Impact of Service Quality of Short Messaging Service on Customers Retention; An Empirical Study of Cellular Companies of Pakistan

Abstract

The long term success of organizations depends on many factors. In order to survive, service sector organizations need to offer quality in service. These companies try to retain their customers by providing them quality services. The following study examines the service quality of the mobile service providers and retention intentions of the customers' with the quality offered. The study focuses only on SMS service provided by telecom organizations. Service quality is measured using 5 dimensions tangibles, empathy, assurance, responsiveness and reliability and relationship is determined with customer retention. The data was collected from 331 university students using Short Messaging Service (SMS) of any cellular company. Correlation and regression analysis are used to analyze the data. Results and discussions are presented. [ABSTRACT FROM AUTHOR]