AN ASSESSMENT
Date
2011-04-15
Authors
IFUGHE, CARLSON A.
Journal Title
Journal ISSN
Volume Title
Publisher
Abstract
The objective of this research was to assess the quality of service delivered by MTN to its
subscribers. The mobile telecommunications industry in South Africa is not sufficiently
competitive and so mobile operators can afford to ignore the quality of services they
provide to their subscribers while charging high rates.
The contemporary SERVQUAL instrument was used for this study. It measured Zone-of-
Tolerance between minimum, acceptable service and desired (or expected) levels of
service and compared these levels to perceptions of actual service delivered. A
convenience sample of 100 prepaid MTN subscribers was used in the study, as well as
five MTN management staff. The results were analysed and then processed using factor
analysis and K-Means clustering.
This research shows that the provider and consumer of the service view service quality
from the same perspective and that the provider has a very good understanding of the
consumer expectations with respect to desired quality of service. “Dependability” (or
reliability), “Assurance”, and “Responsiveness” are identified as the three most important
underlying dimensions that impact on service quality.
These findings emphasise the need for the service provider to continuously engage and
interact with its subscribers/clients so that it is always aware of their changing desires and
expectations regarding service quality.
Description
MBA - WBS
Keywords
Service quality, Mobile telecommunications, Cell phone companies