Service Quality of Mobile Phone Telecommunications Service Providers: Scale Development - The CCAAT MODEL

Abstract

Mobile phone telecommunications as an intensely competitive industry in the contemporary marketing context has expanded as a high-velocity service throughout the world, while service quality has become an interesting phenomenon in response to the growing importance of services in satisfying customer needs. The purpose of the study is to design a scale to measure the service quality of mobile phone telecommunication service providers and evaluate the effect of service quality dimensions on customer satisfaction. The mobile phone subscribers were selected as the unit of analysis of the study. Service quality attributes were generated by having a focus group discussion with the industry experts. Next, the data were collected in two stages from mobile phone subscribers. At the first stage, data were collected from 420 subscribers, and an exploratory factor analysis was employed. In the second stage, 700 questionnaires were administered, and the structural equation modelling approach was used to validate the results. As the major outcome of the study, the tool: ‘CCAAT’, is proposed to measure the service quality of the mobile phone telecommunications service providers, and the model consists of five key dimensions of service quality: ‘Credibility’, ‘Coverage’, ‘Assurance’, ‘Access’ and ‘Tangibility’.