Students’ perception of the Service Quality Gaps of Omantel Company using SERVQUAL Model

Abstract

Purpose of the study: The objective of the study is to determine the impact of service quality gaps in the telecommunications industry in Oman, through critically analysing the differences between the expectations and perceptions in relates to tangibility, empathy, reliability, responsiveness, and assurance. Design/Methodology/Approach: The study used the SERVQUAL model to calculate the existing quality of service of the telecommunication company operating in the Sultanate of Oman and to know the differences between expectations and perceptions of the quality of services provided to the customers by Omantel Company. The sampling used in this study was convenient sampling adopted through a questionnaire where the size of the sample was 150 which was randomly selected from the students of different faculties at Sohar University. The data were analyzed using the SPSS program. Findings: The findings of the research study revealed that there exists a negative relationship between the customer perceptions and expectations and the difference in the scores between the two sets of variables is in favor of the expectations of the respondents in relates to Omantel services. The reliability factor had the largest difference between the two sets of variables and the tangibles factor had the smallest difference. Research Implications: The results of this study help Omantel Company to strategically develop service quality in the areas of assurance, empathy, and responsiveness and to understand how consumers view the quality of the service, and to help the organization track and sustain quality service. Originality/value: The research was performed in the rapidly increasing telecom service industry, which is experiencing dramatic changes over time and is making concentrated efforts to keep up with unparalleled, ground-breaking advances in technology. This research can be extended to other sectors of the market. Keywords: Service Quality, Omantel, Telecommunications industry in Oman, SERVQUAL Model, Customers’ Satisfaction, Perception and Expectations.