Measuring the Gap between Perceptions and Expectations Using SERVQUAL An Applied Study on Telecommunication Services in KSA (Mobily Telecommunication Company)

(Adel Mohammed bedridden)

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Abstract

Measuring of service quality is vital in service organizations. The overall objective of the study is to measure the service quality in Mobily Telecommunication Company using gap measurement between perceived quality and expected quality in addition to detecting the gap type (negative or positive) throughout the matching of customers expectations' and perception of employees using SERVQAL model. In addition, the gap type between customers and employees perceptions is determined. Furthermore, the gap between customers' perception and expectation is also determined. The study reviewed previous work and formulated three hypothesis. Proper statistical methods was used. A representative sample of clients and staff members was dawn. A questionnaire was used as a tool after testing for stability and validity. The results indicated the presence of negative gaps between customers' expectations and employees in the dimensions of service quality in addition to negative gaps in some components of logistics, dependability, responsiveness, security, and compassion. The work recommended some modifications on the services based on continues customers' opinion surveys. Key Words: Mobily customers, Response speed, Telecommunication sector.
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