Comparative Study of Cellular Network Operators in Pakistan using SERVQUAL Model

Muhammad Zahid Maitlo
Department of Business Administration, Shah Abdul Latif University, Khairpur
Saqib Wahab Mahar
Department of Business Administration, Shah Abdul Latif University, Campus Shikarpur
Rehman Gul Gilal PhD
Department of Business Administration, Shah Abdul Latif University, Khairpur
Salman Bashir Memon PhD
Department of Business Administration, Shah Abdul Latif University, Khairpur

Abstract

The purpose of this paper is to compare the service quality of two leading and competing cellular network brands of Pakistan, UFone and Mobilink using SERVQUAL model. Further, this study is aimed to explore the most quality oriented network in terms of customer satisfaction. Study is opted for a quantitative research design using close ended approach including 352 survey respondents with convenience and judgmental sampling technique. The participant of this study comprises of UFone and Mobilink subscribers. The data was collected using five point likert scale and analyzed using inferential and descriptive statistics i.e. independent samples t-test. The paper has extended the knowledge about cellular network service quality and empirically found that SERVQUAL dimensions of UFone are strong enough as compared to Mobilink. However SERVQUAL tangible dimension is common in both brands. Similarly, UFone customers are more satisfied than Mobilink customers. The paper extended empirical knowledge about how service quality contributes in customer satisfaction and which factors are most powerful. Therefore this study can help both cellular networks to create sustainable and competitive strategies that can manifest customer psychology in Pakistan.


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