User's perceived service quality of mobile communications: experience from Ethiopia

Purpose – The purpose of this paper is to explore the causal relationship between service quality dimensions and overall service quality, and to identify service quality gaps as experienced by the subscribers of the mobile services of Ethiopian Telecommunication Corporation (ETC).Design/methodology/approach – The seven modified dimensions of SERVQUAL, namely tangibles, reliability, responsiveness, empathy, assurance, network aspect, and convenience were used to measure customers' perceptions and expectations of mobile telecommunications services by drawing a sample of 220 respondents using stratified random sampling.Findings – Overall service quality of mobile communications was perceived to be as below average by over half (52.7 percent) of the respondents, followed by less than one‐third (28 percent) who mentioned it as average, and about one‐fifth (19.3 percent) as above average. The highest service quality gap was reported with the added dimension of network aspect, while the lowest score obtained was...

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