Amity Business School

Measuring Service Quality and its Attributes for Cellular Mobile Service Users Affecting Customer Satisfaction
Presented By: Gaurav Chamaria MBA(M&S) A0102210082 ABS(2010-12)

Amity Business School

INTRODUCTION
With the increasing demands of the customer, cellular mobile sector has become competitive. Despite this, most of the cellular mobile service providers in India are primarily focusing on expanding their customer base and tend to overlook investing in service quality. In the context of such an intensifying competition in this sector, service quality is imperative to achieve competitive advantage.

Amity Business School

OBJECTIVES
1. To analyze the overall service quality aspects of the Telecom industry.
2. To ascertain the dimensions of service quality of mobile services that have significant impact on Customer Satisfaction. 3. To analyze how effectively individual companies have been able to perform/deliver (level of Customer Satisfaction from individual company).

Amity Business School

LITERATURE REVIEW
Now, researches have indicated that service quality has been increasingly recognized as a critical factor in the success of any business (Parasuraman et al., 1988) Consumer perception of service quality is a complex process. Therefore, multiple dimensions of service quality have been suggested (Brady & Cronin, 2001). SERVQUAL represents service quality as the discrepancy between a customer's expectations for a service offering and the customer's perceptions of the service received, requiring respondents to answer questions about both their expectations and their perceptions (Parasuraman et. al., 1988). Jochen Wirtz (2003) listed the results of customer satisfaction as follows: repeat purchase; loyalty; positive word-of-mouth .

Amity Business School

RESEARCH METHODOLOGY
PURPOSE OF STUDY : Measuring Service Quality and its Attributes for Cellular Mobile Service Users Affecting Customer Satisfaction

RESEARCH DESIGN SAMPLING TECHNIQUE SAMPLE SIZE AGE GROUP LOCATIONS COVERED INSTRUMENTS USED ANALITICAL TOOLS

: : : : : : :

DESCRIPTIVE RESEARCH STRATIFIED RANDOM SAMPLING 200 RESPONDENTS ALL AGE GROUPS DELHI & NCR REGION SERVQUAL QUESTIONNAIRE SPSS, EXCEL

Amity Business School

Continued
DEPENDENT VARIABLE :
SERVICE QUALITY

INDEPENDENT VARIABLES
TANGIBLES RELIABILITY RESPONSIVENESS ASSURANCE EMPATHY CONVENIENCE
NETWORK QUALITY

Amity Business School

H1: Tangibles has positive influence/correlation with service quality in Mobile Services. H2: Reliability has positive influence/correlation with service quality in Mobile Services. H3: Responsiveness has positive influence/correlation with service quality in Mobile Services. H4: Assurance has positive influence/correlation with service quality in Mobile Services. H5: Empathy has positive influence/correlation with service quality in Mobile Services. H6: Convenience has positive influence/correlation with service quality in Mobile Services. H7: Network Quality has positive influence/correlation with service quality in Mobile Services. All the hypothesis have been tested positively (Table 4.10)

HYPOTHESIS

Amity Business School

RESULTS AND FINDINGS

The overall SERVQUAL Score is : -1.20128. (Appendix B) There are dimensions where the Service Quality Gap is larger are (Appendix B) : Relaibilty Resposiveness Assurance The dimensions where the Service Quality Gap is smaller are(Appendix B): Convenience Tangibles

Amity Business School

Continued..
The Dimensions of Service Quality that are most important to consumers in order are (Appendix B) : Network Quality Convenience

The Dimensions of Service Quality that the consumers have good perception about i.e. the dimensions where the industry is performing well are (Appendix B) : Network Quality Convenience

Amity Business School

Continued..
User Perception of Vodafone is the Highest 5.67 (Appendix C) Followed by Airtel 5.61. (Appendix C) Idea, Tata Indicom and Reliable are average players in the industry. (Appendix C) Government owned Telecom companies (MTNL & BSNL) are unable to deliver well on important parameters and the User Perception of these companies are comparatively low. (Appendix C) Vodafone have been able to retain 45 out of 71 users (63.3% participants of the research ) for more than two years (till the time of survey) . (Table 4.11) Airtel have been able to retain 25 out of 46 users (54.3% participants of the research ) for more than two years. (Table 4.11)

Amity Business School

SUGGESTIONS
The companies must try and bridge Gap between User Expectations and Perceptions of Service Quality Gap in order to gain strategic advantage in this competitive market. In order to deliver better on the dimensions (Relaibilty, Responsiveness & Assurance), companies should particularly work on areas like :
Employees response to your customer request (they should never be too busy to respond) (Table 4.9(c)) The employees of the telecom company understand customers specific needs. (Table 4.9(d)) Provide proper training to staff so that they are able to instils confidence in the customers. (Table 4.9(e)) Giving prompt service to users and not making them wait for longer time period. (Table 4.9(c)) Providing more transparency and ease in transactions so that customers feel safe in their transactions. (Table 4.9(d))

Amity Business School

LIMITATIONS
There are a few limitations that we encountered during the course of our research. These are : The study was conducted majorly in Delhi & NCR. The reach of the project consisted of various users of Mobile Services in Delhi & NCR. The answers to some questions regarding the perception of the Users may also have varied or depended on the mood and psychology of the respondents at the time during which they were interviewed. The questionnaire was designed under the supervision of my faculty mentor but the study was limited to the given questionnaire. Time factor was also important for us. The sample size for the research was also limited to 200.

Amity Business School

THANK YOU !!