Providing a Multidimensional Measurement Model for Assessing Mobile Telecommunication Service Quality (MS-Qual)

Document Type : Research Paper

Authors

1 Assistant Professor of Management Science, Department of Business Management, Persian Gulf University, Bushehr, Iran

2 Master of Management Science, Department of Business Management, Persian Gulf University, Bushehr, Iran

Abstract

Because of the need to develop specific measurement scales for different services industries, this study aimed to empirically develop a reliable and valid model specifically for measuring mobile telecommunication service quality. A multidimensional measurement model (MS-Qual) has been proposed based on an extensive literature review and then, to assess the model validity, convergent and discriminant validity have been established based on the survey data gathered from 363 of Iranian mobile phone subscribers. Findings of this study showed that customers form their service quality perceptions based on their evaluations of seven primary dimensions including: network quality, value-added service, pricing plans, employees’ competency, billing system, customer services, and service convenience. This study has several practical implications. First, practitioners could use developed MS-Qual scale for measuring and managing service quality in the mobile telecommunication sector. Second, this study showed that customers’ evaluation of value-added service, pricing plans and service convenience are most important factors in their overall perceived service quality. Mobile phone operators could use these results to set their priorities for the development of service quality, to better utilize their resources.

Keywords

Interdisciplinary Journal of Management Studies (Formerly known as Iranian Journal of Management Studies)
Volume 6, Issue 2 - Serial Number 6
Iranian Journal of Management Studies
July 2013
Pages 7-29

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