Abstract:
Mobile phone telecommunications as an intensely competitive industry in the contemporary marketing
context has expanded as a high-velocity service throughout the world, while service quality has become
an interesting phenomenon in response to the growing importance of services in satisfying customer
needs. The purpose of the study is to design a scale to measure the service quality of mobile phone
telecommunication service providers and evaluate the effect of service quality dimensions on customer
satisfaction. The mobile phone subscribers were selected as the unit of analysis of the study. Service
quality attributes were generated by having a focus group discussion with the industry experts. Next,
the data were collected in two stages from mobile phone subscribers. At the first stage, data were
collected from 420 subscribers, and an exploratory factor analysis was employed. In the second stage,
700 questionnaires were administered, and the structural equation modelling approach was used to
validate the results. As the major outcome of the study, the tool: ‘CCAAT’, is proposed to measure the
service quality of the mobile phone telecommunications service providers, and the model consists of
five key dimensions of service quality: ‘Credibility’, ‘Coverage’, ‘Assurance’, ‘Access’ and
‘Tangibility
