EXAMINING THE ROLE OF SERVICE QUALITY DIMENSIONS OF MOBILE PHONE SERVICE PROVIDERS; AN EMPIRICAL STUDY

Abstract

Service quality has become a critical factor for the competitive advantage of mobile phone service providers in the telecommunication industry. This study explores the key factors influencing service quality in mobile phone service providers and their impact on customer satisfaction and loyalty. The analysis focuses on dimensions such as network quality, customer support, pricing, service reliability, and value-added services. The research aims to identify how these factors contribute to the overall perception of service quality and determine the most significant determinants of customer satisfaction. The non-probability convenience sampling technique is the most suitable method when it is not possible to obtain information from every member of the sample population. Additionally, the precise population frame of mobile phone service consumers in the study area could not be determined, as the number of users could not be ascertained. The interview schedule was employed to acquire the primary data from the respondents. The data that has been collected is coded and inserted into a primary table. The data are analysed in accordance with the nature of the data and the intent of the analysis (nature of the problem) using the SPSS software. For the purpose of the research, a sample size of 100 respondents is selected from an infinite population. A random sample strategy was used by the researcher in order to choose the objects that would be used for sampling. The findings highlight the need for service providers to continuously adapt and enhance their service offerings to meet evolving customer expectations and maintain competitiveness in a rapidly changing market