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Mobile SERVQUAL: A comparative analysis of customers' and managers' perceptions

Amjad A. Abu‐El Samen (Faculty of Business, The University of Jordan, Amman, Jordan)
Mamoun N. Akroush (Talal Abu‐Ghazaleh Graduate School of Business Administration, The German‐Jordanian University, Amman, Jordan)
Bayan N. Abu‐Lail (AL‐Hilal Drug Store, Amman, Jordan)

International Journal of Quality & Reliability Management

ISSN: 0265-671X

Article publication date: 12 April 2013

6399

Abstract

Purpose

The purpose of this paper is to reveal and compare the SERVQUAL dimensions from the customers' and the managers' perspectives, and to examine their effect on customer satisfaction and business performance, respectively, in Jordan's mobile service industry.

Design/methodology/approach

The authors delivered 1,000 questionnaires to customers, from which 756 were valid and useable for data analysis. For the managers' sample, 350 questionnaires were delivered to managers, from which 256 were valid for data analysis. Utilizing structural equation modeling, and after a series of exploratory and confirmatory factor analyses, the authors tested the theoretical five dimensional SERVQUAL model and tested their effect on customers' satisfaction and business performance, respectively.

Findings

It was found that SERVQUAL is a three‐dimensional construct as opposed to five, as proposed by the original hypothesised model. From customers' point of view, SERVQUAL consists of three dimensions that are reliability, tangibility and interaction quality (empathy, assurance, and responsiveness). From managers' points of view, SERVQUAL consists of three dimensions that are empathy, tangibility‐reliability, and responsiveness‐assurance.

Research limitations/implications

SERVQUAL is used to measure service quality from both customers' and managers' perspectives and it is found that SERVQUAL dimensions and items are different from the two samples' perspectives. A very fruitful area of future research is to investigate why and how SERVQUAL dimensions and items are different from customers' and managers' perspectives, as well as examining antecedents and consequences of service quality. Managers of mobile service operators have empirical evidence regarding SERVQUAL dimensions from customers' and managers' perspectives comparatively.

Originality/value

This is the first attempt to examine the SERVQUAL dimensions from customers' and managers' and employees' perspectives, comparatively, in Jordan and then examine their effects on customer satisfaction and business performance, respectively. The authors' results also provide significant managerial implications on how to manage the service quality dimensions and the vital role they play to ensure customer satisfaction and business performance alike.

Keywords

Citation

Abu‐El Samen, A.A., Akroush, M.N. and Abu‐Lail, B.N. (2013), "Mobile SERVQUAL: A comparative analysis of customers' and managers' perceptions", International Journal of Quality & Reliability Management, Vol. 30 No. 4, pp. 403-425. https://doi.org/10.1108/02656711311308394

Publisher

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Emerald Group Publishing Limited

Copyright © 2013, Emerald Group Publishing Limited

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