Service Quality and Customer Loyalty: A Study in Telecom SectorAuthor : Mubashir Majid Baba and Ruku Majeed
Volume 7 No.1 January-June 2018 pp 60-66
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.
Service quality, Customer loyalty, Telecommunication, Customer’s perception, Service expectation
 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.
 H. Kaur and H. Soch, “Validating antecedents of customer loyalty for Indian cell phone users.” Vikalpa, Vol. 37 No.4, pp. 47-62, 2012.
 V. Zeithaml and M. Bitner,”Services Marketing”. (3rd Edition).New York: McGraw-Hill, 2003.
 Lovelock, “Classifying Services to Gain Strategic Marketing Insights” Journal of Marketing, Vol. 3, 1983.
 T. Panda, “Creating Customer Lifetime Value through Effective CRM in Financial Services Industry”, Journal of Services Research, Vol. (2), 1, pp. 57-71, 2003.
 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.
 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.
 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.
 J. Cronin, S. Taylor, “Measuring service quality a reexamination and extension” , The journal of Marketing, pp. No. 55-68, 1992.
 Gronroos, “An applied service marketing theory”. European Journal of Marketing, Vol. 16,No.7, pp.30-41, 1982
 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.
 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.
 R. Bolton and J. Drew, “Mitigating the effect of service encounters”, Marketing letters, Vol. 3(1), pp. 57-70, 1992.
 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.
 J. Cronin and S. Taylor, “Measuring service quality: a reexamination and extension”. The Journal of Marketing, pp. 55-68, 1992.
 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.
 V. Zeithaml, A. Parauraman and L. Berry, “Problems and strategies in service marketing.” The Journal of Marketing, pp. 33–46, 1985.
 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.
 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.
 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.
 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.
 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.
 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.
 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.
 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. Egan, “Relationship Marketing: Exploring Relational Strategies in Marketing”. Pearson Education, Harlow, 2004.
 R. Oliver, “Whence consumer loyalty”? The Journal of Marketing, pp. 33-44, 1999.
 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.
 H. Oh, “An empirical study of the relationship between restaurant image and customer loyalty (Doctoral dissertation)”, 1995.
 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.
 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
 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.
 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.
 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.
 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.
 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.