ASSESSING SERVICE QUALITY IN THE MOBILE TELECOMMUNICATIONS MARKET

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Abstract

The South African telecommunications market is vibrant and growing, dominated by two players. It is recognised that service quality plays an important role in establishing a competitive advantage. The aim of this paper is to assess ratings of service quality among mobile telecommunications customers. To this end, a survey was conducted among 400 customers using the SERVQUAL questionnaire to measure customers’ expectations and perceptions based on the five dimensions of service quality. The findings indicate that there are gaps between customer expectations and perceptions of service quality. The tangibles dimension exhibited the smallest gap for both companies and the assurance and empathy dimensions revealed the largest gap scores. There were no significant differences in overall expectations between the two companies, but there were significant differences between the companies on overall perceptions of service quality. There was no significant difference in the overall expectations and perceptions between males and females.

Keywords: Mobile Telecommunications Market, Service Quality, Competition

How to cite this paper: Govender, J. P. (2013). Assessing service quality in the mobile telecommunications market. Corporate Ownership & Control, 11(1-5), 510-517. https://doi.org/10.22495/cocv11i1c5art5