چکیده:
Because of the need to develop specific measurement scales for different services industries, this study aimed to empirically develop a reliable and valid model specifically for measuring mobile telecommunication service quality. A multidimensional measurement model (MS-Qual) has been proposed based on an extensive literature review and then, to assess the model validity, convergent and discriminant validity have been established based on the survey data gathered from 363 of Iranian mobile phone subscribers. Findings of this study showed that customers form their service quality perceptions based on their evaluations of seven primary dimensions including: network quality, value-added service, pricing plans, employees‟ competency, billing system, customer services, and service convenience. This study has several practical implications. First, practitioners could use developed MS-Qual scale for measuring and managing service quality in the mobile telecommunication sector. Second, this study showed that customers‟ evaluation of value-added service, pricing plans and service convenience are most important factors in their overall perceived service quality. Mobile phone operators could use these results to set their priorities for the development of service quality, to better utilize their resources.
خلاصه ماشینی:
Master of Management Science, Department of Business Management, Persian Gulf University, Bushehr, Iran (Received: 30 October 2012; Revised: 20 December 2012; Accepted: 29 December 2012) Abstract Because of the need to develop specific measurement scales for different services industries, this study aimed to empirically develop a reliable and valid model specifically for measuring mobile telecommunication service quality.
Findings of this study showed that customers form their service quality perceptions based on their evaluations of seven primary dimensions including: network quality, value-added service, pricing plans, employees‟ competency, billing system, customer services, and service convenience.
In mobile telecommunication industry, several previous researches have proved the positive effect of service quality on customer satisfaction (Wang & Lo, 2002; Eshghi et al.
Their findings show that customer service, pricing structure and billing system are the service quality dimensions that have the most significant positive effect on customer satisfaction, which in turn have significant positive impact on customer loyalty (Santouridis & Trivellas, 2010).
Many other researches were reviewed and mobile telecommunication service quality dimensions which can be evaluated by customers in their decision making have been identified.
(2012) Literature review showed that in mobile telecommunication industry, researchers used different models with several technical and functional dimensions to measure service quality.
In this study, based on literature review a multidimensional model has been developed (MS-Qual) that determines customers‟ perceived service quality in mobile telecommunication industry.
This model provides a very useful tool, for both researchers and practitioners, for measuring and managing service quality in the mobile telecommunication sector.