Customer satisfaction with global system of mobile service quality (A case study of Nepal Telecom)
Date
2017
Authors
Acharya, Binod
Journal Title
Journal ISSN
Volume Title
Publisher
Department of Public Administration
Abstract
Service quality and customer satisfaction are very important concepts that an
organizations must understand if they are to grow business and revenues as well to
remain competitive in the business environment. It is very important for companies to
know how to measure these constructs from the customers’ perspective so as to
understand their needs and satisfy them. Service quality is considered to be very
critical to any modern business because it contributes higher customer satisfaction,
profitability, reduced cost, improved customer loyalty and retention.
The main purpose of this study is to assess customer satisfaction and service quality
using SERVQUAL model with GSM Service of Nepal Telecom and its working
environment. Other purposes include how customers perceive service quality; identify
service quality dimensions that contribute to higher satisfaction, factors affecting
customer satisfaction and measures to be taken to improve the level of customer
satisfaction and GSM service quality of Nepal Telecom in the competitive industrial
environment. A questionnaire was designed and distributed to respondents using a
convenience as well as purposive sampling technique to GSM service customers of
Nepal Telecom available in the different places of Kathmandu valley. The analysis
done resulted that, the overall service quality perceived by customers was weak. Low
level of perception regarding service quality means customers’ expectations exceeded
perceptions. Among six major determining factors of GSM service quality for
customer satisfaction as customer care service, service promotion information,
network coverage, signal strength, tariff and availability of recharge cards or means of
payment, the analysis of the respondents’ opinion revealed that Nepal Telecom’s
performance was very weak in customer care and service promotion information
followed by tariff, network coverage and network strength. As far as theory is
concerned findings reveals that all the five dimensions and 22 items of SERVQUAL
model resulted with negative gap scores in measuring service quality of GSM service
quality. This study contributes to the already existing studies examining service
quality in telecommunication companies using SERVQUAL model. It also provides
empirical results that guide Nepal Telecom and other telecom companies on the
corrective measures to enhance service quality and customer satisfaction as well as
significant growth in business and revenues.
Description
Keywords
Customer satisfaction, Mobile service, Service quality