SERVICE QUALITY AND CUSTOMER SATISFACTION IN THE CELLULAR TELECOMMUNICATION SERVICE PROVIDER IN MALAYSIA
Keywords:
Service quality, customer satisfaction, perception and expectation, cellular telecommunication, gap analysisAbstract
Using the SERVQUAL model, this study attempts to examine the impact of service quality dimensions on customer satisfaction. A total of 225 current users of a GSM provider participated in this study. Gap Analysis was used to determine the perceived and expected satisfaction level on each of the service quality dimensions and regression analysis was conducted to test the relationship between the SERVQUAL dimensions and customer satisfaction. Results indicated that all 5 service quality dimensions positively influenced customer satisfaction in terms of loyalty and attitudes. In addition, t-test results showed that there was a significant gap between the perceived satisfaction and expectation (P-E) on all of the service quality dimensions.
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