The behavioural consequences of perceived service quality: a study of the Indian telecommunication industry
Abstract
The telecom industry in India has witnessed substantial growth over the last decade. Rapid growth of telecommunications is opening up the doors for many telecom players from Europe, Asia and other parts of the world, resulting in increased competition and tariff reductions. In the present competitive environment, the services perceived by the customers and their behavioural intentions play a pivotal role in the customer switching process among service providers. With the changing expectations of service quality, it becomes imperative to discover the gap between customer expectations and customer perception. In this context, the aim of the present study is to identify the existing gap between customer expectations and perceptions and investigate the relationship between post-experience perception of service quality and customers’ behavioural intentions. The data was collected from 500 customers in Delhi NCR, India. Paired sample t-test and multiple correlation analysis were performed. The results of the study points out the key areas wherein the service gaps are considerably high such as reliability and responsiveness. The customer behavioural intentions, such as “Complain to customer service if a problem occurs”, “Switch to another service provider” and “Reducing the usage with a particular service provider”, have shown a strong relationship with quality of service. The findings of the study confirm that the perceptions of customers regarding the quality of service received definitely have an impact on their behaviour.
Keyword : service quality, expectations, perceptions, behavioural intentions, telecom service providers
How to Cite
Jhamb, D., Mittal, A., & Sharma, P. (2020). The behavioural consequences of perceived service quality: a study of the Indian telecommunication industry. Business: Theory and Practice, 21(1), 360-372. https://doi.org/10.3846/btp.2020.11480
This work is licensed under a Creative Commons Attribution 4.0 International License.
References
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Mathew, B., Narayanan, R., & Mittal, A. (2019) A review of the perception of healthcare quality among patients and employees. Indian Journal of Public Health Research and Development, 10(9), 452–456. https://doi.org/10.5958/0976-5506.2019.02469.0
Min, S., & Khoon, C. C. (2014). Demographic factors in the evaluation of service quality in higher education: A Structural Equation Model (SEM) approach. International Journal of Marketing Studies, 6(1), 90. https://doi.org/10.5539/ijms.v6n1p90
Ministry of Electronics & Information technology. (2018). Digital India programme, government of India. http://digitalindia.gov.in/content/universal-access-mobile-connectivity
Munusamy, J., Chelliah, S., & Mun, H. W. (2010). Service quality delivery and its impact on customer satisfaction in the banking sector in Malaysia. International Journal of Innovation, Management and Technology, 1(4), 398.
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Ojo, O. (2010). The relationship between service quality and customer satisfaction in the telecommunication industry: Evidence from Nigeria. BRAND. Broad Research in Accounting, Negotiation, and Distribution, 1(1), 88–100.
Olshavsky, R. W., & Miller, J. A. (1972). Consumer expectations, product performance, and perceived product quality. Journal of Marketing Research, 9(1), 19–21. https://doi.org/10.1177/002224377200900105
Pandey, N., & Kumar, A. (2018). Responding to 4G telecom pricing war: ignore, accommodate or retaliate. Emerald Emerging Markets Case Studies, 8(2), 1–23. https://doi.org/10.1108/EEMCS-11-2017-0251
Parasuraman, A., Berry, L. L., & Zeithaml, V. A. (1991). Refinement and reassessment of the SERVQUAL scale. Journal of Retailing, 67(4), 420.
Parasuraman, A., Berry, L. L., & Zeithaml, V. A. (1990). Guidelines for conducting service quality research. Marketing Research, 2(4).
Parasuraman, A., Berry, L. L., & Zeithaml, V. A. (1993). More on improving service quality measurement. Journal of Retailing, 69(1), 140–148. https://doi.org/10.1016/S0022-4359(05)80007-7
Parasuraman, A., Zeithaml, V. A., and Berry, L. L. (1988). Servqual: A multiple-item scale for measuring consumer perc. Journal of Retailing, 64(1), 12.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49(4), 41–50. https://doi.org/10.1177/002224298504900403
Patel, B. K. (2018). A study on marketing strategy adopted by leading players of telecom sector in Gujarat state. Clear International Journal of Research in Commerce & Management, 9(6). http://search.ebscohost.com/login.aspx?direct=true&db=bsh&AN=130686529&site=eds-live
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Pedro, E., Mendes, L., & Lourenço, L. (2018). Perceived service quality and student’s satisfaction in higher education: the influence of teaching methods. International Journal for Quality Research, 12(1), 165–192.
Pitt, L. F., Watson, R. T., & Kavan, C. B. (1995). Service quality: a measure of information systems effectiveness. MIS Quarterly, 19(2), 173–187. https://doi.org/10.2307/249687
Prasad, R. (2018). Ascendant India, digital India: how net neutrality advocates defeated Facebook’s Free Basics. Media, Culture & Society, 40(3), 415–431. https://doi.org/10.1177/0163443717736117
Qadri, U. A. (2015). Measuring service quality expectation and perception using SERVQUAL: A gap analysis. Business and Economics Journal, 6(3), 1–6. https://doi.org/10.4172/2151-6219.1000162
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