Research of instrument to measure customer perceived service quality of mobile data services

Abstract

With the rapid growth of mobile data services in China, the competition between mobile data service providers become more intense. To gain advantage in the fierce competition, it is very critical to manage service quality effectively, thus a comprehensive measurement instrument of service quality is needed. However, there are few studies dedicated to measure service quality of mobile data services. Our study proposes a conceptual framework derived from technical acceptance model. Based on the framework, we develop and validate an instrument to measure perceived service quality of mobile data services in rigorous process. Finally, we have gotten a service quality instrument with six-dimensions: content quality, usability, reliability and speed, interaction, entertainment/enjoyment, and security/privacy. This scale provides a useful instrument for researchers who wish to measure the service quality of mobile data services and for marketing managers who want to improve their service performance.