Study of consumer perceived service quality for the major players of telecom industry an empirical investigation

Service quality has become an important means of differentiation and path to achieve business success. Such differentiation based on service quality can be a key source of competitiveness for many Indian firms and hence have implications for leadership in such organizations. For the past few years, cellular mobile service sector in India has been experiencing the highest growth rate in terms of subscribers and revenues. With the increasing demands of the customer, cellular mobile sector has become competitive. Despite this, most of the cellular mobile service providers in India are primarily focusing on expanding their customer base and tend to overlook investing in service quality. The present study strives to construct a reliable instrument to measure customer perceived service quality. Through a survey of 150 regular users of cellular mobile services, a nine dimensional service quality instrument was revealed, which was empirically tested for unidimensionality and reliability. The dimensions extracted from factor analysis include empathy, reliability, convenience, assurance, responsiveness, customer perceived network quality, effective PR, accessibility and network connectivity.