The Effects of Service Quality on Customer Satisfaction: A Case Study of AWCC in Balkhab District of Sar-E-Pol Province

The aim of this study was to examine effects of service quality dimensions on customer satisfaction using SERVQUAL model in Afghan wireless communication company of Balkhab district of Sar-e-Pol province. For this propose 170 questionnaires were used and collect data, in the literature review, generally service quality and its impact on customer satisfaction in developing countries have been greatly examined. In this study service quality dimensions such as tangibility, reliability, responsiveness, assurance and empathy have been taken as independent variables and customer satisfaction as dependent variable. Firstly, in order to assess the internal consistency of the questionnaire Cronbach Alpha has been tested. In addition, in order to know the relationship between customer satisfaction and service quality dimensions Spearman correlation has been analyzed, the result shows that reliability 0.601, empathy 0.560, responsiveness 0.550, assurance 0.515, and tangibility 0.389 have positive relationship with customer satisfaction respectively, except tangibility relationship is in a moderate manner. According to regression analysis, tangibility, reliability and empathy can have significant and positive impact on customer satisfaction of Afghan wireless communication company of Balkhab district.