Using SERVQUAL: A Framework for Determining and Prioritizing Critical Factors in Delivering Quality Services for the Mobile Operator

Hana Stverkova

doi:10.13189/aeb.2015.030604

Abstract

In today's turbulent world, the most important element for each organization is the satisfied customer. This necessity underlines the need for developing measures that can estimate the current level of services provision, since measurement is the first step towards improvement. Measuring the existing level of services provided can help managers make better decisions for improving customer satisfaction. The purpose of the present study is to (a) measure the level of services provided by mobile operators' in the Czech Republic, (b) evaluate the satisfaction of the mobile operators customers and (c) the present study investigated the gap between customer expectations and customer perceptions with regard to the level of the services offered by the mobile operators in the Czech Republic. Field survey was conducted in October 2014, respondents were users of mobile operator. The paper presents a practical demonstration of the application of the SERVQUAL method for a mobile operator. This simple procedure can be applied to all areas of service provision. Results showed that customers have a negative perception about the services offered by mobile operators.

Highlights

In today's turbulent world, the most important element for each organization is the satisfied customer
The aim of this paper is to present a model measuring the customer satisfaction – the service quality assessment called SERVQUAL
The objective of this study is to examine the service quality of mobile operator in the Czech Republic as perceived by its customers

Summary

Introduction

In today's turbulent world, the most important element for each organization is the satisfied customer. In the current business environment, only the innovative businesses which meet the needs of its customers are competitive. In a global environment of intense competition and continuous change, companies need to focus on improving the level of their services and enhance the satisfaction of their customers in order to stay competitive and achieve long-term survival. Research on quality of services should be in the current competitive environment for every business strategic objective. The second aim is to evaluate the contribution by each SERVQUAL dimensions and the third objective is to estimate gap analysis between expected and perceived service quality. The main benefit of using these tools measure the quality of both the questionnaire survey, SERVQUAL method, or other methods of measuring customer satisfaction as ECSI method, or QFD, is to reduce costs, time savings, including the administrative simplification operation of the business and greater insight about customers

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Methods

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Conclusion