Abstract

Purpose:  The purpose of this study was to examine the dimensions of users’ perceived service quality of cellular mobile telephone operators in Pakistan.

Research design / methodology: A structured questionnaire, covering SERVQUAL dimensions of tangible, reliability, assurance, empathy, responsiveness, and additional dimensions of network quality and convenience, was used to measure mobile phone users’ perception about service quality. Convenience sample of 800 mobile phone users was used to collect the data. Confirmatory factor and multiple regression analysis were conducted.

Finding: The adapted SERVQUAL with additional dimensions was found to be a valid instrument to measure service quality in mobile phone services. The dimensions of tangible, assurance, responsiveness, empathy, convenience, and network quality found to have positive and statistically significant relationship with mobile phone users’ perceived service quality. Convenience and network quality dimensions found to be relatively most important dimensions affecting users’ perception. The dimension of reliability did not reflect significant effect on customers’ perception of quality.

Research limitations/implications: Convenience sample was used to measure mobile phone users’ perception of service quality.

Practical implications: SERVQUAL is a valid instrument to measure service quality in cellular mobile telephone operators in Pakistan. Inclusion of additional dimensions and items make it more comprehensive for application in telecommunication services. The dimensions of network quality, convenience, and reliability are important aspects that need managerial attention to attract and retain customers. The regulators in telecommunication industry should take appropriate measure to include these dimensions in undertaking objective assessment of quality of service of cellular mobile telephone operators in Pakistan in safeguarding customers’ interest.

Originality/value:  Few studies on cellular mobile phone users’ perception of service quality using SERVQUAL, and additional dimensions of convenience and network quality has been carried out in Pakistan. The current study has improved the understanding of mobile phone users’ perception of quality for mobile phone operators, and regulators, beside its practical implications for telecommunication industry in Pakistan.

Key Words: Customer service quality, SERVQUAL, Mobile communication service, Pakistan

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