THE TELECOM SECTOR & THE STUDY OF SERVICE QUALITY
A THEORETICAL GLIMPSE
DOI:
https://doi.org/10.48165/acspublisher.tjmitm.2022.26Keywords:
India, Perception, Expectations, Cellular Customer, Gap Analysis, Service Quality, Telecommunication Industry, Customer Satisfaction, SERVQUALAbstract
After two decades of formulation of the National Telecom Policy (NTP) in 1999, The Indian telecom industry is passing through complex times. The mobile phone has transformed into a persuasive medium to deliver information services spanning various usage areas such as governance, commerce, agriculture, education, and health. Standing tall by being the second-largest telecommunications market in the world next to china, the industry has now billion-plus subscribers. Comprising major sectors like telephony, internet, and broadcasting the industry is contributing significantly to the country’s GDP and job growth. The lowest tariffs, Mobile portability, and various services have resulted in a dynamic and hyper-competitive market. With a ferocious battle taking place between the established biggies and the new entrants the companies that will survive the competition will be the ones being able to differentiate themselves on the basis of service quality.
In today's competitive environment customer occupies the central place in business & retaining a satisfied customer can pay more compared to attracting a new one. Considering India at the cusp of a data revolution and telecom as the backbone this study examines the impact of service quality and service value on customer bonding. The study aims to provide a better understanding and analyze the gap in service quality of the Telecom sector in terms of customers’ expectations and perceptions using SERVQUAL and other models.
References
Cottle, D, (1990), Client-centered service: How to keep them coming back for more, New York: Wiley
Cronin J. Joseph Jr. & Steven Taylor (1994): SERVPERF vs. SERVQUAL, Reconciling Performance based & Perceptions minus Expectations, Measurement of Service Quality, Journal of Marketing January, Pg. 126 – 127.
Deloitte, .Indian tower industry: The future is data 2017 report
Edvardsson, B., 1996 “Making Service Quality Improvement Work”, Managing Service Quality, Volume 6(1), P. 49-52
Ibid., p. 118
Kathleen Seiders & Glenn B. Voss & Andrea L. Godfrey &Dhruv GrewalSERVCON: development and validation of a multidimensional service convenience scale, Springer Publications
Kotler, Philip and Armstrong, Gary (2006).Principles of marketing, New Delhi: Prentice Hall Inc., p. 263
Kurtz, David L. and Clow, Kanneth E. (2002).Services marketing, Singapore: John Wiley & sons P. Ltd, p. 106
Nitin Seth and S.G. Deshmukh,Service quality models: a review, Emeralds Insight
Oliver RL, 1993, “A conceptual model of service quality and service satisfaction: Compatible goals, different concepts, Advances in Service Marketing management, Volume 2, P. 65-85
Oliver, R.L, 1997, Satisfaction: A Behavioural Perspective on the Consumer, McGrawHill, New York
Olu OjoThe Relationship Between Service Quality and Customer Satisfaction in the Telecommunication Industry,BRAND. Broad Research in Accounting, Negotiation, and DistributionISSN 2067-8177, Volume 1, Issue 1, 2010
Parasuraman A, Zeithmal V.A and Berry L.L, 1985, “A conceptual model of service quality and its implications of future research”, Journal of Marketing, Volume 4, P. 45-50
Parasuraman A. & Valarie A. Zeithaml and Leonard Berry 1985 – SERVQUAL – A Multiple Item Scale for Customer Perceptions of Service quality”, Journal of Retailing, Volume 64(1), P. 12-40
Parasuraman, A., Zeithml, V. A. and Berry, L. L., 1990, “Delivering Quality Service: Balancing Customer Perception and Expectations”, The Free Press, New York, P. 226
Rajkumar Paulrajan and Harish Rajkumar1Service Quality and Customers Preference of Cellular Mobile Service ProvidersJournal of TechnologyManagement & Innovation2011, Volume 6, Issue 1
Siew-Phaik Loke1, Ayankunle Adegbite Taiwo2, Hanisah Mat Salim1, and Alan G. Downe2, Service Quality and Customer Satisfaction in a TelecommunicationService Provider, 2011 International Conference on Financial Management and Economics Singapore
Taylor, S., Baker, T., 1994, “An assessment of the relationship between service quality and customer satisfaction in the formation of consumers’ purchase intentions”, Journal of Retailing, Volume 70 (2), P.163–178
Tornow,W.W, Wiley, J.W, 1991, “Service quality and management practices: a look at employee attitude, customer satisfaction, and bottom-line consequence”, Human Resource Planning, Volume 14 (2), P. 105–115
Venugopal, Vasanti and V.N., Raghu (2001).Services Marketing,Mumbai: Himalaya Publishing House., p. 259
White, C., & Yu, Y. T, (2005), “Satisfaction emotions and consumer behavioural intentions”, Journal of Services Marketing, Volume 19(6/7), P. 411-421
Zeithaml V.A, Berry LL, Parasuraman A, 1993, “The nature and determinants of customer expectations of service”, Journal of the academy of Marketing Service, Volume 21, P. 1-12
Zeithaml, V. A., & Bitner, M. J, (2003), Service marketing: Integrating customer focus across the firm (3rd ed.). Boston, MA: McGraw-Hill/Irwin p.117
Zeithaml, V. A., 2009, “Service Quality, Profitability, and the Economic Worth of Customers: What We Know and What We Need to Learn”, Journal of Academy of Marketing Science, Volume 28(1), P.67-85
Zeithaml, V.A., Parasuraman, A., Berry, L.L., 1990, Delivering Quality Service, The Free Press, New York
Zeithmal V.A and Bitner M J, 2000, Services Marketing: Integrating Customer Focus across the firm, McGraw-Hill, New York
Zeithmal V.A, Berry L.L, Parasuraman A, 1988, “Communication and Control Processes in the Delivery of Service Quality”, Journal of Marketing, Volume 52, P. 35-48
Downloads
Published
Issue
Section
License
Copyright (c) 2022 Trinity Journal of Management, IT & Media (TJMITM)
This work is licensed under a Creative Commons Attribution 4.0 International License.
How to Cite
