MEASURING VALIDITY OF DETERMINANTS OF CONSUMER SUBSCRIPTION BEHAVIOR IN TELECOM SECTOR OF PAKISTAN

Abstract

Organizations are changing the way they do business due to the competitiveness and dynamism of the business environment. Measuring customer satisfaction is a major concern of any industry to excel. Hence key challenge for the telecom sector is how to retain and increase customer’s subscription rate. Service quality is an important factor which has a significant extent to customer’s attitude and customer’s subscription behavior. This study was conducted to examine the relationship between service quality and subscription behavior mediating by customer’s attitude. The relationship between service quality dimensions (tangibility, reliability, assurance, empathy, and responsiveness) along with two additional dimensions convenience and network aspects using modified SERVPERF was investigated by personally administrating a questionnaire to the sample of 400 customers drawn using convenience sampling. The data collected was analyzed using different statistical tools. The findings suggest that service quality, customer’s attitude and customer’s subscription behavior are positively related to each other. It also supports that customer’s attitude toward services mediate the relationship between services quality and customer’s subscription behavior.