
Government

Linguistics
International Relations
Political Science
Sociology
Geography
History
Law
Psychology

The objective of this paper is to study the impact of service quality gaps with customer loyalty in the Indian telecom sector. Service quality gaps has been considered as independent variable whereas customer loyalty was considered as dependent variable. Five antecedents of service quality gaps have been considered in this study viz. reliabilty, assurance, tangibility, empathy and responsiveness based on SERVQUAL model as given by Parsuraman, Zeithaml and Berry(1988). A survey-based exploratory and causal research design was used. A 27 items instrument was generated comprising of 22 items for the five antecedents of independent variables on the basis of the work of Parsuraman, Zeithaml and Berry(1988), and 5 items for customer loyalty on the basis of the work of Kaur and Soch (2012). The data was collected from 163 customers using mobile service of two telecom operators of J&K (BSNL and Airtel) through structured questionnaires. Cronbach’s coefficient alpha was used to determine the reliability of the instrument. Multiple regression analysis was used to determine the causal relationship between both the independent & dependent variable. Results depicted that the service quality gaps has significant and positive impact on customer loyalty. The study suggests that the service providers should put their endeavor to upgrade the technology and serve the customers with modern equipments.

Editor-in-Chief
Dr. Lakshmi Narayanan
Department of Social Sciences, College of Arts and Applied Sciences, Dhofar University, Oman
[email protected]
Editorial Advisory Board
Dr. Mashitah Binti Hamidi
Department of Social Administration and Justice, University of Malaya, Malaysia
[email protected]
Dr. Jillian Ooi Lean Sim
Department of Geography, University of Malaya, Malaysia
[email protected]
Dr. Haris Bin Abd Wahab
Department of Social Administration and Justice, University of Malaya, Malaysia
[email protected]
Dr. Mohana Dass Ramasamy
Department of Indian Studies, University of Malaya, Malaysia
[email protected]
Dr. Ma Tin Cho Mar @ Noorjahan Bi Bi
Department of South East Asian Studies, University of Malaya, Malaysia
[email protected]
Dr. Asbah Binti Razali
Department of Anthropology and Sociology, University of Malaya, Malaysia
[email protected]
Dr. Azharudin Bin Mohamed Dali
Department of History, University of Malaya, Malaysia
[email protected]
Dr. Hasmah Binti Zanuddin
Department of Media Studies, University of Malaya, Malaysia
[email protected]

2016

2015

2014

  • Results
  • Asian Review of Mechanical Engineering (ARME)
  • career

2013

  • Home
  • Shop
  • My Account
  • Logout
  • Contact us
  • The Asian Review of Civil Engineering (TARCE)

2012

  • Asian Journal of Electrical Sciences(AJES)
  • Asian Journal of Computer Science and Technology (AJCST)
  • Asian Journal of Information Science and Technology (AJIST)
  • Asian Journal of Engineering and Applied Technology (AJEAT)
  • Asian Journal of Science and Applied Technology (AJSAT)
  • Asian Journal of Managerial Science (AJMS)
  • Asian Review of Social Sciences (ARSS)

2011

2010

    Table of Contents

    Editorial Note

    Editorial Dr. Lakshmi Narayanan

    Editor-in-Chief
    Dr. Lakshmi Narayanan
    Department of Social Sciences, College of Arts and Applied Sciences, Dhofar University, Oman
    [email protected]
    Editorial Advisory Board
    Dr. Mashitah Binti Hamidi
    Department of Social Administration and Justice, University of Malaya, Malaysia
    [email protected]
    Dr. Jillian Ooi Lean Sim
    Department of Geography, University of Malaya, Malaysia
    [email protected]
    Dr. Haris Bin Abd Wahab
    Department of Social Administration and Justice, University of Malaya, Malaysia
    [email protected]
    Dr. Mohana Dass Ramasamy
    Department of Indian Studies, University of Malaya, Malaysia
    [email protected]
    Dr. Ma Tin Cho Mar @ Noorjahan Bi Bi
    Department of South East Asian Studies, University of Malaya, Malaysia
    [email protected]
    Dr. Asbah Binti Razali
    Department of Anthropology and Sociology, University of Malaya, Malaysia
    [email protected]
    Dr. Azharudin Bin Mohamed Dali
    Department of History, University of Malaya, Malaysia
    [email protected]
    Dr. Hasmah Binti Zanuddin
    Department of Media Studies, University of Malaya, Malaysia
    [email protected]

    Articles

Advanced Search

You can submit your research paper to the journal in just a few clicks. Please follow the steps outlined below: 1. Register your details and select to be an Author 2. Log in with your user name and password 3. ‘Start a new submission’ and follow these 5 steps:

[gravityform id="1" name="Registration" title="false" description="false"]

Privacy Statement

The names and email addresses entered in this journal site will be used exclusively for the stated purposes of this journal and will not be made available for any other purpose or to any other party.

Privacy Statement

The names and email addresses entered in this journal site will be used exclusively for the stated purposes of this journal and will not be made available for any other purpose or to any other party.

Lorem1 ipsum dolor sit amet, consectetur adipiscing elit. Nulla convallis ultricies scelerisque. Fusce dolor augue, sollicitudin eget lacus vitae, rutrum commodo lacus. Praesent ullamcorper facilisis dui. Sed suscipit id lorem ut dapibus. Integer dictum cursus nisl, quis ullamcorper augue. Sed non rutrum mauris. Maecenas in dolor est. Donec eget sagittis mi. Sed non leo eu odio mollis pulvinar vitae et leo. Integer eu feugiat tortor. Duis massa purus, eleifend id erat eget, hendrerit semper risus. Suspendisse cursus varius dapibus

Lorem1 ipsum dolor sit amet, consectetur adipiscing elit. Nulla convallis ultricies scelerisque. Fusce dolor augue, sollicitudin eget lacus vitae, rutrum commodo lacus. Praesent ullamcorper facilisis dui. Sed suscipit id lorem ut dapibus. Integer dictum cursus nisl, quis ullamcorper augue.

Subscription

Subscription (for 12 issues):
Rs. 5000; Overseas - USD 500;
Cheque drawn in favour of "Informatics Publishing Limited"
Click here to download online subscription form

Download

DD Mailing Address

Lorem1 ipsum dolor sit amet,
Lorem1 ipsum dolor sit amet,
Lorem1 ipsum dolor sit amet.

BACK TO TOP

Outstanding Scholars

The Journals honor Outstanding Scholars in various fields. Scholar of the Month should have contributed to their field and to the larger community. Recipients will be nominated by the Advisory Board and approved by the Editor-in-Chief of the allied journals published by The Research Publication. Scholar of the Month will be displayed in the web portal of the concerned journal.

Please send your brief write up to [email protected]

Editors and Reviewers

The Research Publication is seeking qualified researchers to join its editorial team as Associate Editor, Editorial Advisory Board Member, and Reviewers.
Kindly send your details to [email protected]

Call For Papers

Authors are requested to submit their papers electronically to [email protected] with mentioning the journal title.

Mailing Address

The Research Publication 1/611, Maruthi Nagar, Rakkipalayam Post, Coimbatore – 641 031, Tamil Nadu, India Phone No.: 0422 2461001

  • About
  • Editorial Policy
  • Author Guidelines
  • Contact us
  • Copyright
  • Facebook
  • Twitter
  • RSS

© 2015 The Research Publication. All rights reserved.

The Research Publication
  • Home
  • Editorial Policy
  • Author Guidelines
  • Submission
  • Copyright Form
  • Career
  • Contact us
  • Subscription