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Tackling service quality in the telecommunication B2B market

Aysegul Tas (Cankaya Universitesi, Ankara, Turkey)
Elif Akagün Ergin (Cankaya Universitesi, Ankara, Turkey)
Feride Bahar Kurtulmuşoğlu (Baskent Universitesi, Ankara, Turkey)
Omer Faruk Sahin (Cankaya Universitesi, Ankara, Turkey)

Journal of Business & Industrial Marketing

ISSN: 0885-8624

Article publication date: 29 August 2019

Issue publication date: 7 October 2019

Abstract

Purpose

This study will attempt to focus on how vendors serve operators, as operator service quality starts with vendor’s technology infrastructure and service quality. The purpose of this study is to exhibit the most important vendor service quality items and dimensions for the operators in the telecommunications industry.

Design/methodology/approach

A total of 268 employees from various age groups, cities, job levels and departments participated in the survey.

Findings

Expected service quality results indicated that operators need high service quality. When telecommunication needs of subscribers are taken into account, it is normal for operators to expect high service quality from vendors. Results also reveal that being dependable and providing continuous support are critical for the telecommunications industry. Perceived service quality results demonstrate that customer expectations failed to be satisfied. In this study conducted in the telecommunications market, the expectations of operator employees regarding vendors is shaped under two dimensions. These dimensions are employee and service center features and provider timeliness and accuracy. When Topsis method was used to determine the most important vendor characteristics, timeliness and trust were identified as the top two criteria.

Originality/value

To the best of the authors’ knowledge, this study is the first to put forth the most important vendor service quality items and dimensions for the operators in the telecommunications industry.

Keywords

Citation

Tas, A., Ergin, E.A., Kurtulmuşoğlu, F.B. and Sahin, O.F. (2019), "Tackling service quality in the telecommunication B2B market", Journal of Business & Industrial Marketing, Vol. 34 No. 7, pp. 1580-1591. https://doi.org/10.1108/JBIM-05-2018-0160

Publisher

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Emerald Publishing Limited

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